Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons

Astrid Dickinger and Mirella Kleijnen

Journal of Interactive Marketing, 2008, vol. 22, issue 3, 23-39

Abstract: Firms are increasingly using the mobile media for communication and promotion and Short Message Service (SMS), in particular. This study investigates consumers’ intentions to redeem mobile (m-) coupons. Results from a survey of 370 mobile phone users in Austria indicate that consumers’ attitude toward and perceived control of m-coupons affect their intention to redeem such coupons. The effort involved in redeeming m-coupons strongly affects consumers’ attitudes toward m-coupons, and fear of mobile spam influences consumers’ perceived control with regard to commercial SMS. Value seekers are more sensitive to the effort involved in redeeming m-coupons and to mobile spam than are other consumers. The results suggest that firms should not overwhelm consumers with m-coupons, consider the usability of m-coupons in deciding the right offer, and educate their consumers about how to use the m-coupons.

Date: 2008
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Citations: View citations in EconPapers (53)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:22:y:2008:i:3:p:23-39

DOI: 10.1002/dir.20115

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