Impact of digital gift cards

Abstract

Digital gift cards are basically an electronic version of physical gift cards. These cards essentially serve similar purpose to store credits. While the original gift cards seem to be running out of fashion, e-commerce industry is replacing them with their virtual counterparts. Amazon and FlipKart gift cards are widely used even as rewards in competitions and such instances are increasing. The objective of this study is to understand the impact of digital cards on purchase intention of consumers. It also tries to understand whether presence of such digital gift cards can lead to acquisition of new customers. Experiments were designed to obtain the data for this purpose and the same were floated as a form of a survey. Different analysis techniques like one-way ANOVA and two sample ttest were used to analyse the data obtained through the surveys to understand the impact and the statistical significance of the same.