Mobile Coupons Research Articles

Roles of perceived value and individual differences in the acceptance of mobile coupon applications

Purpose – The purpose of this paper is to examine how consumers’ value evaluation and personality factors influence consumers’ intention to adopt mobile coupon (M-coupon) applications in China. The moderating effect of gender on the relationships between personality factors and consumers’ adoption intention is also tested. Design/methodology/approach – This study conducted a survey to collect data from M-coupon application users. In total, 271 valid responses were analyzed using structural equation modeling (SEM) technology. Findings – The results indicate that perceived value, personal innovativeness, and coupon proneness positively affect consumers’ acceptance of M-coupon applications. Personal innovativeness has more positive impact on behavioral intention for males than for females. However, the differential effects of coupon proneness on behavioral intention are not significant between males and females. In addition, the findings show that perceived convenience, perceived enjoyment, and perceived money savings positively influence perceived value, whereas perceived fees and perceived privacy risk negatively influence it. Practical implications – This study helps M-coupon application providers to identify who is positive toward their services and how to improve consumers’ perceived value of the services, eventually expanding their user base. Originality/value – Prior studies mainly focussed on the usage behavior of M-coupons and overlooked the important role of M-coupon applications in promoting M-coupon use. This research fills this gap. The research findings offer insights into the factors influencing consumers’ behavioral intention to adopt M-coupon applications. Besides, the results of gender’s moderating effect advance the understanding of the differences in males’ coupon usage intentions between the contexts of M-coupon applications and paper-based coupon services, which enrich couponing research.

Mobile coupons: what to offer, to whom, and where?

Purpose – This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type of product offered, the convenience of accessing a retailer and the consumer’s shopping motivation. Retailers increasingly use mobile coupon services as a complementary channel to send promotional offers to consumers. Design/methodology/approach – Two studies examine how the three factors interact in determining coupon redemption. Both involve a scenario-based experiment. Participants are over 750 members of an online panel in the USA. Findings – The results show that when the retailer offers a hedonic product, consumers’ shopping motivation matters more, whereas when the retailer offers a utilitarian product, consumers’ location dominates their redemption intentions. Research limitations/implications – One limitation of this research is the use of hypothetical scenarios. Although this limitation was addressed by conducting a quasi-experiment, future research could be carried out using a field experiment. Practical implications – Results suggest that in a mobile channel, personalization of promotions is more important for utilitarian shoppers than for hedonic shoppers. Originality/value – Drawing on the theories of regulatory focus and preference for the status quo, this paper posits that mobile coupon redemption is determined by whether the offer requires consumers to divert from their focal shopping motivation (i.e. their status quo). The authors explain this difference by showing the mediating role of regulatory fit.

모바일 메신저 환경하의 모바일 상품권 선물증여 의도 모형

ABSTRACT Purpose: The purpose of this research is to develop a model tat explains the motivation of mobile coupon gift intention in mobile instant messenger service.Methods: This study utilized Structural Equation Model to clarify factors those influence mobile coupon gift intention under mobile messenger environment.Results: The research model in this study is verified with two hundreds sample data. This study found that mobile coupon gift-givers's giving intention is influenced by experimental and obligated motivation, price utility, social value of gift-giving, and perceived ease of use of the technology. Conclusion: This study verified five factors those influence to mobile coupon gift-giving intention. Although this study initially suggests and verify gift-giving intention model, we expect further research that related to other factors affecting the intention and other recent technology factors such as personal innovation and others.Key Words: Mobile Coupon, Gift-Giving, Mobile Instant Messenger, Customer Value

Beacon-Based O2O Marketing for Financial Institutions

Purpose - This thesis aims to propose a method to help financial institutions improve their customers' convenience online and offline through a Bluetooth based App using the tool of a beacon. The emergence of smartphones in the 21st century and their increasing use makes it possible to search for information easily. Research design, data, and methodology - With the short-distance Bluetooth technology for smartphones, which finds users within a radius of 50m to provide the functions of message transmission and mobile payment, users can access information services and use mobile coupons in certain premises. Thus, beacon-based O2O technology has been developed. Results - This study offers a method of attracting customers through an O2O marketing strategy that overcomes the existing limitations of Web and Offline media. Conclusions -Since beacon technology has the advantage of more accurate positioning than GPS, financial institutions provide their product information for users through the basic function of a beacon, using an O2O (Online to Offline) marketing solution and, therefore, effectively enable customers to make relevant payments online and conduct their financial actions offline.

