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For prime customers only: consumer decision-making towards targeted mobile coupons

Siyu Gong (School of Business, Nanjing Normal University, Nanjing, China)
Danni Suo (School of Economics and Management, Southwest University of Science and Technology, Mianyang, China)
Jiatong Dai (College of Economics and Management, Nanjing Agricultural University, Nanjing, China)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 16 December 2024

41

Abstract

Purpose

This study aims to investigate the effectiveness of exclusive promotions in the form of targeted m-coupons and to uncover the potential psychological mechanisms underpinning consumer redemption behaviour.

Design/methodology/approach

Three experimental studies were conducted to elucidate the mechanisms of psychological ownership as well as perceived intrusiveness and to examine the moderating effect of the timing of delivery in these relationships.

Findings

The findings suggest that consumers demonstrate a higher intention to redeem targeted m-coupons than for untargeted m-coupons. Psychological ownership and perceived intrusiveness act as dual mediators in this relationship. However, delivering m-coupons on special dates helps mitigate the discrepancies in consumer responses between targeted and untargeted m-coupons.

Originality/value

This research contributes to existing literature on targeted promotion by comparing the effectiveness of two types of m-coupons and elucidating the dual mechanisms of psychological ownership and perceived intrusiveness. Furthermore, this study identifies a boundary condition that modifies the positive effects of targeted m-coupons.

Keywords

Acknowledgements

This research was supported by National Natural Science Foundation of China (72202102; 72402096), Southwest University of Science and Technology 2023 Doctoral Research Fund Project (23sx7110) and Fundamental Research Funds for the Central Universities (SKYC2024004).

Citation

Gong, S., Suo, D. and Dai, J. (2024), "For prime customers only: consumer decision-making towards targeted mobile coupons", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-10-2023-0612

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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