Khajehzadeh, S and Oppewal, H and Tojib, D, Mobile coupons: what to offer, to whom, and where?, European Journal of Marketing, 49, (5/6) pp. 851-873. ISSN 0309-0566 (2015) [Refereed Article]
Copyright 2015 Emerald Group Publishing Limited
Purpose: This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type of product offered, the convenience of accessing a retailer and the consumerís shopping motivation. Retailers increasingly use mobile coupon services as a complementary channel to send promotional offers to consumers.
Design/methodology/approach: Two studies examine how the three factors interact in determining coupon redemption. Both involve a scenario-based experiment. Participants are over 750 members of an online panel in the USA.
Findings: The results show that when the retailer offers a hedonic product, consumersí shopping motivation matters more, whereas when the retailer offers a utilitarian product, consumersí location dominates their redemption intentions.
Research limitations/implications: One limitation of this research is the use of hypothetical scenarios. Although this limitation was addressed by conducting a quasi-experiment, future research could be carried out using a field experiment.
Practical implications: Results suggest that in a mobile channel, personalization of promotions is more important for utilitarian shoppers than for hedonic shoppers.
Originality/value: Drawing on the theories of regulatory focus and preference for the status quo, this paper posits that mobile coupon redemption is determined by whether the offer requires consumers to divert from their focal shopping motivation (i.e. their status quo). The authors explain this difference by showing the mediating role of regulatory fit.
|Item Type:||Refereed Article|
|Keywords:||shopping motivation, regulatory focus, access convenience, mobile channel, mobile coupon redemption, product type|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Consumer-oriented product or service development|
|Objective Division:||Commercial Services and Tourism|
|Objective Group:||Other commercial services and tourism|
|Objective Field:||Other commercial services and tourism not elsewhere classified|
|UTAS Author:||Khajehzadeh, S (Mr Saman Khajehzadeh)|
|Web of Science® Times Cited:||17|
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