Mobile Coupons Research Articles

Factors affecting mobile coupon acceptance through smartphone app

Factors affecting mobile coupon acceptance through smartphone app

Can Coupon Holding Duration and Message Framing Increase the Effect of Push Notifications on Mobile Coupon Redemption? Evidence from A Randomized Field Experiment

Can Coupon Holding Duration and Message Framing Increase the Effect of Push Notifications on Mobile Coupon Redemption? Evidence from A Randomized Field Experiment

The effects of constrained mobile coupons in the mobile channel

Despite the popularity of constrained mobile coupons in recent years, little research has examined their effectiveness. This paper presents a hidden Markov model (HMM) framework to examine the short-term and long-term effectiveness of minimum-threshold coupons (i.e., threshold-constrained coupons) and limited-time, low-price coupons (i.e., time-constrained coupons). We find that both of them boost consumers' purchase probability during the coupon redemption period. Furthermore, minimum-threshold coupons not only increase consumers’ purchase quantity during the redemption period, but also improve the customer-firm relationship beyond the redemption period. By contrast, limited-time, low-price coupons strengthen the customer-firm relationship only for consumers in a higher relationship state but not a lower relationship state. This study can help marketers allocate limited marketing resources effectively, strengthen and manage the relationship between consumers and firms, and increase product sales.

Coupxchange

Abstract: Coupons are a way for consumers to receive an incentive to purchase a product by using them. There have been a number of consumer concerns regarding coupon savings that have been exacerbated by the economic and financial crisis. With a strategic approach, online shopping applications can use coupons to attract and retain customers. Online social coupons that offer daily deals are becoming more popular. In addition to offering substantial discounts, these companies also allow their customers to experience a wide variety of products at a reduced cost, while at the same time being able to enjoy substantial discounts on those products. Mobile coupons can be time and/or location sensitive. However, it is not necessary that the customers use those coupons for themselves, since they are no longer useful for them, and it may go waste. So, in this proposed system we provide a facility for the customers to submit the coupons which are not useful to them and earn the points and get the required coupons by redeeming their points. In the backend coupon verification process will be done. This system recommends the coupon based on the category of sites they wanted. Recommendation logic is done in firebase functions. Recommended coupons will always be verified.

Targeting effectiveness of mobile coupons: from exposure to purchase

Targeting effectiveness of mobile coupons: from exposure to purchase

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

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.

“Digital Natives” Redemption Intention of M-Coupons

Mobile coupon technology is no longer new technology for a consumer to adopt. This article aims to explore key factors affecting the intention to redeem m-coupons for customers who are familiar with mobile phone technology during the COVID-19 situation. A sample of 581 consumers was collected using an online questionnaire from Jan to April 2021 in Hangzhou, the first internet and smart city of China. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) in Smart PLS 3.0 software. Results show m-coupon attitude and m-coupon proneness, are positively affected by past behavior while negatively affected by using distance, which has a positive relationship with m-coupon redemption intention. While perceived risk is no longer an influential factor. Marketers and merchants can provide more suitable strategies as small-scale, regional mobile coupons for precision marketing and coupons can be bundled with different brands for sale.

Value drivers of government issued mobile coupons usage

PurposeIn the pandemic time, many local governments in China issue mobile coupons to citizens in order to boost economy via stimulating consumption. This study examines value drivers for consumers to use government issued mobile coupons (GIMCs), which differ from traditional ones issued by retailers, during the pandemic time in mainland China.Design/methodology/approachContent analysis of 148 posts and 388 comments from Sina Weibo were performed to identify value-related antecedents of GIMCs' usage by consumers. Then, drawing on extant literature and based on the variables extracted from content analysis, a conceptual model was proposed addressing the determinants of value perceptions which motivate consumers to acquire and redeem GIMCs. A questionnaire survey was conducted among 510 citizens who used government issued m-coupons to verify hypotheses.FindingsThe research findings show that functional value (driven by economic benefits, convenience and relevance), emotional value (driven by trustworthiness, competition and altruism) and social value (driven by social norms and social recognition) positively shape consumer's attitude toward GIMCs and their intention to use GIMCs. Also, it is found that functional value and attitude link is enhanced by consumer's utilitarian shopping motivation and weakened by hedonic shopping motivation. Hedonic shopping motivation enhances the relationship between emotional value and attitude.Originality/valueThis research contributes to the theory development of coupon promotional tool by focusing on m-coupons issued by government (instead of retailers) under the pandemic background. Besides, it provides managerial insights for local authorities to design effective GIMCs policies.

The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.

The determinants of Women's redemption of geo-targeted m-coupons

This research has two objectives. First, it examines the determinants and consequences of attitude toward geo-targeted mobile coupons (hereafter, m-coupon). Second, it studies the effect of coupon value and store brand preference on women's intention of visiting a store and redeeming geo-targeted m-coupons. Using a scenario method and an online questionnaire, data are collected from 693 women students. The results support the influence of fear of spam on m-coupon usefulness, perceived privacy risks, m-coupon proneness, ease of use, and perceived product utility. The findings also confirm the effects of perceived usefulness of m-coupons, perceived privacy risk, m-coupon proneness, perceived ease of use, and perceived product utility on women's attitudes toward fashion-related m-coupons. In turn, attitude influences intention of visiting the store and intention of redeeming the m-coupon. M-coupon value and store brand preference significantly affect intentions of redeeming the m-coupon and visiting the store.

