Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes
作者： Richard L. Oliver , Mikhael Shor
DOI: 10.1108/10610420310469805
关键词:
摘要: Coupons, in the form of “promotion codes”, are now a mainstay online shopping experience, but coupon redemption differs substantively from that traditional retailing. Offline coupons is customer‐initiated while Internet shoppers usually prompted to enter code towards conclusion checkout process. This prompting may influence shopper perceptions and behaviors such as cart abandonment. Results showed strong negative effects on price fairness, satisfaction, purchase completion code‐absent group positive fairness satisfaction code‐present group. Presents implications for effective market segmentation through use codes.
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core.ac.uk参考文章(11)
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