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Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit

Citation

Khajehzadeh, S and Oppewal, H and Tojib, D, Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit, The Journal of Business Research, 67, (11) pp. 2447-2455. ISSN 0148-2963 (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Elsevier Inc.

DOI: doi:10.1016/j.jbusres.2014.02.012

Abstract

Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert from their focal shopping motivation. Regulatory fit, the perception of receiving an offer that is relevant to consumers' regulatory goals, mediates this divergence effect, but only for utilitarian shoppers. Results from two scenario experiments support the main hypothesis and show that utilitarian shoppers perceive greater regulatory fit when an offer is compatible with their focal shopping motivation. In contrast, hedonic shoppers perceive no difference in regulatory fit when an offer diverts them from their focal shopping motivation. This explains why hedonic shoppers redeem a wider variety of offers than utilitarian shoppers and why utilitarian shoppers require more personalization to generate coupon redemption. © 2014 Elsevier Inc.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-Oriented Product or Service Development
Objective Division:Commercial Services and Tourism
Objective Group:Other Commercial Services and Tourism
Objective Field:Commercial Services and Tourism not elsewhere classified
Author:Khajehzadeh, S (Mr Saman Khajehzadeh)
ID Code:91704
Year Published:2014
Web of Science® Times Cited:4
Deposited By:Tasmanian School of Business and Economics
Deposited On:2014-05-27
Last Modified:2016-10-05
Downloads:106 View Download Statistics

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