A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products

Reichhart, Philipp; Pescher, Christian; Spann, Martin

doi:10.1007/s12525-013-0129-3

Cited by 38 publications

(26 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…When the website infrastructure (whether modular or not) is well integrated, such products and their acquisition conditions can appear alongside the visited webpages (like "internal ads"), thus enhancing their visibility to the visitors. In spite of the fact that this functionality seems to serve well the purposes of increasing product visibility within a website, the obtained results evidence that it is not recognized as an "essential" feature (that somewhat reflects Reichhart, Pescher, & Spann, 2013), as it was perceived that a welldesigned and detailed product catalog was a rather more important functionality. One of the reasons for such situation is that this sort of itempromotion campaign is usually limited in time and promotion conditions are only valid during short periods.…”

Section: Discussionmentioning

confidence: 67%

Essential Functionalities for Commercial Internet Presence

Ferreira

Antunes

2015

International Journal of E-Business Research

View full text Add to dashboard Cite

show abstract

Section: Discussionmentioning

confidence: 67%

Essential Functionalities for Commercial Internet Presence

Ferreira

Antunes

2015

International Journal of E-Business Research

View full text Add to dashboard Cite

show abstract

“…The higher the face value, the higher the chances of digital redemption (Danaher et al, 2015). Reichhart et al (2013) noted that the medium of coupon delivery influences consumers' intention to redeem digital coupons. They found a difference between redemption of coupons delivered via e-mail and mobile text messages.…”

Section: Figure 2: Framework For Intention To Redeem Digital Couponsmentioning

confidence: 99%

Digital Coupon Redemption: Conceptualization, Scale Development and Validation

Nayal

Pandey

2020

AJIS

View full text Add to dashboard Cite

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.

show abstract

“…The consumers who value their time should be less likely to use coupons (Babakus, Tat, & Cunningham, 1988); thus, the higher the effort required to redeem a coupon, the less positive the consumer's evaluation of the coupon (Ramaswamy & Srinivasan, 1998), and that effort is influenced by the ease or difficulty with which consumers can redeem a coupon (Chakraborty & Cole, 1991). Therefore, if the entire redemption process is difficult for customers, the effort involved in redeeming m-coupons may negatively impact their attitude and the coupons' economic benefits (Babakus et al, 1988;Dickinger & Kleijnen, 2008); Reichhart, Pescher, and Spann (2013) found that this primarily applies to more price-sensitive customers. When consumers believe a new technology is easy to use, and compatible with their values and lifestyles, they may develop positive attitudes towards the target technology (Ha & Im, 2014).…”

Section: Redemption Effortsmentioning

confidence: 99%

Exploring the Effect of Coupon Proneness and Redemption Efforts on Mobile Coupon Redemption Intentions

González¹

2016

IJMS

View full text Add to dashboard Cite

This paper examined the impact of coupon proneness and redemption efforts on the intention to redeem or use mobile coupons from the smartphones in a sample of business students at Florida National University. The descriptive analysis, which was based on the Theory of Reasoned Action, Theory of Plan Behavior, Acquisition-Transaction Utility Theory, Unified Theory of Acceptance and Use of Technology, and The Technology Acceptance Model Theory, used the coupon proneness, redemption efforts and the intention to redeem or use mobile coupons scales adapted to mobile coupons setting. Structural equation modeling revealed two subcomponents of the coupon proneness (coupon propensity and enjoyment) and high and significant values of coupon propensity and enjoyment on the intention to redeem or use mobile coupons for the groups of students. However, the impact of redemption efforts on the intention to redeem or use mobile coupons was negative as expected, but weak and not significant.

show abstract

A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products

Cited by 38 publications

References 56 publications

Essential Functionalities for Commercial Internet Presence

Essential Functionalities for Commercial Internet Presence

Digital Coupon Redemption: Conceptualization, Scale Development and Validation

Exploring the Effect of Coupon Proneness and Redemption Efforts on Mobile Coupon Redemption Intentions

Contact Info

Product

Resources

About