Search results

1 – 10 of 17
To view the access options for this content please click here
Article
Publication date: 12 August 2011

Mei‐Fang Chen and Ting‐Yi Lu

Given the growing importance of e‐coupons as promotional devices, predicting consumers' e‐coupons redemption intention is essential to the evaluation of this promotion…

Abstract

Purpose

Given the growing importance of e‐coupons as promotional devices, predicting consumers' e‐coupons redemption intention is essential to the evaluation of this promotion strategy. This paper aims to address this issue. An extended theory of planned behavior (TPB) research model which further includes consumers' e‐coupon proneness as a mediator is built in this study to predict consumers' usage intentions of e‐coupons.

Design/methodology/approach

This research collected research data on a questionnaire collection web site, because most e‐coupon users are also internet surfers. There were 626 valid surveys returned as the data input for structural equation model (SEM) analysis.

Findings

The results from this empirical study reveal that failure to include e‐coupon proneness as a mediator in the extended TPB model can lead to an inability to explain consumers' usage intentions of e‐coupons well. Moreover, given such a totally new environment, the direct influences of consumers' perceived behavioral control of using e‐coupons and consumers' past behavior of using e‐coupons are strong predictors and cannot be ignored.

Research limitations/implications

The main limitation of this study is that the measures of the independent and dependent variables in the present study are based on self‐reported methods. It is likely that the relationships among some of the variables may be somewhat inflated, and a common method variance must be considered.

Practical implications

The empirical results and findings from this study are helpful to online marketers if they can identify those consumers who have e‐coupon proneness and tailor the promotion campaigns to these consumers, raising the e‐coupon redemption intentions.

Originality/value

To the best of the authors' knowledge, this study is among the first to provide analytical insight into e‐coupon usage intention with e‐coupon proneness as a mediator by building an extended TPB model in computer‐mediated environments.

Details

Internet Research, vol. 21 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

To view the access options for this content please click here
Article
Publication date: 24 December 2020

Ayushi Sharma and Rakesh Mohan Joshi

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A…

Abstract

Purpose

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt motivation. This study fills the need gap by identifying which motivations must be focused to make a promotional tool viral by the consumer especially in an emerging economy like India.

Design/methodology/approach

We designed conceptual framework based on extensive literature review and employed hierarchal regression methodology to investigate the motivation to share m-coupon.

Findings

Sense of self-worth, Socializing and Reciprocity emerge as strong reasons for a consumer to share m-coupons amongst friends and peers in SNS. Results have shown that intrinsic motivation works very effectively when a consumer shares m-coupons in SNSs.

Research limitations/implications

This study has certain limitations. First, the impact of age, gender and education can also influence the results as perception evolves with age and education. Second, in our study, we have not classified m-coupons in different categories. Different types of m-coupons may have a different impact on consumers.

Practical implications

The paper presents findings, which are useful for marketers to develop a customer-centric viral promotional strategy.

Originality/value

This study is one of the few studies in integrating types of motivation with coupon proneness and coupon sharing in social media. This study has specifically targeted the emerging economy where m-coupons usage has seen a surge. Study has shown that it is the intrinsic motivation which is very crucial for encouraging consumer for participating in SNSs and share e-word of mouth amongst friends and peers.

Details

South Asian Journal of Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-628X

Keywords

To view the access options for this content please click here
Article
Publication date: 2 October 2017

Jungsun (Sunny) Kim, Sungsik Yoon and Dina Marie V. Zemke

The purpose of this study is to investigate the determinants of customers’ intentions to use location-based services (LBS) offered by a hotel. The study examined whether…

Abstract

Purpose

The purpose of this study is to investigate the determinants of customers’ intentions to use location-based services (LBS) offered by a hotel. The study examined whether hotel customers’ coupon proneness, trust, privacy concerns and familiarity with LBS are significant determinants of their intentions to use LBS.

Design/methodology/approach

An online survey using a scenario-based narrative was administered to collect data from participants who have smartphones and have stayed at a full-service hotel within the previous 12 months. A research model tested data collected from 402 hotel customers, using confirmatory factor analysis and structural equation modeling.

Findings

Three proposed determinants (i.e. familiarity, coupon proneness and trust) positively influenced customers’ intentions to use LBS. Out of the four dimensions of privacy concerns (concerns of collection, error, unauthorized secondary use and improper access), only concerns about data collection negatively influenced customers’ intentions to use a hotel’s LBS.

Originality/value

This study extends the literature on LBS adoption and other technology with privacy issues by modifying existing models and empirically testing it in the new context of hotels.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

To view the access options for this content please click here
Article
Publication date: 8 April 2014

Arpita Khare, Dhiren Achtani and Manish Khattar

The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price…

Abstract

Purpose

The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price discounts, gifts, coupons, and rebates offered by mall retailers to attract store traffic were examined.

Design/methodology/approach

Data were collected through mall intercept technique in six cities across India. Convenience sampling method was used to target metropolitan and non-metropolitan cities for data collection.

Findings

Results suggest that consumers' attitude towards mall retailers' promotional strategies is influenced by shopping values and price consciousness, deal proneness, and coupon proneness. Age, education, and income influence consumers' attitude towards promotions.

Research limitations/implications

Only three constructs of price perception scale were used for the research. Future research can include all the items of price perception scale to understand its applicability on Indian sample. Promotions offered by branded and non-branded retailers in malls were not examined.

Practical implications

The findings can be useful to mall retailers for designing promotions to increase footfalls and sales. Promotions can be used by retailers to convey value and attract price conscious consumers. Retailers need to match their promotional offers according to price sensitivity and shopping motives of consumers.

