Value Consciousness, Enjoyment of Mobile Coupons, and Impulse Buying Tendency. Effects on Mobile Coupon Redemption Intentions.

This study has two purposes. First, it examines the effects of value consciousness, the enjoyment of mobile coupons, and the impulse buying tendency (IBT) on the intention to redeem mobile coupons from smartphones in a sample of 280 mobile coupon users. The scales used to capture and assess the data are adapted to the context of mobile coupons. The use of structural equation modeling reveals that value consciousness and the enjoyment of mobile coupons affect the intention to redeem mobile coupons in the context of mobile marketing. We also find that the enjoyment of mobile coupons mediates the relation between value consciousness and coupon redemption intention. Second, the data analysis yields an internal factorial structure of both the cognitive aspects (need satisfaction-based buying tendency, spontaneity-based buying tendency, and value secured-based buying tendency) and the affective aspects (excitement-based buying tendency and internal conflict-based buying tendency) of the IBT. We explore the influence of these factors in the relationship between the enjoyment of mobile coupons and intention to redeem, allowing us to expand the theory of the IBT.