 Examining m-coupon redemption intention among consumers: A moderated moderated-mediation and conditional modelPreeti Nayal, Neeraj Pandey and Justin Paul International Journal of Information Management, 2021, vol. 57, issue C 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 (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:57:y:2021:i:c:s0268401220314870 DOI: 10.1016/j.ijinfomgt.2020.102288 Access Statistics for this article International Journal of Information Management is currently edited by Yogesh K. Dwivedi More articles in International Journal of Information Management from Elsevier |
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