International Journal of Information Management 57 (2021) 102288

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International Journal of Information Management

journal homepage: www.elsevier.com/locate/ijinfomgt

Research Article

Examining m-coupon redemption intention among consumers: A

moderated moderated-mediation and conditional model
Preeti Nayal a, Neeraj Pandey b, *, Justin Paul c
a
Institute of Management Technology (IMT), Raj Nagar, Ghaziabad, 201001, India
b
National Institute of Industrial Engineering (NITIE), Vihar Lake Road, Powai, Mumbai, 400087, India
c
University of Puerto Rico, San Juan, PR, USA

A R T I C L E I N F O A B S T R A C T

Keywords: The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies
m-Coupon have endorsed the potential of mobile (m)-coupons, not much is known about the consumer’s intention to
VAM redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of
Redemption
m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this
Repeat usage behavior
study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second
Perceived privacy risk
moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that
high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers
should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial
implications have also been highlighted in the study.

1. Introduction understanding m-coupon redemption can be valuable to both marketers

The proliferation of smartphones has resulted in growth of mobile
app revenues. Studies indicate that the popularity of mobile apps has
increased substantially over the years (Balakrishnan, Foroudi, & Dwi­
vedi, 2020; Mehra, Paul, & Kaurav, 2020). This commercial success of
mobile apps indicates the marketing potential of smartphones (Deng, Lu,
Wei, & Zhang, 2010). This growth encouraged e-marketers to distribute
m-coupons through short messaging service (SMS) and apps as part of
the sales strategy (Marriott, Williams, & Dwivedi, 2017; Shareef, Dwi­
vedi, Kumar, & Kumar, 2017). The popularity of m-coupons is steadily
increasing as more and more consumers now watch content on smart­
phones instead of traditional media (newspapers, radio and television)
(Wray & Plante, 2011). Marketing communication delivered through
smartphones is more effective as these devices offer unique features like
location finding, convenience (Im & Ha, 2013), ubiquity (Zhou, 2011)
and personalized experience (Danaher, Smith, Ranasinghe, & Danaher,
2015). Despite these unique benefits of m-coupons, studies reported that
low redemption rate of m-coupons (~2%) is a problem and needs more
research attention (Danaher et al., 2015). Moreover, the recent coupon
literature has also argued that m-coupon redemption is at embryonic
stage (Mills et al., 2018; Nayal & Pandey, 2020a). Given this scenario,
and academicians.
The previous academic research has mainly focused on variables that
influence the redemption of traditional coupons. Possibly because m-
coupons are still at a nascent stage, no strong evidence is available on
which variables contribute to and detract from making m-coupons
efficient (Hui, Inman, Huang, & Suher, 2013). Liu, Zhao, Chau, and Tang
(2015) also confirmed that m-coupon redemption is recent phenomenon
and needs more research attention as variables like PPR and conve­
nience are more prevalent in case of smartphones as it is a highly
personalized medium. The growing prevalence of smartphones and the
internet has made accessing and redeeming m-coupons convenient for
the consumer (Nayal & Pandey, 2020a; Pandey & Maheshwari, 2017).
However, any technological advancement is associated with certain
costs; as a result, negative variables such as perceived privacy risk (PPR)
cannot be ignored while studying m-coupon redemption (Im & Ha,
2013). PPR became more important with the rise of m-commerce ac­
tivities and if not handled cautiously, one has to pay a heavy price for it
(Shiau, Dwivedi, & Lai, 2018). However, it has been reported that there
is insufficient research on PPR in the extant literature (Shiau et al.,
2018). Therefore, in recent years, the marketers have taken several
initiatives to win consumer’s trust and framed stringent privacy policies

* Corresponding author.
E-mail addresses: preeti.nayal09@gmail.com (P. Nayal), npandey@nitie.ac.in (N. Pandey), justin.paul@upr.edu (J. Paul).

