Electronic coupon influence and value: Perceptions of Chinese online consumers

Abstract

The objective of the paper is to ascertain the past usage of electronic coupon and attitude toward the act of using electronic coupon’s effect on customer’s purchase intention and customer satisfaction among Chinese online shoppers. 214 valid survey responses were collected from online shoppers across China. Correlation and regression tests were carried out in SPSS. Results show that attitude toward the act of using electronic coupon and past usage of electronic coupon account for 22.9% of the variation in purchase intension, while accounting for 21.3% of the variation in customer satisfaction. In business practice, to gain customer purchase intention and satisfaction, online shops should foster a positive attitude towards e-coupon and increase the use frequency of e-coupon. The paper provides online shop owners and marketers with a better understanding on the usefulness of e-coupon and techniques in distributing e-coupon.