The drivers of consumers’ intention to redeem a push mobile coupon

A modern-day marketing tool that has caught the industry's attention is the use of mobile coupons (m-coupons). Despite the attractiveness of this new marketing tool, a high level of consumer resistance is reported. To therefore ensure the successful implementation of an m-coupon strategy, customer buy-in is a prerequisite. The research on which this article is based, aimed to explore the factors that contribute to consumers’ intention to ultimately redeem m-coupons. A hypothesised model proposes economic benefit, convenience benefit, positive consumer attitude, perceived control and social benefit as constructs that either directly or indirectly influence consumers’ intention to redeem an m-coupon. A survey of 204 respondents revealed that a consumer's positive attitude is the main driving force behind m-coupon redemption intentions. Results reflected that businesses should emphasise convenience and economic benefits in order to assist in the development of a positive attitude amongst potential m-coupon users. Consumers value their privacy and are resistant towards push-based m-coupons. If businesses incorporate these aspects into their m-couponing strategy, it will allow them to reach their audience in an entirely new manner and in doing so, potentially trigger purchase behaviour or increase store foot count.