Consumers’ redemption behavior of recommended mobile coupons in social network sites
ISSN: 0025-1747
Article publication date: 29 November 2018
Issue publication date: 16 October 2019
Abstract
Purpose
The purpose of this paper is to explore the key factors that affect consumer redemption intention toward mobile coupons recommended in social network sites (SNS).
Design/methodology/approach
A research model that integrates recommendation trust, positive utilities, and negative utilities of coupon redemption is developed. With the important role of trust in social recommendation taken into consideration, the key drivers of recommendation trust were analyzed in the model. Data were collected from 210 users with mobile coupon recommendation experience in one of the largest SNS (i.e. WeChat) in China. The authors used partial least squares technique to analyze the model.
Findings
Recommendation trust and positive utilities (economic benefits and perceived enjoyment) positively affect the intention of mobile coupon redemption. Perceived risk, as a negative utility, negatively influences coupon redemption intention. In addition, swift trust (structure assurance, perceived similarity, trust propensity, and expertise of the recommender), knowledge-based trust (familiarity with the retailers), and emotion-based trust (social tie strength) are key drivers that promote recommendation trust.
Originality/value
While prior research investigated mobile coupon redemption behavior in which coupons were issued by merchants, limited research analyzed consumer responses toward mobile coupons in social recommendation. This study examines the effects of recommendation trust, positive utilities, and negative utilities on mobile coupon redemption in the context of social recommendation and recognizes the key drivers of recommendation trust.
Keywords
Acknowledgements
This work was supported by grants from the National Natural Science Foundation of China (Nos 91646113 and 71671060) and a grant from the Humanities and Social Sciences Youth Foundation of the Ministry of Education (Contract No. 16YJC630067).
Citation
Tang, Q., Liu, F., Liu, S. and Ma, Y. (2019), "Consumers’ redemption behavior of recommended mobile coupons in social network sites", Management Decision, Vol. 57 No. 9, pp. 2477-2500. https://doi.org/10.1108/MD-03-2017-0234
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited