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Groupon, m-commerce and mobile apps: Perceptions of small business owners and consumers

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  • Laura Reinhart
  • Mary Kate Naatus

Abstract

This study analyzes the digital and mobile commerce market from the perspective of both consumers and small business owners in a particular urban area. Two surveys were conducted, one from a consumer perspective and the second from the small business owners' perspective. The surveys asked about use of and perceptions of Groupon and other mobile coupon deals. Preliminary findings suggest that while consumers are likely to use mobile apps to make purchases and save money, small business owners consider Groupon deals risky and are less likely to use them to help drive sales and attract new customers. The paper concludes with recommendations for business owners to design digital deals that maximize consumer engagement as well as new revenue generation, thus minimizing the risk expressed in the business owner surveys.JEL classification numbers: M13, M31Keywords: mobile apps, Groupon, mobile deals, daily deals, digital marketing, small business, entrepreneurship

Suggested Citation

  • Laura Reinhart & Mary Kate Naatus, 2017. "Groupon, m-commerce and mobile apps: Perceptions of small business owners and consumers," Business & Entrepreneurship Journal, SCIENPRESS Ltd, vol. 6(1), pages 1-3.
    • Handle: RePEc:spt:busent:v:6:y:2017:i:1:f:6_1_3
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    References listed on IDEAS

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    1. Liran Einav & Jonathan Levin & Igor Popov & Neel Sundaresan, 2014. "Growth, Adoption, and Use of Mobile E-Commerce," American Economic Review, American Economic Association, vol. 104(5), pages 489-494, May.
    2. Benjamin Edelman & Sonia Jaffe & Scott Duke Kominers, 2010. "To Groupon or Not to Groupon: The Profitability of Deep Discounts," Harvard Business School Working Papers 11-063, Harvard Business School, revised Jan 2014.
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    More about this item

    Keywords

    mobile apps; groupon; mobile deals; daily deals; digital marketing; â small business; entrepreneurship;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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