The Influence of Geolocated Mobile Coupons on Customer Behavior

Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption.

Exploring Mechanisms of Recruitment and Recruitment Cooperation in Respondent Driven Sampling

Respondent driven sampling (RDS) is a sampling method designed for hard-to-sample groups with strong social ties. RDS starts with a small number of arbitrarily selected participants (“seeds”). Seeds are issued recruitment coupons, which are used to recruit from their social networks. Waves of recruitment and data collection continue until reaching a sufficient sample size. Under the assumptions of random recruitment, with-replacement sampling, and a sufficient number of waves, the probability of selection for each participant converges to be proportional to their network size. With recruitment noncooperation, however, recruitment can end abruptly, causing operational difficulties with unstable sample sizes. Noncooperation may void the recruitment Markovian assumptions, leading to selection bias. Here, we consider two RDS studies: one targeting Korean immigrants in Los Angeles and in Michigan; and another study targeting persons who inject drugs in Southeast Michigan. We explore predictors of coupon redemption, associations between recruiter and recruits, and details within recruitment dynamics. While no consistent predictors of noncooperation were found, there was evidence that coupon redemption of targeted recruits was more common among those who shared social bonds with their recruiters, suggesting that noncooperation is more likely to be a feature of recruits not cooperating, rather than recruiters failing to distribute coupons.

Digital Coupon Redemption: Conceptualization, Scale Development and Validation

The purpose of this study is to develop a reliable and valid scale for measuring digital coupon redemption. The scale development process began with the grounded theory approach for item generation. This was followed by the development of a conceptual framework, item generation, initial reliability analysis, exploratory factor analysis and confirmatory factor analysis (CFA) based on primary data collected from 609 participants. For validating the scale, the CFA was repeated using data from 411 unique participants. Results from two independent surveys supported the proposed scale in terms of construct, convergent and discriminant validity. Survey study resulted in a 45-item digital coupon redemption scale. It also covers digital aspects such as intention to search, attitude toward internet searching, perceived risk, perceived convenience and personal innovativeness which were not covered in earlier promotion scales. This scale would assist marketers to maximize digital coupon redemption during their promotion campaigns. This is the first attempt to provide a comprehensive scale to measure digital coupon redemption in the marketing literature.

Factors Influencing Passengers’ use of E-Hailing Services in Malaysia

The landscape of transportation services has changed for the better since the introduction of e-hailing companies. In general, e-hailing applications on smartphones can assist users in performing the following tasks; 1) locate taxis available; 2) allow drivers to identify passengers who require taxi services; 3) book a taxi; 4) allow drivers to receive taxi bookings; and 5) make payment online. It is easy to install e-hailing applications on any type of mobile device. Nevertheless, it is crucial to assess the efficiency of e-hailing applications as they are still new to the market. The efficiency of the system can be evaluated through the factor that contributed to the adoption of e-hailing. Thus, this study aims to investigate the factors that influence the passengers’ towards the use of e-hailing services. The independent variables of this research are trustable, comfort, promotion and coupon redemption and fare; and the dependent variable is the passengers’ perception. A survey was conducted among e-hailing users in Kuala Lumpur, the capital of Malaysia. With the use of a survey questionnaire, 107 targeted respondents provided valuable feedback. The surveys were carried out by boarding e-hailing passengers’ on working days. Therefore, the respondent population corresponds to all types of e-hailing passengers’ in the city. The survey consisted of two parts; the first part contains general questions about gender, age, ethnic, employment, gender and frequency of usage. The second part is the major part of the questionnaire which consists of travel attributes. In previous literature, most relevant studies show that factor that influences the passengers to use the e-hailing services were found to be trustable, comfort, promotion and coupon redemption and fare. Therefore, the questionnaire has been built according to those significant factors. The correlation analysis was used to identify the relationship between independent variables and dependent variable. Through the results obtained, the linear regression shows that the trustable, comfort, promotion, and coupon redemption and fare provided a positive significant association with the factor that influences the passengers’. Among the variables studied, comfort shows the most significant factor in passengers’ satisfaction towards e-hailing services in Malaysia with Cronbach’s Alpha of 0.892. In conclusion, this study shows some important information and provide benefits particularly to e-hailing services company to be more competitive in this industry by understanding the needs and concerns of passengers’ when they adopt the e-hailing services.