Determinants of mobile coupon service adoption: assessment of gender difference

Purpose – The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral intention (BI) to use such services. Gender differences in the process of mobile coupon service adoption were also investigated. Design/methodology/approach – The online survey was distributed to US adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained. Findings – The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and SN showed strong effects on BI to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males. Originality/value – The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services.

Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit

Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert from their focal shopping motivation. Regulatory fit, the perception of receiving an offer that is relevant to consumers' regulatory goals, mediates this divergence effect, but only for utilitarian shoppers. Results from two scenario experiments support the main hypothesis and show that utilitarian shoppers perceive greater regulatory fit when an offer is compatible with their focal shopping motivation. In contrast, hedonic shoppers perceive no difference in regulatory fit when an offer diverts them from their focal shopping motivation. This explains why hedonic shoppers redeem a wider variety of offers than utilitarian shoppers and why utilitarian shoppers require more personalization to generate coupon redemption.

The drivers of consumers’ intention to redeem a push mobile coupon

A modern-day marketing tool that has caught the industry's attention is the use of mobile coupons (m-coupons). Despite the attractiveness of this new marketing tool, a high level of consumer resistance is reported. To therefore ensure the successful implementation of an m-coupon strategy, customer buy-in is a prerequisite. The research on which this article is based, aimed to explore the factors that contribute to consumers’ intention to ultimately redeem m-coupons. A hypothesised model proposes economic benefit, convenience benefit, positive consumer attitude, perceived control and social benefit as constructs that either directly or indirectly influence consumers’ intention to redeem an m-coupon. A survey of 204 respondents revealed that a consumer's positive attitude is the main driving force behind m-coupon redemption intentions. Results reflected that businesses should emphasise convenience and economic benefits in order to assist in the development of a positive attitude amongst potential m-coupon users. Consumers value their privacy and are resistant towards push-based m-coupons. If businesses incorporate these aspects into their m-couponing strategy, it will allow them to reach their audience in an entirely new manner and in doing so, potentially trigger purchase behaviour or increase store foot count.

From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange.

Key factors affecting customers' willingness to use mobile coupons in a restaurant setting

For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.

혁신성과 기술 수용 특성이 디지털 콘텐츠 선물 행위에 미치는 영향에 관한 연구 -모바일 쿠폰을 중심으로-

선물 증여 행동은 소비자의 기본적 커뮤니케이션 방법 중의 하나이며 최근 스마프폰의 대중화와 함께 휴대폰 문자 메시지로 전송되는 바코드 형태의 모바일 쿠폰 선물 시장이 성장하고 있다. 그러나 아직까지 모바일 환경에서의 선물 증여 행동이 어떠한 동기요인에서 비롯되었으며 이에 영향을 미치는 구체적인 소비 행태가 어떠한 가에 대하여는 충분히 연구되지 못하였다. 따라서 본 연구에서는 모바일 환경에서의 선물 증여 행동에 영향을 미치는 요인으로 제품 혁신성과 소비자 혁신성의 혁신성 차원 및 소비자 기술수용 특성이 선물 증여 행동에 어떠한 영향을 미치는 가를 확인해 보고자 하였다. PLS를 이용하여 연구가설을 검증하였으며 연구 결과 제품 혁신성과 기술 수용 특성은 소비자의 모바일 쿠폰 선물 행동에 긍정적 영향을 미치는 것으로 파악되었다. 조절효과와 관련하여 소비자 혁신성이 높은 소비자가 소비자 혁신성이 낮은 소비자 보다 제품 혁신성과 모바일 쿠폰 선물 태도의 관계에 더 긍정적인 것으로 나타났다. As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

Efficient mCoupon Authentication Scheme for Smart Poster Environments based on Low-cost NFC

Recently, smart devices for various services have been developed using converged telecommunications, and the market for near field communication (NFC) mobile services is expected to grow rapidly. This property makes the standard suitable for mobile coupon applications. However, mCoupons differ significantly from paper-based coupons because unprotected data can be easily copied or modified without significant cost by anyone. A high number of uncontrolled copies of coupons can result in a significant loss. In this paper, we proposed a secure mCoupon authentication scheme that is protected against illegal use in smart poster environment based on low-cost NFC to using limited resources.

