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Article
Publication date: 29 November 2018

Qing Tang, Fen Liu, Shan Liu and Yunfeng Ma

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).

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.

Details

Management Decision, vol. 57 no. 9
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 17 August 2012

Hyunjoo Im and Young Ha

Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US…

Abstract

Purpose

Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The study identifies adopter categories based on personal innovativeness and further investigates the characteristics that distinguish identified adopter categories.

Design/methodology/approach

Based on innovation diffusion theory and technology acceptance model, consumers are clustered to adopter categories. The distinctiveness of adopter categories in terms of perceived usefulness, perceived ease of use, attitude, behavioral intention, and actual use of mobile coupons were investigated. Determinants of adoption decision were compared among adopter categories. A cluster analysis, Kruskal‐Wallis tests, and regression analyses were performed.

Findings

An online survey of 611 US consumers confirmed the viability of consumer adopter categories. Perceived usefulness, attitudes and behavioral intentions were significantly different across adopter categories while perceived ease of use was not. Adopter categories have different antecedents that determine mobile coupon adoption.

Research limitations/implications

The current study contributes to the literature of diffusion of innovation and consumer segmentation by identifying four consumer adopter groups with PIIT (Personal Innovativeness in the domain of Information Technology).

Practical implications

The study presented a snapshot of mobile coupon usage in the USA. By distinguishing the adopter categories and their characteristics, the study provides important practical implications for mobile marketers to tailor mobile marketing strategies to different adopter categories.

Originality/value

The current study fill the gap in the literature by investigating the current status of mobile coupon adoption in the USA, identifying adopter categories, and comparing the behaviors, beliefs, and attitudes related to mobile coupon adoption across the adopter categories.

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Article
Publication date: 19 August 2020

Rocío Carranza, Estrella Díaz, David Martín-Consuegra and Pilar Fernández-Ferrín

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion…

Abstract

Purpose

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion tool, especially in the fast-food sector. However, the use by consumers of these coupons is not homogeneous and it is conditioned by prior experience. Thus, this study aimed to examine variations between Fast Food Restaurant (FFR) customers based on their prior experiences with the use of mobile coupon (expert vs novice users).

Design/methodology/approach

A sample of 400 fast-food customers was collected using a structured questionnaire. In order to compare the proposed relationships between expert and novice users, a multigroup approach was applied through new, recently proposed evaluation procedures designed for PLS–SEM.

Findings

The results show that the two groups of consumers (expert vs novice users) have notable differences regarding the relationship between perceived ease of use and perceived usefulness. This relationship was the strongest in both groups. However, there are no differences found in other aspects considered as antecedents to mobile coupons usage, for instance, usage intention and attitude.

Practical implications

This work emphasises the importance of considering differences based on experience between mobile coupon users. Ease of use, perceived consumer utility and increased mobile coupons in apps can be the key to driving effective business strategies based on promotional tactics by FFRs. Likewise, this study can help other researchers in their empirical applications of PLS–SEM analysis.

Originality/value

This study is the first to provide an in-depth analysis of differences based on users' experience with mobile coupons at FFRs. It is innovative in its introduction of the consumer's coupon proneness variable.

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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

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Article
Publication date: 6 May 2014

Young Ha and Hyunjoo Im

The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on…

Abstract

Purpose

The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral intention (BI) to use such services. Gender differences in the process of mobile coupon service adoption were also investigated.

Design/methodology/approach

The online survey was distributed to US adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained.

Findings

The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and SN showed strong effects on BI to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males.

Originality/value

The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 18 October 2011

Todd J. Bacile and Ronald E. Goldsmith

The purpose of this paper is to illustrate that text message mobile coupons are marketing communications that are becoming more service‐like in nature. As such, mobile

Abstract

Purpose

The purpose of this paper is to illustrate that text message mobile coupons are marketing communications that are becoming more service‐like in nature. As such, mobile coupons will benefit from firm‐generated service customization strategies.

Design/methodology/approach

An experiment compared a mobile coupon with a customized versus non‐customized delivery time. A sample of 244 undergraduate students from a large southeastern US university completed an online questionnaire. The between‐subject design randomly assigned participants to the custom or non‐custom condition. Results were assessed with MANCOVA.

Findings

Customizing the delivery time of a mobile coupon improved attitude toward and intention to use the coupon, as well as attitude toward and purchase intent with the firm.

Research limitations/implications

The paper focuses on only one mobile coupon campaign in one product category, while measuring attitudes and intentions, not actual purchase behavior. The sample is also limited by having student participants. Future research should examine these limitations.

Practical implications

The paper provides practitioners with an alternative view of mobile coupons. Whereas traditional paper coupons are mass marketing communications, mobile coupons should be viewed similar to an important service to consumers. Allowing consumers to customize these communications, similar to how consumers customize important service offerings, will enhance the coupon and image of the firm.

Originality/value

This study is the first to suggest that mobile coupons be guided by services marketing theory. This is also the first study to suggest and empirically assess the customization of marketing communications as a firm‐generated strategy designed to enhance mobile coupons. Customization in this context is a co‐production activity.

