18G Typing Or Clicking: the Effect of Typing a Promotion Code on Online Shopping Satisfaction

In the online shopping context, we examine the effect of typing promotion code redemption methods leads more favorable purchase experience than clicking a confirmation button where the same promotion code is already typed in. Furthermore, we show that this effect is attenuated for the hedonic product purchase.



Citation:

Taehoon Park and Hyoseok Kim (2019) ,"18G Typing Or Clicking: the Effect of Typing a Promotion Code on Online Shopping Satisfaction", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 986-986.

Authors

Taehoon Park, Florida Gulf Coast University
Hyoseok Kim, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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