Consumers’ decision-making process in redeeming and sharing behaviors toward app-based mobile coupons in social commerce

Abstract

Social commerce has been gradually integrated into mobile coupon promotions. Although the consumer behaviors of redeeming and sharing are crucial for the success of mobile coupon promotions, consumers’ decision making in the social commerce environment is largely unknown. Therefore, drawing upon the stimulus–organism–response framework, this study proposes a research model to explore how coupon and social commerce features influence consumers’ intentions to redeem and share app-based mobile coupons. The proposed model is validated using the partial least squares method. Results show that perceived coupon value (PCV) and situational product involvement (SPI) positively influence redeeming and sharing intentions. In addition, PCV is positively affected by economic benefit, perception of others, informativeness of ratings and reviews, and vividness of reviews, whereas SPI is positively affected by economic benefit, social presence of web, informativeness of ratings and reviews, and vividness of reviews. Finally, this study identifies the mediating roles of PCV and SPI in the relationships between feature factors and intention variables.