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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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