Who are the right customers for mobile and paper coupons? Online publication date: Thu, 22-Feb-2024
by Mohammad Galib
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 1, 2024
Abstract: This study aims to investigate the factors that will help marketers identify suitable consumers for mobile and paper coupons. The quantitative research study adopts a series of three studies using two different types of coupons. The data analysis was done through factor analysis, multiple regression, and t-test. This study revealed that consumer's usage intention between mobile and paper coupons is contingent upon their level of technology acceptance, need for haptics, smart shopping behaviour, and risk averseness. Through shedding light on consumer's behavioural attributes, this research will contribute to the advancement of marketing theory in the emerging coupon literature. It will also help marketers develop their segmentation, communication, and distribution strategies and target the right customers accurately. It is the first study to examine the differences in consumers' perception between mobile and coupons in light of different behavioural attributes.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com