Redemption Intention of Coupons: A Meta-Analytical Review and Future Directions

Abstract

This study proposes a framework to improve the understanding of factors influencing consumer’s intention to redeem digital coupons by employing meta-analysis. The low coupon redemption rates of around two per cent remain a major challenge for the marketers. This study focuses on this pertinent issue by employing the meta-analysis procedure for the first time on digital coupons. Additionally, a systematic literature review has also been conducted on coupons. Results suggest that customer behavioural characteristics such as attitude along with coupon proneness have a higher influence on coupon redemption rates than the coupon design elements which impact perceived value and convenience. Meta-analysis reveals important gaps in the extant literature and identifies the future agenda.