Clipping coupons in cyberspace: A proposed model of behavior for deal-prone consumers

Abstract

The use of cents-off coupons by consumers is a widespread phenomenon and is well documented in the marketing literature. Recently, coupons have become available in electronic form on the World Wide Web. This article introduces an adaptation of the theory of planned behavior applied to coupon usage that encapsulates both traditional and electronic environments. A careful review of the couponing literature is presented, along with a proposed theoretical framework. A methodology for empirical verification is suggested and managerial implications are discussed, along with avenues for further research. © 2000 John Wiley & Sons, Inc.