Enablers and inhibitors of permission-based marketing: A case of mobile coupons

Permission-based marketing is a unique marketing practice that requires consumers' overt consent. Previous studies examined only either positive or negative predictors of adoption of permission-based marketing practices. Thus, the current study proposes and tests both enablers and inhibitors that determine consumers' adoption decision of permissionbased marketing in a context of mobile coupons and aims to provide insights on relative importance of antecedents. A national survey of US consumers (N=611) supported the proposed model. Perceived risk and subjective norm are particularly important for consumers who have never used mobile coupons. Moderating effects of prior experience was also examined. Finding of moderating effects of prior experience in mobile service adoption suggests research implications for future studies.

A Ubiquitous NFC Solution for the Development of Tailored Marketing Strategies Based on Discount Vouchers and Loyalty Cards

Because of the global economic turmoil, nowadays a lot of companies are adopting a “deal of the day” business model, some of them with great success. Generally, they try to attract and retain customers through discount coupons and gift cards, using, generally, traditional distribution media. This paper describes a framework, which integrates intelligent environments by using NFC, oriented to the full management of this kind of businesses. The system is responsible for diffusion, distribution, sourcing, validation, redemption and managing of vouchers, loyalty cards and all kind of mobile coupons using NFC, as well as QR codes. WingBonus can be fully adapted to the requirements of marketing campaigns, voucher providers, shop or retailer infrastructures and mobile devices and purchasing habits. Security of the voucher is granted by the system by synchronizing procedures using secure encriptation algorithms. The WingBonus website and mobile applications can be adapted to any requirement of the system actors.

Analyzing Behaviors Influencing Use of Mobile Coupons from the Perspective of Transaction Utility

We explored the antecedents of mobile coupon use based on acquisition-transaction utility theory (Lichtenstein, Netemeyer, & Burton, 1990) and the technology acceptance model (TAM; Davis, 1989). We analyzed data collected from 365 mobile phone users in Taiwan and developed a theoretical and empirical model. The results indicate that consumers with a higher degree of coupon proneness are more likely to recognize the usefulness of mobile coupons, and have more positive attitudes and behavioral intention toward coupon use. Both consumers' perceived usefulness and attitudes toward use appeared to have an equal and positive impact on their behavioral intention to use.

Customer usage intention of mobile commerce in India: an empirical study

PurposeMobile commerce is a broad term used for mobile banking, mobile ticketing, mobile coupons, purchasing of goods and services using mobile phones. Considering mobile penetration and changing lifestyles of the Indian population, it has huge potential. The purpose of this paper is to investigate the factors influencing the adoption intention of mobile commerce.Design/methodology/approachFor the study, a research model was developed based on constructs from the technology acceptance model and innovation resistance theory and a literature review on research related to usage intention of similar technologies which was then empirically tested using second generation statistical technique of SEM.FindingsPerceived usefulness, perceived ease of use and social influence are found to be significant dimensions of technology adoption readiness to use mobile commerce while facilitating conditions were not found to be significant. The results also indicate perceived credibility risk defined by security risk and privacy risk is significantly associated with behavioural intention in negative relation, which indicates that security and privacy concerns are important in deterring customers from using mobile commerce.Research limitations/implicationsThis study proposed and validated a new construct – technology adoption readiness. The study developed an integrated model for behavioural intention towards financial innovations.Practical implicationsKnowing the factors affecting customers' behaviour towards mobile commerce and the relationship between these factors, various banks, merchants and mobile service providers can develop their marketing strategies to ensure that people use this new service. This in turn will influence the behavioural intention and change these intentions to actual adoption of this new technology.Originality/valueThis study is one of the few empirical studies which have investigated the adoption of mobile commerce in India, which is considered one of the fastest growing countries in terms of mobile usage. The study relates to inclusion of both utilitarian and credibility aspect of adoption intention. It gives an empirical basis on which mobile and banking companies can base their mobile payments marketing strategy.