Originality/value

There is limited research to examine role of promotions used by mall retailers in attracting footfalls in Indian malls. The influence of price perceptions and shopping motives on promotions offered by retailers in Indian malls has not been examined.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 21 August 2017

Preeti Tak and Savita Panwar

The purpose of this paper is to understand antecedents of app-based shopping in an Indian context. The paper has used unified theory of acceptance and use of technology…

Abstract

Purpose

The purpose of this paper is to understand antecedents of app-based shopping in an Indian context. The paper has used unified theory of acceptance and use of technology (UTAUT) 2 model for examining the impact of various constructs on behavioral intention and usage behavior of smart phone users toward the mobile shopping apps.

Design/methodology/approach

The constructs were tested and validated by means of a structured questionnaire which was administered on a sample of 350 mobile app shoppers in Delhi. AMOS 20 was used to analyze the collected data.

Findings

The study revealed that hedonic and habit are the strongest predictors of users’ behavioral intention to use mobile apps for shopping. Respondents are also influenced by the deals that are being offered by the marketers. The research also suggests that facilitating conditions help in usage of mobile apps for shopping.

Research limitations/implications

Managerial implications simplifying the interface which would encourage the less technologically advanced individuals to use mobile apps. Hedonic element of shopping through mobile apps should also be enhanced.

Originality/value

This study contributes to the research on intentions and usage behavior of consumer technologies by adopting UTAUT 2 model to explain the intentions and usage behavior toward mobile apps for shopping. The paper also measured the role of deals in influencing the consumers.

Details

Journal of Indian Business Research, vol. 9 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

To view the access options for this content please click here
Article
Publication date: 8 June 2015

Hyunjoo Im and Young Ha

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate…

Abstract

Purpose

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate the role of two individual characteristics, coupon proneness and fear of spamming as well as gender difference. Mobile coupons have quickly become an important marketing tactic. However, our understanding of mobile coupon usage is limited because previous studies of coupon usage do not examine key characteristics of new technology-based coupons. Therefore, research in this specific context is necessary.

Design/methodology/approach

An online survey was used and US adult consumers (N = 658) were recruited to empirically test the model. The data were analyzed using structural equation modeling.

Findings

Results provided support for the proposed model. The data confirmed the evaluation process of a potential transaction using mobile coupons hypothesized based on transaction utility theory. Gender differences were tested using multi-group analysis. There was a significant difference between females and males. Overall, negative factors, fear of spamming and perceived risk, played a more important role in the model for females than males.

Originality/value

The study provided theoretical support for transaction utility theory in the context of mobile coupon usage decision. Also, the study advances understanding of unique issues of mobile coupon marketing by addressing permission-granting intention and gender difference in the process of evaluation.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

To view the access options for this content please click here
Article
Publication date: 3 August 2015

Isaac Cheah, Ian Phau and Johan Liang

The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals…

Abstract

Purpose

The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework.

Design/methodology/approach

Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses.

Findings

It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’ purchase intention towards e-deals.

Practical implications

Practitioners are advised to integrate social media (e.g. Facebook or Twitter) and online communities to approach the “leader” to influence new potential consumers to purchase e-deals. It is also important to maintain the good value of e-deals and emphasise the huge benefits of using e-deals to persuade consumers to purchase it.

Originality/value

The originality of this study lies in extending the TPB as a robust measurement to investigate online shopping behaviour in the context of e-deals.

Details

Marketing Intelligence & Planning, vol. 33 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 28 January 2014

Philip J. Kitchen, Sharifah Faridah Syed Alwi, Norbani Che-Ha and Pei Yee Lim

The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and…

Abstract

Purpose

The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon expiration date) towards coupon redemption based on psychological and demographic segments of consumers who may well differ in their purchase motivations and accompanying decision making.

Design/methodology/approach

Following a detailed literature review, the characteristics are examined by means of a structured questionnaire administered via “mall intercept” to a convenience sample in major shopping areas in Malaysia.

Findings

Following a variety of statistical tests, the findings support the use of coupon proneness, value consciousness, price consciousness and brand involvement as separate variables underpinning coupon usage propensity and indicated the value of coupons if used judiciously in relation to pre-identified segments.

Research limitations/implications

The limitations associated with convenience sampling apply here, that is the findings cannot be generalised.

Practical implications

The basis for sound parameters for the use of coupons are of value to marketing management.

Originality/value

The paper offers an unique insight into coupon propensity and usage from a little-known economy. Its value lies in the degrees of support offered to findings from more advanced economies and a basis for differentiation in the Malaysian context.

Details

Marketing Intelligence & Planning, vol. 32 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 6 September 2018

Bijoylaxmi Sarmah, Shampy Kamboj and Jay Kandampully

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service…

Abstract

Purpose

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry.

Design/methodology/approach

Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.

Findings

The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention.

Research limitations/implications

The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media.

Originality/value

The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 2006

Nelson Oly Ndubisi and Chew Tung Moi

To evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store…

Abstract

Purpose

To evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store display in the purchase of low involvement products.

Design/methodology/approach

The paper also recognises that certain demographic factors such as education and income of consumers could potentially confound the observed relationships hence, these factors were controlled. A total of 312 consumers in Kota Kinabalu, Malaysia were surveyed using a structured questionnaire.

Findings

The results show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupons do not have any significant effect on product trial.

Research limitations/implications

Only one category of product was considered. None were high involvement so these need further research.

Practical implications

Greate understanding of how Malaysian customers respond to the various sales promotions therefore increased alitity to pich the appropriate promotional miso.

Originality/value

The level of education appears to have no bearing on consumers’ preferences.

Details

Management Research News, vol. 29 no. 1/2
Type: Research Article
ISSN: 0140-9174

Keywords

1 – 10 of 17