Exploring the Effect of Coupon Proneness and Redemption Efforts on Mobile Coupon Redemption Intentions

Ernesto Gonzalez

doi:10.5539/ijms.v8n6p1

Abstract

<p>This paper examined the impact of coupon proneness and redemption efforts on the intention to redeem or use mobile coupons from the smartphones in a sample of business students at Florida National University. The descriptive analysis, which was based on the Theory of Reasoned Action, Theory of Plan Behavior, Acquisition-Transaction Utility Theory, Unified Theory of Acceptance and Use of Technology, and The Technology Acceptance Model Theory, used the coupon proneness, redemption efforts and the intention to redeem or use mobile coupons scales adapted to mobile coupons setting. Structural equation modeling revealed two subcomponents of the coupon proneness (coupon propensity and enjoyment) and high and significant values of coupon propensity and enjoyment on the intention to redeem or use mobile coupons for the groups of students. However, the impact of redemption efforts on the intention to redeem or use mobile coupons was negative as expected, but weak and not significant.</p>

Highlights

Mobile promotions comprise information delivered on a mobile device, and offer an exchange of value that intends to drive a specific short-term behavior in the short term
The descriptive analysis, which was based on the Theory of Reasoned Action, Theory of Plan Behavior, Acquisition-Transaction Utility Theory, Unified Theory of Acceptance and Use of Technology, and The Technology Acceptance Model Theory, used the coupon proneness, redemption efforts and the intention to redeem or use mobile coupons scales adapted to mobile coupons setting
This section elaborates upon the research question: How do mobile coupon proneness and redemption efforts affect the intention to redeem mobile coupons? The obtained structural model, displayed in Figure 1, assessed three predictors’ direct effects on business students’ intention to use mobile coupons (IUMC)

Summary

Introduction

Mobile promotions comprise information delivered on a mobile device, and offer an exchange of value that intends to drive a specific short-term behavior in the short term. The mobile text messages redeemed inside stores to obtain a product or service discount are known as “m-coupons” (Hsu, Wang, & Wen, 2006) These mobile coupons have become increasingly effective as sales and communication tools, regarding the extent to which people from all ages, income levels, family structures, and civil status have become more aware of the benefits of using mobile devices for purchasing. These coupons offer marketers opportunities to connect with customers to obtain data on locations and customer behaviors as they are delivered, at any time of the day or week, during different situations that will stimulate unplanned purchases (Andrews et al, 2016). Mobile coupons cannot be lost, as they are carried in the cell phone’s memory until redemption (Banerjee & Yancey, 2009)

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