Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective

Abstract: Mobile coupons have significantly enhanced marketing and e-commerce. To assess the benefits of mobile coupon apps, which are unavailable with traditional coupons, we examined users’ motivations for obtaining and redeeming mobile bonus coupons from a customer value perspective. We...

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Autores principales:	Lee,Hong Joo, Choeh,Joon Yeon
Lenguaje:	English
Publicado:	Universidad de Talca 2021
Materias:	Mobile coupon Customer value Face value Product price Brand popularity
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200103
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spelling	oai:scielo:S0718-187620210002001032020-11-26Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value PerspectiveLee,Hong JooChoeh,Joon Yeon Mobile coupon Customer value Face value Product price Brand popularity Abstract: Mobile coupons have significantly enhanced marketing and e-commerce. To assess the benefits of mobile coupon apps, which are unavailable with traditional coupons, we examined users’ motivations for obtaining and redeeming mobile bonus coupons from a customer value perspective. We collected coupon issue and redemption data from a mobile coupon app and used it to analyze the effects of various factors on coupon issue and redemption. Using the days of coupon issue as a control variable, we tested bonus-type and buy-one-get-one-free-type coupons separately. We applied negative binomial regression for the tests and used a standardized number of issuing days, face value, price, and brand popularity. Our findings indicate that a coupon’s functional (face value and product price) and social (brand popularity) values significantly affect mobile coupon issue and redemption. Furthermore, the effects of social value on coupon issue and redemption vary by coupon type-bonus or buy-one-get-one-free. These results can help marketing and e-commerce practitioners to take advantage of the benefits of issuing the optimal mobile coupons for the right products.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.16 n.2 20212021-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200103en10.4067/S0718-18762021000200103
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Mobile coupon Customer value Face value Product price Brand popularity
spellingShingle	Mobile coupon Customer value Face value Product price Brand popularity Lee,Hong Joo Choeh,Joon Yeon Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
description	Abstract: Mobile coupons have significantly enhanced marketing and e-commerce. To assess the benefits of mobile coupon apps, which are unavailable with traditional coupons, we examined users’ motivations for obtaining and redeeming mobile bonus coupons from a customer value perspective. We collected coupon issue and redemption data from a mobile coupon app and used it to analyze the effects of various factors on coupon issue and redemption. Using the days of coupon issue as a control variable, we tested bonus-type and buy-one-get-one-free-type coupons separately. We applied negative binomial regression for the tests and used a standardized number of issuing days, face value, price, and brand popularity. Our findings indicate that a coupon’s functional (face value and product price) and social (brand popularity) values significantly affect mobile coupon issue and redemption. Furthermore, the effects of social value on coupon issue and redemption vary by coupon type-bonus or buy-one-get-one-free. These results can help marketing and e-commerce practitioners to take advantage of the benefits of issuing the optimal mobile coupons for the right products.
author	Lee,Hong Joo Choeh,Joon Yeon
author_facet	Lee,Hong Joo Choeh,Joon Yeon
author_sort	Lee,Hong Joo
title	Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
title_short	Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
title_full	Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
title_fullStr	Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
title_full_unstemmed	Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective
title_sort	motivations for obtaining and redeeming coupons from a coupon app: customer value perspective
publisher	Universidad de Talca
publishDate	2021
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200103
work_keys_str_mv	AT leehongjoo motivationsforobtainingandredeemingcouponsfromacouponappcustomervalueperspective AT choehjoonyeon motivationsforobtainingandredeemingcouponsfromacouponappcustomervalueperspective
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Motivations for Obtaining and Redeeming Coupons from a Coupon App: Customer Value Perspective

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