 Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sectorNizar Souiden, Walid Chaouali and Mona Baccouche Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 116-132 Abstract: This study builds on the theory of parallel distributed processing, Thaler's exchange theory, and the trust theory to extend our existing knowledge on the location-based coupons literature in the retail fast food sector. Based on several location-based coupons provided by fast food chains, a mock coupon was designed and an online survey was conducted on a sample of 228 Canadians. Attitude toward location-based advertising is found to be significantly determined by consumers’ trust and perception of control. Attitude toward location-based coupons, however, is driven by monetary benefits as well as convenience and hedonic motives. Attitude toward location-based coupons is significantly predicted by attitude toward location-based advertising. Both of them have a significant impact on consumers’ intention of using location-based coupons. The study provides strong evidence supporting Thaler's exchange theory according to which customers are motivated by monetary benefits as well as convenience and hedonic aspects. Keywords: Location-based advertising; Location-based coupons; Attitude; Use intention; Fast food sector (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:joreco:v:47:y:2019:i:c:p:116-132 DOI: 10.1016/j.jretconser.2018.11.009 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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