“…A significant portion of the previous coupon studies focused on coupon-related factors, socio-economic factors, socio-demographic factors, coupon proneness, privacy, mobile content service usage, mobile coupon application, SMS-based coupons, mobile ads, advertising format, mobile coupon services, brand loyalty, cross-cultural studies, segmented studies (such as fast food, dining restaurants and retail stores), coupon proneness, and mobile coupon sharing on social network sites [11,18,19,20,21,22]. None of these studies conducted a comparative analysis of consumers' perceptions between paper and mobile coupons.…”