How Online Coupon Characteristics Affect Consumers Intention to Possess

Abstract

Promotion has always been a useful marketing tool among manufacturers and retailers. Price cuts and couponing are the most common types of promotion that we experience in the market. Coupons are used to reduce the price for discriminating consumers because only those consumers that present a coupon at the point of sale receive a discount while others pay the full price. With the presence of E-coupon, coupon users became more active because they have shifted from being passive to active in searching for and obtaining coupons with lower searching and collecting costs. Nowadays, many online coupons are no longer offered free anymore, since many researchers ask consumers to purchase coupons to get a good deal. Also, duration period, coupon scarcity is used as marketing strategies to stimulate consumers purchasing intention. According to prospective theory ( Kahneman, Tevrsky, 1979), consumers are more sensitive to potential loss than potential benefits they gain. Consumers may incur different mental perceptions under different circumstance and those mental perceptions will directly or indirectly interfere their following purchasing intention. As a result, in this research, first, we are going to look into the relationship between online coupon characteristics and consumers perceived loss from the coupon deal- perceived loss of possessing the coupon and not possessing the coupon, and then to discuss about how theses consumers perceived loss will affect their coupon possess intention.