KOREASCHOLAR

In the rapidly changing online shopping environment, resulting from the impact of the COVID-19 pandemic, companies are implementing sales promotions, such as offering various discount coupons, to increase consumers' product purchase volume. They are also attracting consumers through low-price appeals, with the expectation of improving sales. However, sales promotions issued by companies have numerous usage conditions, and consumers need to make appropriate efforts to meet the stated conditions. Previous research on promotions and consumer behavior has primarily focused on analyzing monetary promotions (such as full discounts) or non-monetary promotions (such as reward points) individually, with little attention paid to a comparative analysis of the two. Additionally, the type of promoted product can impact consumer behavior.

• Honkit Lau(Ritsumeikan University, Japan)