Factors Affecting Mobile Coupon Acceptance through Smartphone App

Factors Affecting Mobile Coupon Acceptance through Smartphone App

Competition Strategies for Location-Based Mobile Coupon Promotion

Location-based service heightens consumers’ shopping convenience. By utilizing spatial flexibility of consumers, retailers can target consumers via location-based mobile coupons (LBMCs) to enhance market performance. Considering the strategies for LBMC promotion for two competing retailers, we find that under different market intensities, only no adoption and symmetric adoption of LBMC promotion are the possible equilibria for the competing retailers at a low marginal targeting cost. Then, we extend our model to consider vertical (quality) differentiation and analyze the implications of adopting LBMC promotion for a superior-quality firm (with higher product valuation) and an inferior-quality firm (with lower product valuation). Mixed strategies for LBMC promotion emerge when firms’ products have different qualities. Our research findings provide useful guidance for managers and marketing practitioners to formulate strategies for targeted LBMC promotion.

Examining scarcity in mobile promotion and purchase intention: the role of location

ABSTRACT This study explores the impact of scarcity messages in mobile coupons on purchase intentions among smartphone users, as well as the moderating effect of location and product type. Psychological reactance theory serves as the overarching theory for this study. Two experiments were conducted. ANOVA and ANCOVA were used to test the hypotheses. The findings show that scarcity tactics in mobile coupons work differently with respect to the location of coupon recipients and are further impacted by the product type. Quantity limit scarcity messages are the most effective way to encourage consumers’ purchase intentions when they are at home, while time limit scarcity messages are a better way to stimulate consumer purchase when they are in a store. By comparison, vague scarcity is an effective way to encourage consumers to purchase high-involvement products when they are at home, while for low-involvement products vague scarcity can be more effective in encouraging consumer purchase while they are in a store.

The Influence of Geolocated Mobile Coupons on Customer Behavior

Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption.

Open Collaboration Strategy of International Retailers: An Analysis of Co-Creation

Mobile coupons have significantly enhanced marketing and e-commerce. To assess the benefits of mobile coupon apps, which are unavailable with traditional coupons, we examined users’ motivations for obtaining and redeeming mobile bonus coupons from a customer value perspective. We collected coupon issue and redemption data from a mobile coupon app and used it to analyze the effects of various factors on coupon issue and redemption. Using the days of coupon issue as a control variable, we tested bonus-type and buy-one-get-one-free-type coupons separately. We applied negative binomial regression for the tests and used a standardized number of issuing days, face value, price, and brand popularity. Our findings indicate that a coupon’s functional (face value and product price) and social (brand popularity) values significantly affect mobile coupon issue and redemption. Furthermore, the effects of social value on coupon issue and redemption vary by coupon type-bonus or buy-one-get-one-free. These results can help marketing and e-commerce practitioners to take advantage of the benefits of issuing the optimal mobile coupons for the right products.

The Impact of Coupons on the Visit-to-Purchase Funnel

Using data from a field experiment, we find that mobile coupons lift revenue primarily by increasing visits to the website rather than through redemption.

Competitive location-based mobile coupon targeting strategy

At present, retailers are increasingly targeting consumers based on consumers' geographic locations by distributing mobile coupons. We develop a theoretical model to compare uniform coupon targeting with one-to-one coupon targeting for two competing retailers with asymmetric mobile accessibilities. We find that retailers engage in targeting promotion only when the marginal cost of targeting is not too high. Adopting uniform coupon targeting does not necessarily lead to the prisoner's dilemma. Additionally, the asymmetry of mobile accessibility lessens inter-firm price competition. Finally, our results further demonstrate that marketers should switch from offensive to defensive targeting as the marginal cost of targeting declines.

To Whom Should I Send it? Sender Perspective on Incentivized Word of Mouth

This paper examines how consumers’ WOM-related activity can be steered by marketing measures. By conducting an experimental study using mobile coupons as a novel tool of word of mouth, we specifically investigate how monetary incentives foster senders’ decision in targeting particular receivers. Our results show that senders tend to share incentivized WOM with receivers deemed to be close to them when the amount of the incentive is unequal between sender and receiver, and information on the incentive is revealed to both sides. The different amount of incentive for senders and their receivers also leads senders to target receivers who are deal prone.

PLS–SEM in business promotion strategies. A multigroup analysis of mobile coupon users using MICOM

PurposeThe development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion tool, especially in the fast-food sector. However, the use by consumers of these coupons is not homogeneous and it is conditioned by prior experience. Thus, this study aimed to examine variations between Fast Food Restaurant (FFR) customers based on their prior experiences with the use of mobile coupon (expert vs novice users).Design/methodology/approachA sample of 400 fast-food customers was collected using a structured questionnaire. In order to compare the proposed relationships between expert and novice users, a multigroup approach was applied through new, recently proposed evaluation procedures designed for PLS–SEM.FindingsThe results show that the two groups of consumers (expert vs novice users) have notable differences regarding the relationship between perceived ease of use and perceived usefulness. This relationship was the strongest in both groups. However, there are no differences found in other aspects considered as antecedents to mobile coupons usage, for instance, usage intention and attitude.Practical implicationsThis work emphasises the importance of considering differences based on experience between mobile coupon users. Ease of use, perceived consumer utility and increased mobile coupons in apps can be the key to driving effective business strategies based on promotional tactics by FFRs. Likewise, this study can help other researchers in their empirical applications of PLS–SEM analysis.Originality/valueThis study is the first to provide an in-depth analysis of differences based on users' experience with mobile coupons at FFRs. It is innovative in its introduction of the consumer's coupon proneness variable.

Consumer responses towards mobile coupon characteristics perception and causal relationships among variables

Purpose of the study is to explore the effect of the types of mobile coupons(textvs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.