Year: 2010
Type: article
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.
Authors: Kwon Jung, Boon Young Lee
Institution: KDI School of Public Policy and Management
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2175485531