Abstract
ABSTRACT The coupon is one of the most popular methods of promotion. This study focuses on developing a comprehensive framework for measuring usage intention of digital coupons among moviegoers. The study adopted a step by step ‘S-P-A-D-M’ procedure for building a framework for usage intention of digital coupons by reviewing the extant literature and by interviewing domain experts. The framework highlights that intention to search, coupon proneness, and perceived coupon value are the key variables influencing the usage intention of digital coupons. Propositions have also been developed for each relationship. This study provides managerial guidelines to increase coupon redemption and identifies future agenda based on the proposed framework.
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