Quotation Dickinger, Astrid, Kleijnen, Mirella. Erscheinend. Coupons Going Wireless: Users’ Intention to Redeem Mobile Coupons. Journal of Interactive Marketing


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Abstract

Firms are increasingly using the mobile media for communication and promotion and short-messaging service (SMS), in particular. This study investigates consumers' intentions to redeem mobile (m-) coupons. Results from a survey of 370 mobile phone users in Austria indicate that consumers’ attitude toward and perceived control of m-coupons affect their intention to redeem such coupons. The effort involved in redeeming m-coupons strongly affects consumers’ attitudes toward m-coupons and fear of mobile spam influences consumers’ perceived control with regard to commercial SMS. Value seekers are more sensitive to the effort involved in redeeming m-coupons and to mobile spam than are other consumers. The results suggest that firms should not overwhelm consumers with m-coupons, consider the usability of m-coupons in deciding the right offer, and educate their consumers about how to use the m-coupons.

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Publication's profile

Affiliation WU
Type of publication Journal article
Journal Journal of Interactive Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-A, STRAT-B, WH-B
Title Coupons Going Wireless: Users’ Intention to Redeem Mobile Coupons
Year 2008
Reviewed? Y

Associations

People
Dickinger, Astrid (Former researcher)
External
Kleijnen, Mirella
Organization
Service Marketing and Tourism IN (Details)
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