Online vs. Offline Coupon Redemption Behaviors

Kwon Jung · Boon Young Lee

40 citations0/0 files storedInternational Business & Economics Research Journal (IBER)

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Coupons are among the most important promotional vehicles used today. Traditionally, coupons have been distributed through printed offline media, such as newspapers or postal mails. Along with technological advances, the Internet has emerged as a new method of coupon distribution. This study empirically examines coupon redemption behaviors between online and offline coupons. Specifically, differences in the impacts of face value and benefit type on coupon redemption rate are investigated. The results showed some similarities and differences as well as new interesting findings on the relationship pattern between face value and redemption rate of coupons.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1985Mental Accounting and Consumer Choice 2008Mental Accounting and Consumer Choice 1990Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective 1984A Price Discrimination Theory of Coupons 1998The effects of framing price promotion messages on consumers' perceptions and purchase intentions 2002Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons

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2013The Influence of Consumer Value-Based Factors on Attitude-Behavioral Intention in Social Commerce: The Differences between High- and Low-Technology Experience Groups 2014Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation 2020Targeted reminders of electronic coupons: using predictive analytics to facilitate coupon marketing 2014Do online discounts and free gifts damage brand image of service? The moderating role of promotion-proneness 2022

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