Abstract
ABSTRACT This research investigates whether a difference exists in m-coupon usage, attitudes and redemption behaviors between consumers from the United States of America and India. Market maven attitudes, coupon proneness, and the amount of time spent shopping, as well as, m-coupon attitudes, redemption attitudes, intention to redeem, social norms, and past usage are measured and m-coupon users in the USA and India were found to exhibit vastly different attitudes and coupon redemption behaviors. This study demonstrates M-coupon users from the USA and India were found to differ with regards to market maven attitudes, m-coupon use, shopping behaviors, redemption attitudes, social norms, level of income and education. Keywords Coupons, consumer decision theory, marketing, advertising, product placement, mobile technology, web-based advertising
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