Do Shoppers Like Electronic Coupons?

Chiou-Wei, Song-Zan; Inman, J. Jeffrey

doi:10.1016/j.jretai.2008.07.003

Cited by 76 publications

(33 citation statements)

References 41 publications

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“…Bowman, 1980;Inman and McAlister, 1994). Chiou-Wei ' and Inman (2008) investigated the determinants of electronic coupon redemption and found that higher face value appears to be a critical element in electronic coupon format, and this gives rise to more purchases for nonperishables (shampoo and detergent) whereas the expiration date has no evident effect. Despite these previous studies 510…”

Section: Introductionmentioning

confidence: 99%

Modeling e‐coupon proneness as a mediator in the extended TPB model to predict consumers' usage intentions

Chen

Lu²

2011

Internet Research

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Purpose -Given the growing importance of e-coupons as promotional devices, predicting consumers' e-coupons redemption intention is essential to the evaluation of this promotion strategy. This paper aims to address this issue. An extended theory of planned behavior (TPB) research model which further includes consumers' e-coupon proneness as a mediator is built in this study to predict consumers' usage intentions of e-coupons. Design/methodology/approach -This research collected research data on a questionnaire collection web site, because most e-coupon users are also internet surfers. There were 626 valid surveys returned as the data input for structural equation model (SEM) analysis. Findings -The results from this empirical study reveal that failure to include e-coupon proneness as a mediator in the extended TPB model can lead to an inability to explain consumers' usage intentions of e-coupons well. Moreover, given such a totally new environment, the direct infiuences of consumers' perceived behavioral control of using e-coupons and consumers' past behavior of using e-coupons are strong predictors and cannot be ignored.Research limitations/implications -The main limitation of this study is that the measures of the independent and dependent variables in the present study are based on self-reported methods. It is likely that the relationships among some of the variables may be somewhat inflated, and a common method variance must be considered. Practical implications -The empirical results and findings from this study are helpful to online marketers if they can identify those consumers who have e-coupon proneness and tailor the promotion campaigns to these consumers, raising the e-coupon redemption intentions. Originality/value -To the best of the authors' knowledge, this study is among the first to provide analytical insight into e-coupon usage intention with e-coupon proneness as a mediator by building an extended TPB model in computer-mediated environments.

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Section: Introductionmentioning

confidence: 99%

Modeling e‐coupon proneness as a mediator in the extended TPB model to predict consumers' usage intentions

Chen

Lu²

2011

Internet Research

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“…Prior research has shown that coupon duration affects coupon profitability [7]. However, research on electronic coupons has shown that there is no significant effect of a coupon's expiry date on sales [8]. Unlike traditional coupons where the expiration date and validity period are the same, on localized daily deal sites, the two are distinct.…”

Section: Value Propositionmentioning

confidence: 99%

Value proposition and social proof in online deals

Amblee

Bui

2012

Proceedings of the 14th Annual International Conference on Electronic Commerce

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In this paper, we examine the role of value proposition and social proof on the success of localized online deals that are made available in coupon form. We develop a model to understand what factors affect coupon sales of a deal and conduct an empirical validation study on Groupon.com, the leading localized daily deal website. We find that both the value proposition and the level of social proof play an important role in demand generation for deals, and that our model can successfully predict future coupon sales. Based on our findings, we describe the managerial implications and directions for future research.

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“…Regarding coupon usage, for example, Chiou-Wei and Inman (2008) found that redemption rates of online coupons increased as coupon face value increased, implying that online coupons may be more effective for larger-ticket items and durables (Grewal et al 2011). Chen, Monroe, andLou (1998) found that framing price promotion messages is important across product categories.…”

Section: Effectiveness Comparisonmentioning

confidence: 99%