EconPapers    
Economics at your fingertips  
 

Effort justification for fun activities?: The effect of location-based mobile coupons using games

Hee Jin Kim and Hayeon Song

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: Based on the effort justification explanation, this study tested whether consumers perceive the value of mobile coupons differently depending on how they received them. A 3 (activities to receive a coupon: none vs. online survey vs. game) x 2 (product type: hedonic vs. utilitarian) between-subject design experiment (NÂ =Â 200) was conducted. Findings suggested that game condition, compared to others, resulted in a higher perceived coupon value. A significant conditional indirect effect was found such that games enhance positive affect especially when the product type was utilitarian, and enhanced positive affect results in further boosting the perceived coupon value.

Keywords: Mobile coupon; Coupon; Game; Effort justification; Mobile marketing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698919308811
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919308811

DOI: 10.1016/j.jretconser.2019.102029

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
Bibliographic data for series maintained by Haili He ().

 
Page updated 2020-06-13
Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919308811