Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?

Abstract

Purpose

Drawing on self-determination theory (SDT), this study analyzes the impact of gamified and personalized coupons on the intention to redeem digital coupons in the presence of consumer engagement and technology anxiety.

Design/methodology/approach

A between-subjects factorial experimental design was used to examine the influence of three personalizations (no personalization, personalization and hyper-personalization) and two gamification levels (game and no game) on digital coupon redemption intention and consumer engagement.

Findings

The results found a significant interaction between the types of personalization and gamification, with personalized coupons having a greater impact on the intention to redeem digital coupons than hyper-personalized and non-personalized coupons. Consumer engagement was found to mediate the relationship between types of coupons and intention to redeem digital coupons. However, technology anxiety was not found to be significant as a moderator.

Originality/value

This study makes an important contribution in its application of SDT to examine the interaction impact of types of coupons and gamification conditions in the context of digital coupon redemption. This unique approach underscores the novelty of the research and its potential to provide valuable insights for the coupon industry.

Citation

Nayal, P., Sharma, A., Pandey, N. and Shankar, A. (2024), "Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-09-2023-0490