کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886097 912983 2008 17 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Interactive Marketing - Volume 22, Issue 3, 2008, Pages 23-39