Details

Journal of Research in Interactive Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 10 July 2017

Ines Beeck and Waldemar Toporowski

The purpose of this paper is to examine the effect of mobile messages on intention to redeem a coupon or promotional offer, depending on location and content. Location…

Abstract

Purpose

The purpose of this paper is to examine the effect of mobile messages on intention to redeem a coupon or promotional offer, depending on location and content. Location (home, city, shop) and content (coupon, promotional message) were used as independent factors.

Design/methodology/approach

Participants in two online surveys (using 3×3 and 3×2 between-subjects factorial designs) received both simulated and real application smartphone messages and they got the location where the smartphone shopping message scenario is located. The surveys produced 528 responses for analysis in the first study and 146 answers for the second study.

Findings

The results indicate that mobile messages can be highly effective for users of discount apps when the consumer is near the shop. However, the high perceived risk associated with such a message could deter potential customers from using mobile coupons.

Research limitations/implications

The main limitation of this study is that few consumers used the discount mobile applications examined. Future research should implement field experiments with real and potential users to investigate this low usage rate.

Practical implications

Brick-and-mortar retailers can compete with digitization by using mobile messages, as users’ intention to redeem is quite high. However, they should be aware of the privacy concerns preventing some customers from using these apps.

Originality/value

Current research highlights the importance of digitization in retailing by using new technologies for brick-and-mortars, e.g., mobile messages as part of mobile targeting. This study provides evidence of the potential risks and benefits of sending mobile messages to customers in a different context.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 7/8
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 4 June 2010

Sy Banerjee and Scott Yancey

The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates.

Abstract

Purpose

The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates.

Design/methodology/approach

A secondary dataset of campaign designs and responses were provided by a Midwestern mobile marketing firm. The data were further analyzed using analysis of variance and mean comparisons.

Findings

Consumers are more responsive to coupon designs which are congruent with the nature of the product. For utilitarian products, they respond more to “smarter” deals with dollar or percent off, and for hedonic products, they respond more to the timing of receiving the message.

Practical implications

Marketers need to better understand local customer demographic profiles to be able to identify their lifestyle – convenient timings, needs, and cravings, so that coupons can be accordingly designed.

Originality/value

This paper examines behavioral data in a new (mobile) medium of direct marketing, which allows the authors to capture data across a wider range of physical situations than traditional media, adding more richness and validity to the findings of the paper.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 June 2015

Fen Liu, Xuefeng Zhao, Patrick Y.K. Chau and Qing Tang

The purpose of this paper is to examine how consumers’ value evaluation and personality factors influence consumers’ intention to adopt mobile coupon (M-coupon

Abstract

Purpose

The purpose of this paper is to examine how consumers’ value evaluation and personality factors influence consumers’ intention to adopt mobile coupon (M-coupon) applications in China. The moderating effect of gender on the relationships between personality factors and consumers’ adoption intention is also tested.

Design/methodology/approach

This study conducted a survey to collect data from M-coupon application users. In total, 271 valid responses were analyzed using structural equation modeling (SEM) technology.

Findings

The results indicate that perceived value, personal innovativeness, and coupon proneness positively affect consumers’ acceptance of M-coupon applications. Personal innovativeness has more positive impact on behavioral intention for males than for females. However, the differential effects of coupon proneness on behavioral intention are not significant between males and females. In addition, the findings show that perceived convenience, perceived enjoyment, and perceived money savings positively influence perceived value, whereas perceived fees and perceived privacy risk negatively influence it.

Practical implications

This study helps M-coupon application providers to identify who is positive toward their services and how to improve consumers’ perceived value of the services, eventually expanding their user base.

Originality/value

Prior studies mainly focussed on the usage behavior of M-coupons and overlooked the important role of M-coupon applications in promoting M-coupon use. This research fills this gap. The research findings offer insights into the factors influencing consumers’ behavioral intention to adopt M-coupon applications. Besides, the results of gender’s moderating effect advance the understanding of the differences in males’ coupon usage intentions between the contexts of M-coupon applications and paper-based coupon services, which enrich couponing research.

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Article
Publication date: 11 May 2015

Saman Khajehzadeh, Harmen Oppewal and Dewi Tojib

This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type…

Abstract

Purpose

This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type of product offered, the convenience of accessing a retailer and the consumer’s shopping motivation. Retailers increasingly use mobile coupon services as a complementary channel to send promotional offers to consumers.

Design/methodology/approach

Two studies examine how the three factors interact in determining coupon redemption. Both involve a scenario-based experiment. Participants are over 750 members of an online panel in the USA.

Findings

The results show that when the retailer offers a hedonic product, consumers’ shopping motivation matters more, whereas when the retailer offers a utilitarian product, consumers’ location dominates their redemption intentions.

Research limitations/implications

One limitation of this research is the use of hypothetical scenarios. Although this limitation was addressed by conducting a quasi-experiment, future research could be carried out using a field experiment.

Practical implications

Results suggest that in a mobile channel, personalization of promotions is more important for utilitarian shoppers than for hedonic shoppers.

Originality/value

Drawing on the theories of regulatory focus and preference for the status quo, this paper posits that mobile coupon redemption is determined by whether the offer requires consumers to divert from their focal shopping motivation (i.e. their status quo). The authors explain this difference by showing the mediating role of regulatory fit.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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