IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v47y2019icp116-132.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698918304041
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Audrain-Pontevia, Anne-Françoise & N’Goala, Gilles & Poncin, Ingrid, 2013. "A good deal online: The Impacts of acquisition and transaction value on E-satisfaction and E-loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 445-452.
    2. Gahinet, Marie-Christine & Cliquet, Gérard, 2018. "Proximity and time in convenience store patronage: Kaïros more than chronos," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 1-9.
    3. Marie-Christine Gahinet & Gérard Cliquet, 2018. "Proximity and time in convenience store patronage: Kaïros more than chronos," Post-Print halshs-01806495, HAL.
    4. Mohd Suki, Norazah & Mohd Suki, Norbayah, 2017. "Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 180-188.
    5. Shimp, Terence A & Kavas, Alican, 1984. "The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, Oxford University Press, vol. 11(3), pages 795-809, December.
    6. Londoño, Juan Carlos & Elms, Jonathan & Davies, Keri, 2016. "Conceptualising and measuring consumer-based brand–retailer–channel equity," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 70-81.
    7. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 644-656, March.
    8. Park, Chang Hee & Park, Young-Hoon & Schweidel, David A., 2018. "The effects of mobile promotions on customer purchase dynamics," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 453-470.
    9. Graciola, Ana Paula & De Toni, Deonir & de Lima, Vinicius Zanchet & Milan, Gabriel Sperandio, 2018. "Does price sensitivity and price level influence store price image and repurchase intention in retail markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 201-213.
    10. Grewal, Dhruv & Bart, Yakov & Spann, Martin & Zubcsek, Peter Pal, 2016. "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 3-14.
    11. Toufaily, Elissar & Souiden, Nizar & Ladhari, Riadh, 2013. "Consumer trust toward retail websites: Comparison between pure click and click-and-brick retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 538-548.
    12. Fischer, Eileen & Arnold, Stephen J, 1990. "More than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, Oxford University Press, vol. 17(3), pages 333-345, December.
    13. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    14. Banerjee, Prantosh J. & Tripathi, Sanjeev & Sahay, Arvind, 2016. "When less is better than more: Just-below discount in tensile price promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 93-102.
    15. Zaichkowsky, Judith Lynne, 1991. "Consumer behavior: Yesterday, today, and tomorrow," Business Horizons, Elsevier, vol. 34(3), pages 51-58.
    16. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    17. Renaud Lunardo & Dominique Roux, 2015. "In-store arousal and consumers’ inferences of manipulative intent in the store environment," Post-Print hal-02022185, HAL.
    18. George M. Marakas & Mun Y. Yi & Richard D. Johnson, 1998. "The Multilevel and Multifaceted Character of Computer Self-Efficacy: Toward Clarification of the Construct and an Integrative Framework for Research," Information Systems Research, INFORMS, vol. 9(2), pages 126-163, June.
    19. Andrews, Michelle & Goehring, Jody & Hui, Sam & Pancras, Joseph & Thornswood, Lance, 2016. "Mobile Promotions: A Framework and Research Priorities," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 15-24.
    20. Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2017. "Consumer avoidance of specially priced items during social coupon redemption," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 287-293.
    21. Dickinger, Astrid & Kleijnen, Mirella, 2008. "Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons," Journal of Interactive Marketing, Elsevier, vol. 22(3), pages 23-39.
    22. Im, Hyunjoo & Ha, Young, 2013. "Enablers and inhibitors of permission-based marketing: A case of mobile coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 495-503.
    23. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    24. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 30(2), pages 199-218, September.
    25. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    26. Shaw, Norman, 2014. "The mediating influence of trust in the adoption of the mobile wallet," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 449-459.
    27. 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.
    28. Ieva, M. & De Canio, F. & Ziliani, C., 2018. "Daily deal shoppers: What drives social couponing?," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 299-303.
    29. Laroche, Michel & Pons, Frank & Zgolli, Nadia & Cervellon, Marie-Cecile & Kim, Chankon, 2003. "A model of consumer response to two retail sales promotion techniques," Journal of Business Research, Elsevier, vol. 56(7), pages 513-522, July.
    30. Okazaki, Shintaro & Taylor, Charles R., 2008. "What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets," Journal of Business Research, Elsevier, vol. 61(1), pages 4-12, January.
    31. Davari, Arezoo & Iyer, Pramod & Rokonuzzaman, Md, 2016. "Identifying the determinants of online retail patronage: A perceived-risk perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 186-193.
    32. Su, Meng & Zheng, Xiaona & Sun, Luping, 2014. "Coupon Trading and its Impacts on Consumer Purchase and Firm Profits," Journal of Retailing, Elsevier, vol. 90(1), pages 40-61.
    33. Garretson, Judith A. & Burton, Scot, 2003. "Highly Coupon and Sale Prone Consumers: Benefits Beyond Price Savings," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 162-172, June.
    34. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. 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).
    3. 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.
    4. 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).
    5. 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).
    6. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    7. 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.
    8. Park, Minjung & Yoo, Jungmin, 2020. "Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Lim, Weng Marc, 2020. "An equity theory perspective of online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:116-132. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Haili He). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.