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Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit
journal contributionposted on 2023-05-18, 01:05 authored by Khajehzadeh, S, Oppewal, H, Tojib, D
Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert from their focal shopping motivation. Regulatory fit, the perception of receiving an offer that is relevant to consumers' regulatory goals, mediates this divergence effect, but only for utilitarian shoppers. Results from two scenario experiments support the main hypothesis and show that utilitarian shoppers perceive greater regulatory fit when an offer is compatible with their focal shopping motivation. In contrast, hedonic shoppers perceive no difference in regulatory fit when an offer diverts them from their focal shopping motivation. This explains why hedonic shoppers redeem a wider variety of offers than utilitarian shoppers and why utilitarian shoppers require more personalization to generate coupon redemption. Â© 2014 Elsevier Inc.
Publication titleJournal of Business Research
PublisherElsevier Science Inc
Place of publication360 Park Ave South, New York, USA, Ny, 10010-1710
Rights statementCopyright 2014 Elsevier Inc.