The determinants of Women's redemption of geo-targeted m-coupons

Riadh Ladhari, Tristan Hudon, Elodie Massa and Nizar Souiden

Journal of Retailing and Consumer Services, 2022, vol. 66, issue C

Abstract: This research has two objectives. First, it examines the determinants and consequences of attitude toward geo-targeted mobile coupons (hereafter, m-coupon). Second, it studies the effect of coupon value and store brand preference on women's intention of visiting a store and redeeming geo-targeted m-coupons. Using a scenario method and an online questionnaire, data are collected from 693 women students. The results support the influence of fear of spam on m-coupon usefulness, perceived privacy risks, m-coupon proneness, ease of use, and perceived product utility. The findings also confirm the effects of perceived usefulness of m-coupons, perceived privacy risk, m-coupon proneness, perceived ease of use, and perceived product utility on women's attitudes toward fashion-related m-coupons. In turn, attitude influences intention of visiting the store and intention of redeeming the m-coupon. M-coupon value and store brand preference significantly affect intentions of redeeming the m-coupon and visiting the store.

Keywords: Geo-targeting; Mobile coupons; Fear of spam; m-coupon usefulness; m-coupon value; Store brand preference (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:66:y:2022:i:c:s0969698921004574

DOI: 10.1016/j.jretconser.2021.102891

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