Contents

Online VS. Offline Coupon Redemption Behaviors

Jung, Kwon / Lee, Boon Young

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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.

Issue Date
2010-12
Publisher
The Clute Institute
Keywords
Online and Offline Coupons; Coupon face value; Coupon benefit type
DOI
10.19030/iber.v9i12.345
Journal Title
International Business & Economics Research Journal
Start Page
22
End Page
36
ISSN
1535-0754
Language
Korean
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