Bolajoko Dixon-Ogbechi, Patrick Ladipo, Olubukola Akinbodun
Abstract. This study seeks to examine instant rebate coupon influence in online purchase intent with special reference to university students in Nigeria. Instant rebate coupon as a concept in online sales promotion signifies an important improvement in the use of electronic coupon to prevail in the online market place competition, most especially among electronic retailers. This study therefore focuses on four elements of measuring instant rebate coupon being an online sales promotion tool namely: discount depth, attractiveness, perceived risk and hedonic perception on online purchase intention. The use of descriptive research design was employed through a cross – sectional online survey as data collection methods. Two hundred and seventy six (276) respondents were considered for this study. The four research questions asked were answered via the corresponding hypotheses. Data collected for this study were analyzed through the use of descriptive and inferential statistics. Findings revealed that a significant relationship exist between online purchase intention and the elements of instant rebate coupon, in addition the study shows that online shoppers are willing to embrace instant rebate coupon while shopping in online environment. Also, based on this study, It is recommended that electronic retailers should increase the use of instant rebate coupon in their online stores and further studies can be conducted in extending the population of study to different population categories such as housewives, working class, among many others.
Keywords: discount depth; attractiveness; perceived risk; hedonic perception, electronic retailer, online shopping.
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