https://doi.org/10.1016/j.ijinfomgt.2020.102288
Received 1 March 2020; Received in revised form 3 December 2020; Accepted 3 December 2020
Available online 17 December 2020
0268-4012/© 2020 Elsevier Ltd. All rights reserved.
P. Nayal et al.
to instill confidence among their customers.
Extant literature stated that if consumers become frequent users of
some technology, they become more familiar with the steps involved
and able to use it more efficiently as compared to new users (Mahardika,
Thomas, Ewing, & Japutra, 2019). Consumers do not feel skeptical
about sharing their personal details if s/he repeatedly visits the partic­
ular website (Kim & Gupta, 2009). The repeat usage helps consumer to
have better information about the interaction interface of that website.
The consumer is less worried and feels more confident to interact again
(Kim & Gupta, 2009). Therefore, it can be argued that if consumer has
used some brand in past then s/he feels secure to interact with the brand
in future. Online shopping literature has also reported that frequent
usage of a particular site, diminishes the risk to interact with that site in
future (Wang & Herrando, 2019). Repeat use of particular sites or apps
also depends on the recent customer experience with it (Hsu, Chang, &
Chuang, 2015; Wood & Neal, 2009). For example, Google, Netflix,
Amazon etc. are known for providing best-in-class personalized
customer interaction on their platforms that makes consumer to visit
their sites regularly (Kopalle, Kumar, & Subramaniam, 2020).
Coupon proneness is another key variable that influences coupon
redemption process. Coupon prone consumers generally show more
curiosity than non-coupon prone consumers about coupon related offers
and enjoy coupon redemption process (Swaminathan & Bawa, 2005).
Coupon proneness has been studied heavily in the context of traditional
coupons. However, coupon proneness has not been much explored in
m-coupon redemption context (Chen & Lu, 2011). Hence how coupon
proneness affects other variables in the context of m-coupon redemption
process is still unclear.
The above arguments lead to the fact that high repeat usage
behavior, coupon proneness, and perceived convenience enhance m-
coupon redemption while privacy risk diminishes m-coupon redemption
intention. However, the available literature on m-coupons does not offer
any detailed empirical evidence as to how do repeat usage behavior,
convenience, coupon proneness, and privacy risks be framed appropri­
ately in the context of m-coupon redemption. Given the above argu­
ments, the core research question of this study is.
How the effect of PPR can be diminished in the presence of high
repeat usage behavior, coupon proneness and perceived convenience in
the m-coupon redemption process?
Kim, Chan, and Gupta (2007) based on value-based adoption model
(VAM), stated that the benefits induce technology adoption, and the cost
diminishes it. This study customized VAM in the context of m-coupon
redemption by incorporating coupon proneness and repeat usage
behavior toward coupons along with convenience and risk. A better
understanding of this phenomenon will help in optimization of the
m-coupon redemption process.
Millennials are one of the most important demographic cohort for
the marketers (Pandey, Jha, & Singh, 2020). Millennials are more than
25 % of the total population worldwide (Purani, Kumar, & Sahadev,
2019; Paul, 2017). Millennials are often called digital natives in extant
literature (Brumberger, 2011). They are highly dependent on technol­
ogy for their day to day activities (Leon, 2018). They have high
disposable incomes, look for instant gratification, spend a significant
amount of time on online activities, are technology savvy, and are
known as trendsetters (Pandey & Gudipudi, 2019). They are
price-conscious and look to use discount coupons to save money during
online shopping (Purani et al., 2019). Since they are price conscious,
therefore they are not loyal to the brands and switch brands easily to
save money (Purani et al., 2019). Moreover, millennial always look for
convenience and flexibility as their priority to make their life simpler
(Brumberger, 2011). In the literature mobile service adoption has not
been well investigated for the millennials (Leon, 2018). Therefore, this
study focused to study millennial’s intention to redeem m-coupons.
Extant literature stated that emerging markets like India and China
play a crucial role in the world economy (Paul, 2017). However, still
there is a dearth of studies to understand these markets in the context of
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International Journal of Information Management 57 (2021) 102288
m-coupons (Kumar, Nim, & Sharma, 2019; Paul, 2017). Price promotion
