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Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector

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  • Souiden, Nizar
  • Chaouali, Walid
  • Baccouche, Mona

Abstract

This study builds on the theory of parallel distributed processing, Thaler's exchange theory, and the trust theory to extend our existing knowledge on the location-based coupons literature in the retail fast food sector. Based on several location-based coupons provided by fast food chains, a mock coupon was designed and an online survey was conducted on a sample of 228 Canadians. Attitude toward location-based advertising is found to be significantly determined by consumers’ trust and perception of control. Attitude toward location-based coupons, however, is driven by monetary benefits as well as convenience and hedonic motives. Attitude toward location-based coupons is significantly predicted by attitude toward location-based advertising. Both of them have a significant impact on consumers’ intention of using location-based coupons. The study provides strong evidence supporting Thaler's exchange theory according to which customers are motivated by monetary benefits as well as convenience and hedonic aspects.

Suggested Citation

  • Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:116-132
    DOI: 10.1016/j.jretconser.2018.11.009
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    6. Chen, Chia-Chen & Hsiao, Kuo-Lun & Li, Wan-Chen, 2020. "Exploring the determinants of usage continuance willingness for location-based apps: A case study of bicycle-based exercise apps," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Mahmoud Dehghan Nayeri & Amir-Nader Haghbin & Abdolkarim Mohammadi-Balani & Karim Bayat, 2020. "A multi-objective mean–variance mathematical programming approach to combined phase-out and clearance pricing strategy for seasonal products: case study of a Jeans retailer," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(3), pages 210-217, June.
    8. Li, Zonghuo & Wang, Di & Yang, Wensheng & Jin, Hyun Seung, 2022. "Price, online coupon, and store service effort decisions under different omnichannel retailing models," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    10. Li, Qi & Wang, Quansheng & Song, Peijian, 2022. "Do customers always adopt buy-online-and-pick-up-in-store service? Consideration of location-based store density in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
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    14. Avornyo, Philip & Fang, Jiaming & Antwi, Collins Opoku & Aboagye, Michael Osei & Boadi, Evans Asante, 2019. "Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 348-360.
    15. Hu, Li & Zhang, Mengwei & Wen, Xin, 2023. "Optimal distribution strategy of coupons on e-commerce platforms: Sufficient or scarce?," International Journal of Production Economics, Elsevier, vol. 266(C).
    16. Lim, Weng Marc, 2020. "An equity theory perspective of online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    17. Kaatz, Christopher, 2020. "Retail in my pocket– replicating and extending the construct of service quality into the mobile commerce context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    18. Chueh-Chu Ou & Kuan-Liang Chen & Wei-Kuo Tseng & Ya-Yun Lin, 2022. "A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    19. Ladhari, Riadh & Hudon, Tristan & Massa, Elodie & Souiden, Nizar, 2022. "The determinants of Women's redemption of geo-targeted m-coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    20. Ayuning Budi, Nur Fitriah & Adnan, Hafizh Rafizal & Firmansyah, Feri & Hidayanto, Achmad Nizar & Kurnia, Sherah & Purwandari, Betty, 2021. "Why do people want to use location-based application for emergency situations? The extension of UTAUT perspectives," Technology in Society, Elsevier, vol. 65(C).
    21. Ding, Long & Liu, Peng & Hu, Sen, 2023. "Geo-Fencing or Geo-Conquesting? a strategic analysis of Location-Based coupon under different market structures," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 174(C).
    22. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    23. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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