An exploratory investigation into how socioeconomic attributes influence coupons redeeming intentions |
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| Authors: | Somjit Barat Clinton Amos Audhesh Paswan Gary Holmes |
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| Affiliation: | 1. Pennsylvania State University, Mont Alto, 1 Campus Drive, PA 17237, United States;2. John B. Goddard School of Business & Economics, Watts Business Building, Weber State University, Ogden, UT 84408-3803, USA;3. University of North Texas, College of Business, 1155 Union Circle #311160, Denton, TX 76203-5017, United States;4. Drury University, 900 North Benton, Springfield, MO 65802, United States;1. Abteilung Versorgungsforschung, Institut für Public Health und Pflegeforschung, Universität Bremen;2. Hausärztliche Gemeinschaftspraxis, Bremen;3. Akademie für hausärztliche Fortbildung, Bremen;1. Department of Marketing, Spears School of Business, Oklahoma State University, Stillwater, OK 74078, USA;2. Department of Marketing & Management, College of Business & Entrepreneurship, Texas A&M University, Commerce, TX 75428, USA |
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| Abstract: | In this study, we examine the effects that opportunity cost, income effect, coupon proneness and devaluation effect have on coupon redemption intention. Overall, the results of a survey received from approximately 2250 respondents suggest that prospect of savings and coupon proneness are positively associated, while opportunity cost is inversely associated with coupon redemption intention. The results are consistent across several sub-samples of grocery stores, which further underline the robustness of our hypotheses. Our analyses are more exhaustive than and therefore, contribute to, extant literature on promotions using coupons, because we base our study on behavioral, social and economic factors that influence coupon redemption intentions. |
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