has been given sufficient research attention in the extant literature for
developed countries. Burgess and Steenkamp (2006) stated that coupon
play a key role to increase sales in emerging economies. Kumar, Sunder,
and Sharma (2015) argued that the objectives of price promotions differ
between emerging economies and developed nations due to their
inherent cultural and socio-economic differences. Therefore, this study
is a timely one and fulfils a very important gap in the extant literature by
studying millennials’ m-coupon redemption intention in an emerging
economy like India.
This paper is structured as follows. The next section reviewed extant
literature and conceptualized the framework for m-coupon redemption.
Second, hypotheses have been proposed with the help of appropriate
arguments. Next, research methodology, measures, and results have
been reported. Lastly, results are discussed in terms of theoretical and
managerial implications along with future directions.
2. Literature review and hypotheses development
2.1. M-coupons
Recent technological developments have driven coupons from
traditional (paper) to digital format (Fortin, 2000). The omnichannel
service usage has further increased the scope of business (Shen, Li, Sun,
& Wang, 2018) and hence the use of coupons. In the literature, coupons
are divided into two types: traditional and digital (Fortin, 2000).
Traditional coupons are paper-based coupons and distributed through
newspapers, magazine, and leaflets (Kang, Hahn, Fortin, Hyun, & Eom,
2006). Digital coupons are of two types (a) e-coupons (Fortin, 2000), (b)
m-coupons (Liu et al., 2015). E-coupons are collected through internet
and can be stored for future use while shopping (Kang et al., 2006).
M-coupon is a digital coupon sent to a mobile phone or smartphone in
the form of SMS, MMS, e-mail, or hyperlink (Dickinger & Kleijnen,
2008). This study has considered m-coupons, a highly personalized
medium that helps marketers to send the offer as per the convenience of
the consumer (Danaher et al., 2015). Smartphone proliferation has led
to a surge in the number of mobile coupon applications in recent years
(Liu et al., 2015). M-coupons offer several benefits to the marketers: (a)
they can be directly delivered to the target customer in the most
cost-efficient way (Fortin, 2000), (b) m-coupons allows personalization,
they can be sent to the customer on day and time of their preference and
through a medium which is most convenient to them (Souiden,
Chaouali, & Baccouche, 2019) (c) m-coupons allow brands to leverage
Global Positioning System (GPS) capabilities of the mobile phone and
allow coupons to be sent to the customers at a location where they are
most likely to redeem with minimum redemption effort (like when they
are in or close to the redemption location) (Okazaki & Taylor, 2008) (d)
customers can access m-coupon anytime and from anywhere, thus
making them convenient to use (Danaher et al., 2015) and (e) m-cou­
pons overcome the limitation of paper coupon as there is no need to
separately remember to carry them for redemption as they are always
available in the phone (Liu et al., 2015). Marketers have realized the
importance of mobile marketing and have come up with various types of
innovative mobile apps (Nayal & Pandey, 2020b). However, the aca­
demic literature on this topic has grown recently and needs more
research attention (Tseng & Wei, 2020).
2.2. Value based adoption model (VAM)
Extant literature on coupons heavily relied on adoption theories such
as theory of reasoned action (TRA) (Fishbein & Ajzen, 1975), theory of
planned behavior (TPB) (Ajzen & Madden, 1986), and the technology
adoption model (TAM) (Davis, 1989) to explain coupon redemption
behavior. The major drawback of technology adoption theories is that
they only talk about positive variables and do not consider negative
variables (Im & Ha, 2015). However, given the significantly growing
P. Nayal et al.
influence of technology, negative variables such as PPR cannot be
ignored while explaining digital coupon redemption behavior (Im & Ha,
2012). Therefore, this study adopts VAM (Kim et al., 2007) model to
explain m-coupon redemption behavior that takes both positive and
negative variables.
Kim et al. (2007) proposed VAM which states that technology
adoption is evaluated from benefit gained versus cost incurred and
stated that benefits encourage a user to adopt m-commerce while costs
associated with it act as a deterrent. Kim et al. (2007) stated that
perceived value is the key variable analyzed by users. The benefit is the
gain in the form of usefulness and enjoyment, and the cost is incurred on
the basis of perceived fee and technicality. De Kerviler, Demoulin, and
Zidda (2016) used VAM to explain m-payment system adoption that
stated perceived convenience (benefit) and privacy risk (cost) as the
