Digital Coupon Redemption: Conceptualization, Scale Development and Validation

Abstract

The purpose of this study is to develop a reliable and valid scale for measuring digital coupon redemption. The scale development process began with the grounded theory approach for item generation. This was followed by the development of a conceptual framework, item generation, initial reliability analysis, exploratory factor analysis and confirmatory factor analysis (CFA) based on primary data collected from 609 participants. For validating the scale, the CFA was repeated using data from 411 unique participants. Results from two independent surveys supported the proposed scale in terms of construct, convergent and discriminant validity. Survey study resulted in a 45-item digital coupon redemption scale. It also covers digital aspects such as intention to search, attitude toward internet searching, perceived risk, perceived convenience and personal innovativeness which were not covered in earlier promotion scales. This scale would assist marketers to maximize digital coupon redemption during their promotion campaigns. This is the first attempt to provide a comprehensive scale to measure digital coupon redemption in the marketing literature.

Online group buying behavior: A study of experiential versus material purchases

“…However, an alternative perspective stems from the fact that a reason to prefer buying in groups is the perceived benefit of purchasing desirable products at a discounted price (Luo et al, 2014; Nayal & Pandey, 2020; Tai et al, 2012). These economic benefits allow customers to identify themselves (and signal to others) as savvy and thrifty individuals who focus more on how much they saved as opposed to how much they spent (Miller, 1998).…”

“…For example, Klein and Sharma (2022) investigated the extent to which involvement mediated the relationship between decision‐making styles (in their case, eight different decision‐making styles, such as perfectionism and brand consciousness) and intentions to participate in online group buying. Ieva et al (2018) showed the effects that value consciousness and enjoyment have on embracing deals‐of‐the‐day; and Nayal and Pandey (2020) further expanded the list of drivers of intentions to redeem digital coupons to include variables such as attitudes toward internet searching and subjective norms. This study continues the tradition of investigating psychological drivers, but in this case to understand what shifts preferences from buying alone, that is, just accepting the deal‐of‐the‐day, to expending the effort to form a larger group to receive a deeper discount .…”

Di̇ji̇tal İndi̇ri̇m Kuponlarina Dai̇r Müşteri̇ Algisi Ve Davranişi Üzeri̇ne Bi̇r Araştirma

“…The research involved a quantitative study based on random sampling. A 40-item questionnaire was constructed on the scale developed by Nayal and Pandey (2020). It was administered to the participants in the form of an online multiple choice survey.…”

A Study on the Influence of Conformity Behaviors, Perceived Risks, and Customer Engagement on Group Buying Intention: A Case Study of Community E-Commerce Platforms

“…For instance, Refs. [16,35,36] pointed out that consumers' use of the digital coupon redemption behavior can be regarded as the intention for digital coupon redemption. The above studies analyzed the key factors affecting consumers' digital coupon redemption intention based on the TRA, the TPB, and the unified theory of acceptance and use of technology (UTAUT).…”