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Examining m-coupon redemption intention among consumers: A moderated moderated-mediation and conditional model

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  • Nayal, Preeti
  • Pandey, Neeraj
  • Paul, Justin

Abstract

The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies have endorsed the potential of mobile (m)-coupons, not much is known about the consumer’s intention to redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial implications have also been highlighted in the study.

Suggested Citation

  • Nayal, Preeti & Pandey, Neeraj & Paul, Justin, 2021. "Examining m-coupon redemption intention among consumers: A moderated moderated-mediation and conditional model," International Journal of Information Management, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:ininma:v:57:y:2021:i:c:s0268401220314870
    DOI: 10.1016/j.ijinfomgt.2020.102288
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    Cited by:

    1. 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).

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