PRICE COMMUNICATIONS IN ONLINE AND PRINT COUPONS: AN EMPIRICAL INVESTIGATION

摘要

Online and print coupons use different media to communicate price information and, hence, are likely to be processed differently. This research suggests that the evaluation of coupons is a function of the interaction between consumers' motivation to process information and the type of medium used to present the coupon. Using two different prices (high vs. low), the results show that motivated consumers are likely to process information in a print coupon more carefully than in an online coupon. Less motivated consumers, however, are likely to process information in an online coupon more carefully than that in a print coupon.