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Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector

Nizar 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)
Date: 2019
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