Consumers’ redemption behavior of recommended mobile coupons in social network sites

Purpose The purpose of this paper is to explore the key factors that affect consumer redemption intention toward mobile coupons recommended in social network sites (SNS). Design/methodology/approach A research model that integrates recommendation trust, positive utilities, and negative utilities of coupon redemption is developed. With the important role of trust in social recommendation taken into consideration, the key drivers of recommendation trust were analyzed in the model. Data were collected from 210 users with mobile coupon recommendation experience in one of the largest SNS (i.e. WeChat) in China. The authors used partial least squares technique to analyze the model. Findings Recommendation trust and positive utilities (economic benefits and perceived enjoyment) positively affect the intention of mobile coupon redemption. Perceived risk, as a negative utility, negatively influences coupon redemption intention. In addition, swift trust (structure assurance, perceived similarity, trust propensity, and expertise of the recommender), knowledge-based trust (familiarity with the retailers), and emotion-based trust (social tie strength) are key drivers that promote recommendation trust. Originality/value While prior research investigated mobile coupon redemption behavior in which coupons were issued by merchants, limited research analyzed consumer responses toward mobile coupons in social recommendation. This study examines the effects of recommendation trust, positive utilities, and negative utilities on mobile coupon redemption in the context of social recommendation and recognizes the key drivers of recommendation trust.

Adolescent tobacco coupon receipt, vulnerability characteristics and subsequent tobacco use: analysis of PATH Study, Waves 1 and 2

ObjectivesWe examine adolescent receipt of tobacco coupons and subsequent tobacco use.MethodsData were from the Population Assessment of Tobacco and Health (PATH) Study (2013–2015). We identified correlates of coupon receipt at Wave 1 (youth sample age 12–17 ; n = 13 651) including demographics, additional vulnerability factors that may place youth at risk of tobacco use and correlates of coupon receipt by channel. We examined associations of Wave 1 coupon receipt with Wave 2 tobacco use using weighted multivariable models.ResultsOverall, 7.6% of US youth received tobacco coupons in the 6 months before Wave 1. Coupon recipients were more likely to be women, living outside urban areas, living with a tobacco user, current and former (vs never) tobacco users, having high internalising mental health symptoms and having a favourite tobacco advertisement. Coupons were received primarily through direct mail (56%), product packs (28%) and online (25%). Never tobacco users at Wave 1 who received coupons were more likely to be ever users at Wave 2 (adjusted OR (aOR)=1.42; 95% CI 1.06 to 1.91). Coupon recipients were more likely to use a new tobacco product between waves (aOR=1.67; 95% CI 1.18 to 2.36) and report past 30-day tobacco use at Wave 2 (aOR=1.81; 95% CI 1.31 to 2.49).ConclusionsOne in 13 US youth (7.6%) received coupons. Vulnerable youth had the greatest odds of coupon receipt. Coupon recipients had greater odds of tobacco use among never users, trying a new tobacco product and current use. Coupon bans, limits on youth coupon exposure, stronger age verification, pack inserts or restricting coupon redemption may help reduce tobacco use among adolescents, particularly for those at greatest risk.

Evaluating the Implementation of a Farmers’ Market Targeting WIC FMNP Participants

The present study planned and implemented a new farmers’ market (FM) at a WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) clinic in North Carolina, of which WIC FM Nutrition Program (FMNP) participants were the main priority population. The purpose of this FM was to provide convenience and improve access to locally grown fresh fruits and vegetables in the community and to increase the FMNP coupon redemption rate. The main objective of this study was to describe the overall process and key strategies involved in implementing a FM at a WIC clinic. A community-based participatory research design using different formative methods documented the process and key inputs in FM implementation. Local farmers, program administrators, and community advocates were involved in documenting the implementation process. Multiple formative methods included direct observation and semistructured interviews with staff and farmers (n = 13). A community partnership was key in implementing the FM. The market operated weekly over the course of 24 weeks, involved 12 WIC-approved farmers, and featured over 50 types of fresh fruits and vegetables. The FMNP coupon redemption rate at the county level increased from 51.3% to 62.9%. The results demonstrate that a FM can be successfully located near a WIC clinic with positive effects of increasing availability to fresh fruits and vegetables for a low-income population and revenue for local farmers.