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Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes
2003
Journal of Product & Brand Management
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,
doi:10.1108/10610420310469805
fatcat:lp6a7svbuzh67na7bnfysbu4mu