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Examining m-coupon redemption intention among consumers: A moderated moderated-mediation and conditional model |
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| Institution: | 1. Institute of Management Technology (IMT), Raj Nagar, Ghaziabad, 201001, India;2. National Institute of Industrial Engineering (NITIE), Vihar Lake Road, Powai, Mumbai, 400087, India;3. University of Puerto Rico, San Juan, PR, USA;1. Bloch School of Management, University of Missouri—Kansas City, 5110 Cherry St, Kansas City, MO 64110, USA;2. Area of Information Systems and Quantitative Sciences, Texas Tech University, 703 Flint Avenue, Lubbock, TX 79409, USA;3. Department of Economics, The University of Kansas, 415 Snow Hall, 1460 Jayhawk Blvd, Lawrence, KS 66045, USA;1. University at Albany (SUNY), 399A School of Business, Albany, NY, 12222, USA;2. University of Tennessee at Knoxville, School of Information Sciences, 444 Communications Building, Knoxville, TN, USA;3. Development Management Institute, 5th Floor, Gandhi Maidan, Patna, Bihar, India;1. School of Business, Nanjing Audit University, Nanjing, 211815, China;1. Department of Economics and Management, University of Parma, Via Kennedy 6, Parma, Italy;2. Department of Economics, University of Ferrara, Via Voltapaletto 11, Ferrara, Italy |
| Abstract: | The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies have endorsed the potential of mobile (m)-coupons, not much is known about the consumer’s intention to redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial implications have also been highlighted in the study. |
| Keywords: | m-Coupon VAM Redemption Repeat usage behavior Perceived privacy risk |
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