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

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  • Ladhari, Riadh
  • Hudon, Tristan
  • Massa, Elodie
  • Souiden, Nizar

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.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698921004574
    DOI: 10.1016/j.jretconser.2021.102891
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    1. Zhang, Hongchao & Yu, Yu & Qin, Yinggao, 2023. "The effects of constrained mobile coupons in the mobile channel," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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