A Design and Implementation of Mobile Coupons Management System Based on NFC

Abstract Recently, coupons are distributed in various ways such as paper, Internet, and mobile phone, with the development of the information and communications technology. Coupon users benefit from the use of these coupons. For example, they can get a discount for the product that they wanted to buy and can be offered additional services. However, paper and Internet coupons have a risk of loss since users have to cut them out and keep them separately. Mobile coupons also don’t provide users with user convenience, because coupon users first look for coupon data from their mobile phone and show it to the counterperson. To solve these problems, this study proposes a NFC-based mobile coupon system under which we can use coupon data only with mobile device access. Key Words : NFC, Mobile Coupon, Service model, Coupon management system, application *본 연구는 교육과학 기술부와 한국연구재단의 지역혁신인력양성사업으로 수행된 연구결과임*이 논문은 2012년도 정부(교육과학기술부)의 재원으로 한국연구재단의 기초연구사업 지원을 받아 수행된 것임 (2012R1A1B6002354) * 경남대학교 첨단공학과 융합IT전공

모바일 쿠폰 서비스의 만족에 미치는 요인 연구

This study deals with the influencing factors for satisfaction of mobile coupon service. Thus researcher examined a structural equation modeling methodology of the path within word of mouth, satisfaction, and other exogenous variables (economic value, trust, joyfulness, innovativeness). As a result of this study, mobile coupon users understand the characteristics of basic coupon concept, and First, it was confirmed that the economic value, innovativeness affected user`s trust for coupon service and joyfulness for using coupon. Second, it was confirmed that trust and joyfulness affected user`s satisfaction and word of mouth activities. Moreover, this paper`s contribution point is the proposes of the one of the post adoption model with the quantitative study of the industrial development stages of current various mobile coupon application.

Who are the users of mobile coupons? A profile of US consumers

PurposeMobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The study identifies adopter categories based on personal innovativeness and further investigates the characteristics that distinguish identified adopter categories.Design/methodology/approachBased on innovation diffusion theory and technology acceptance model, consumers are clustered to adopter categories. The distinctiveness of adopter categories in terms of perceived usefulness, perceived ease of use, attitude, behavioral intention, and actual use of mobile coupons were investigated. Determinants of adoption decision were compared among adopter categories. A cluster analysis, Kruskal‐Wallis tests, and regression analyses were performed.FindingsAn online survey of 611 US consumers confirmed the viability of consumer adopter categories. Perceived usefulness, attitudes and behavioral intentions were significantly different across adopter categories while perceived ease of use was not. Adopter categories have different antecedents that determine mobile coupon adoption.Research limitations/implicationsThe current study contributes to the literature of diffusion of innovation and consumer segmentation by identifying four consumer adopter groups with PIIT (Personal Innovativeness in the domain of Information Technology).Practical implicationsThe study presented a snapshot of mobile coupon usage in the USA. By distinguishing the adopter categories and their characteristics, the study provides important practical implications for mobile marketers to tailor mobile marketing strategies to different adopter categories.Originality/valueThe current study fill the gap in the literature by investigating the current status of mobile coupon adoption in the USA, identifying adopter categories, and comparing the behaviors, beliefs, and attitudes related to mobile coupon adoption across the adopter categories.

Perceptions of mobile coupons: A cross-national study

This study investigates cross-national differences between young consumers’ intentions to use mobile coupons and their attitudes towards SMS coupons. A survey was conducted for collecting data from the universities in the US, Korea and Taiwan. The convenience samples consisted of 171 American, 154 Korean and 198 Taiwanese students. The results reveal that young American consumers’ acceptance of mobile coupons is influenced by perceived control and brand value. Young Korean and Taiwanese consumers’ intentions to use mobile coupons are mainly affected by the economic value of the coupons. The convenience of mobile coupons allows international advertisers to distribute mobile coupons in Asian markets without the need for setting up an elaborate redemption system. In the US, opting into mobile marketing services should be less restrictive and easy to terminate. In Asia, issuing mobile coupons for group use is a tactic to get young Asian consumers to interact with the brand.

Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers’ intention to use mobile coupon (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research.