Di̇ji̇tal İndi̇ri̇m Kuponlarina Dai̇r Müşteri̇ Algisi Ve Davranişi Üzeri̇ne Bi̇r Araştirma

Abstract

Digital coupons, generally considered as a marketing strategy to increase sales and customer loyalty, are important elements in the observation of customer attitudes and perceptions. The main question in the literature is whether these coupons should be redeemed or not, and their effectiveness is discussed depending on their use. However, even if digital coupons are not redeemed after they are acquired in online environments, the way they are obtained or perceived can provide marketers with information about customer attitudes and behaviors. This study aims to determine the effectiveness of digital coupons in digital business models based on consumers' perceptions and attitudes. Attitudes towards digital discount coupons were examined using 10 different dimensions and how these dimensions were influenced by various variables was questioned. The study surveyed 300 participants. As a result of the analysis, it was revealed that the impact of digital coupons on online purchase behavior should be considered from a holistic perspective. Accordingly, other benefits that coupons create for sellers should not be overlooked in addition to coupon redemption.

Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon–Feminine Stereotype

“…However, many studies suggest that the number of e-coupons that are finally used and redeemed by consumers is not as high as expected, given the proportion of retailers that issued e-coupons [6][7][8][9]. Thus, it is important for marketers to identify and analyze e-coupon redemption to develop effective marketing strategies [10].…”

“…Numerous coupon redemption studies highlight the importance of consumer demographic characteristics in explaining consumers' coupon-using behaviors, which helps to achieve the best results in digital marketing [10][11][12][13]. A 2021 survey about couponing in the United States found that more women than men reported always using coupon aggregators while shopping online, with 14% of female respondents always using them, while only 8% of men said the same.…”

“…The electronic coupon (e-coupon) is an electronic voucher, belonging to the coupon holder, used to purchase products at a discounted price [21]. Unlike coupons that are printed on paper, e-coupons can be obtained and used through websites or smartphones, offering strong convenience and efficiency [10,21,22]. With the development of the internet, ecoupons have become the primary choice for marketing and promotions [10,21].…”

“…Unlike coupons that are printed on paper, e-coupons can be obtained and used through websites or smartphones, offering strong convenience and efficiency [10,21,22]. With the development of the internet, ecoupons have become the primary choice for marketing and promotions [10,21]. Although the reviewed literature displays the gender gap in coupon usage [10,13,16], few empirical studies have investigated the mechanism of why men are less likely to use e-coupons than women and the boundary conditions.…”

“…With the development of the internet, ecoupons have become the primary choice for marketing and promotions [10,21]. Although the reviewed literature displays the gender gap in coupon usage [10,13,16], few empirical studies have investigated the mechanism of why men are less likely to use e-coupons than women and the boundary conditions.…”