Title: Who are the right customers for mobile and paper coupons?

Authors: Mohammad Galib

Addresses: Department of Business Administration, College of Business, Tennessee State University, 37203, 330 10th Ave S., Nashville, Tennessee, USA

Abstract: This study aims to investigate the factors that will help marketers identify suitable consumers for mobile and paper coupons. The quantitative research study adopts a series of three studies using two different types of coupons. The data analysis was done through factor analysis, multiple regression, and t-test. This study revealed that consumer's usage intention between mobile and paper coupons is contingent upon their level of technology acceptance, need for haptics, smart shopping behaviour, and risk averseness. Through shedding light on consumer's behavioural attributes, this research will contribute to the advancement of marketing theory in the emerging coupon literature. It will also help marketers develop their segmentation, communication, and distribution strategies and target the right customers accurately. It is the first study to examine the differences in consumers' perception between mobile and coupons in light of different behavioural attributes.

Keywords: mobile and paper coupon; technology acceptance; TECH; need for haptics; smart shopping behaviour; SMSB; risk averseness; RISK.

DOI: 10.1504/IJIMA.2024.136810

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.1, pp.50 - 82

Received: 10 Mar 2022
Accepted: 23 Jul 2022
Published online: 22 Feb 2024 *

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