Online vs. Offline Coupon Redemption Behaviors

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.