Who is better for single and double coupon promotion? Comparison from dual‐channel and two‐period

Tian, Yingdong; Yang, Wensheng; Wen, Kai; Zhang, Dawei

doi:10.1002/mde.3802

Cited by 3 publications

(1 citation statement)

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“…Juniper Research data shows that the total value of redeemed digital coupons was USD 47 billion in 2017, and the total redemptions will surpass USD 91 billion in 2022. In recent years, e-coupons are widely used as a marketing strategy in retailing businesses and the service industries to attract and sustain new and existing customers [1][2][3][4][5]. However, many studies suggest that the number of e-coupons that are finally used and redeemed by consumers is not as high as expected, given the proportion of retailers that issued e-coupons [6][7][8][9].…”

Section: Introductionmentioning

confidence: 99%

Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon–Feminine Stereotype

Gu,

Hu,

Lei

et al. 2023

JTAER

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Why are men less likely to use electronic coupons than women? Previous studies have explained the gender difference in coupon usage by exploring roles within the household and personality traits of the sexes. However, this research offers a novel explanation for this phenomenon, that men’s reluctance to use e-coupons may derive from the prevalent stereotype that e-coupon users are feminine. Because of the feminine stereotype associated with e-coupon usage, acquiring and using e-coupons are inconsistent with men’s gender identity. Five studies combining real data analysis, an online survey and experiments are used to support the previous notion. Using e-coupon acquisition data from a platform, study 1 tests whether females are more likely to acquire and use e-coupons than males in the real world. Study 2 experimentally tests the coupon–feminine stereotype. Study 3 explores the mediation effect of gender identity threat. Study 4 and study 5 consider two boundary conditions under which male consumers may be motivated to use e-coupons: when male consumers’ masculine identity is affirmed, and when the association between e-coupons and femininity is weakened. The results explain the gender difference in e-coupon usage from the novel lens of the coupon–feminine stereotype, offering a new and important perspective to explore the effect of gender identity on coupon use. Practical implications such as breaking the coupon–feminine stereotype, adopting a masculine design and communicating an affirmation of gender identity are further discussed.

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