Exploring the Effect of Coupon Proneness and Redemption Efforts on Mobile Coupon Redemption Intentions

Ernesto Gonzalez

International Journal of Marketing Studies, 2016, vol. 8, issue 6, 1-15

Abstract: This paper examined the impact of coupon proneness and redemption efforts on the intention to redeem or use mobile coupons from the smartphones in a sample of business students at Florida National University. The descriptive analysis, which was based on the Theory of Reasoned Action, Theory of Plan Behavior, Acquisition-Transaction Utility Theory, Unified Theory of Acceptance and Use of Technology, and The Technology Acceptance Model Theory, used the coupon proneness, redemption efforts and the intention to redeem or use mobile coupons scales adapted to mobile coupons setting. Structural equation modeling revealed two subcomponents of the coupon proneness (coupon propensity and enjoyment) and high and significant values of coupon propensity and enjoyment on the intention to redeem or use mobile coupons for the groups of students. However, the impact of redemption efforts on the intention to redeem or use mobile coupons was negative as expected, but weak and not significant.

Keywords: mobile coupons; electronic coupons; proneness; coupon redemption efforts; intentions to redeem mobile coupons (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:6:p:1-15

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