Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/428
Title: Electronic coupon influence and value: Perceptions of Chinese online consumers
Authors: Yu, Tiancheng 
Issue Date: 2020
Source: Yu, T. (2020). Electronic coupon influence and value: Perceptions of Chinese online consumers [Unpublished bachelor's thesis]. Wenzhou-Kean University.
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.
URI: https://hdl.handle.net/20.500.12540/428
Appears in Collections:Theses and Dissertations

Files in This Item:
File Description SizeFormat 
wku_etd001_cbpm01_000400.pdf503.9 kBAdobe PDFThumbnail
View/Open
Show full item record

Page view(s)

104
checked on Mar 8, 2021

Download(s)

33
checked on Mar 8, 2021

Google ScholarTM

Check


This item is licensed under a Creative Commons License Creative Commons