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

Author

Listed:
  • Khajehzadeh, Saman
  • Oppewal, Harmen
  • Tojib, Dewi

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.

Suggested Citation

  • Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2447-2455
    DOI: 10.1016/j.jbusres.2014.02.012
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    References listed on IDEAS

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    Cited by:

    1. Kuo, Andrew & Rice, Dan Hamilton & Fennell, Patrick, 2016. "How fitting! The influence of fence-context fit on price discrimination fairness," Journal of Business Research, Elsevier, vol. 69(8), pages 2634-2640.
    2. repec:eee:joreco:v:35:y:2017:i:c:p:150-162 is not listed on IDEAS
    3. repec:eee:joreco:v:39:y:2017:i:c:p:123-134 is not listed on IDEAS
    4. repec:eee:joreco:v:40:y:2018:i:c:p:299-303 is not listed on IDEAS
    5. repec:eee:jbrese:v:85:y:2018:i:c:p:514-522 is not listed on IDEAS
    6. repec:eee:joreco:v:47:y:2019:i:c:p:116-132 is not listed on IDEAS
    7. repec:eee:jouret:v:94:y:2018:i:2:p:203-216 is not listed on IDEAS
    8. repec:sgm:jmcbem:v:2:i:6:y:2017:p:77-96 is not listed on IDEAS

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