Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes

Richard L. Oliver · Mikhael Shor

82 citations0/0 files storedJournal of Product & Brand Management

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Consumer Market Behavior and Pricing Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

Coupons, in the form of “promotion codes”, are now a mainstay of the online shopping experience, but online coupon redemption differs substantively from that in traditional retailing. Offline redemption of coupons is customer‐initiated while Internet shoppers are usually prompted to enter a code towards the conclusion of the checkout process. This prompting may influence shopper perceptions and behaviors such as shopping cart abandonment. Results showed strong negative effects on price fairness, satisfaction, and purchase completion in the code‐absent group and positive effects on fairness and satisfaction in the code‐present group. Presents implications for effective market segmentation through the use of online coupon codes.

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2010Satisfaction: a behavioral perspective on the consumer 1989Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach 1999Perceptions of Price Unfairness: Antecedents and Consequences 1999A Multivariate Analysis of Web Usage 1998The effects of framing price promotion messages on consumers' perceptions and purchase intentions 1998Divide and Prosper: Consumers' Reactions to Partitioned Prices 1987A framework for the formation and structure of consumer expectations: Review and propositions 1994Do Coupon Expiration Dates Affect Consumer Behavior?

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