Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons

Journal of Interactive Marketing - Tập 22 - Trang 23-39 - 2008
Astrid Dickinger1, Mirella Kleijnen2
1Assistant Professor, Department of New Media Technology, MODUL University Vienna, Austria
2Assistant Professor in the Faculty of Economics and Business Administration, VU Univerity Amsterdam, The Netherlands

Tóm tắt

Firms are increasingly using the mobile media for communication and promotion and Short Message 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.

Tài liệu tham khảo

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Journal of Interactive Marketing

Tập 22

23-39

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