major determinants. In the same vein, few more studies in the past also
argued that privacy risk reduces the usage intention (Featherman &
Pavlou, 2003) while perceived benefits increase the usage intention
(Lee, 2009). Moreover, Wang, Yeh, and Liao (2013) study also used
VAM to explain the adoption of online content services and argued that
more studies need to be done to determine moderators and antecedents
for value-based adoption models. The most recent studies on m-coupon
redemption stated that convenience is the major benefit of m-coupons
(Danaher et al., 2015; Kim & Song, 2020; Souiden et al., 2019) and PPR
is the major cost for it (Im & Ha, 2015; Liu et al., 2015). This study has
adopted VAM in the m-coupon redemption context and customized it
accordingly. As per VAM, this study argues perceived convenience as the
major benefit while PPR as the major cost in the context of m-coupon
adoption process. Further, this study customized VAM by incorporating
variables such as coupon proneness and repeat usage behavior in the
context of m-coupon adoption.
2.3. Perceived convenience as an antecedent
As per VAM, present study considers perceived convenience as the
key benefit that enhances m-coupon redemption intention. Perceived
convenience has gained research attention with the growth of smart­
phones and internet penetration (Danaher et al., 2015). Online conve­
nience has three dimensions: time, place, and execution (Liu et al., 2015)
in mobile coupon services. Few studies reported that time savings
offered via digital services are the key driver for the adoption of tech­
nology (Berry, Seiders, & Grewal, 2002; Kizgin et al., 2020; Sun, Yang,
Shen, & Wang, 2020). Ozturk, Bilgihan, Nusair, and Okumus (2016) also
stated that e-commerce services provide the facility to book the services
at anytime and from anywhere with the help of a global positioning
system in their mobile phones. In fact, it has changed shopping behavior
significantly, allowing consumers to invest less time on shopping and
more on other tasks (Kumar & Kashyap, 2018).
Berry et al. (2002) stated that perceived convenience is a key driver
in the adoption of products or services in the marketing area. Informa­
tion systems literature has also emphasized that convenience is impor­
tant for technology adoption (Mamonov & Benbunan-Fich, 2017).
Perceived convenience has remained the principal enabler of con­
sumers’ online shopping behavior (Jiang, Yang, & Jun, 2013; Pandey,
Tripathi, Jain, & Roy, 2019). Kim, Mirusmonov, and Lee (2010) stated
that mobile commerce provides the convenience to access the service at
anytime and anywhere.
Past researchers (Danaher et al., 2015; Liu et al., 2015; Souiden et al.,
2019) stated that perceived convenience is the major benefit behind the
redemption intention of m-coupons. Danaher et al. (2015) claimed that
m-coupons are all about delivering them at the right time and right
place. Redeemed online, m-coupons offer all the benefits of online
convenience, including the ease of access (Danaher et al., 2015) and the
saving of time and effort. These benefits increase the value of coupons
and encourage consumers to redeem them. Liu et al. (2015) found that
perceived convenience is a key driver for m-coupon redemption
behavior. Thus, the following hypothesis is proposed.
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International Journal of Information Management 57 (2021) 102288
H1. Perceived convenience is positively related to the intention to
redeem m-coupons.
2.4. Coupon proneness as a mediator
This study has customized VAM model by incorporating coupon
proneness in the context of m-coupon redemption. Coupon proneness
can be defined as the propensity to respond to coupon-related offers
(Swaminathan & Bawa, 2005). Coupon-prone consumers are more
emotional toward coupon deals than non-coupon prone consumers
(Lichtenstein, Netemeyer, & Burton, 1990), they are price sensitive, they
enjoy searching for better deals (Chen & Lu, 2011), they are eager to
redeem coupons (Kitchen, Faridah Syed, Alwi, Che-Ha, & Yee Lim,
2014), and they generally work as a compelling mechanism for mar­
keters to offer more exciting deals (Bawa & Shoemaker, 1987). They also
enjoy collecting coupons from various sources (Liu et al., 2015).
Various studies in the past have claimed that coupon proneness is
one of the crucial variables while explaining traditional coupon
redemption (Lichtenstein et al., 1990; Swaminathan & Bawa, 2005).
However, from the context of m-coupons, the influence of coupon
proneness is unclear and there is limited literature for studying its role in
the context of m-coupons (Nayal & Pandey, 2020c). Various m-coupon
redemption studies have missed coupon proneness while studying
coupon redemption (Danaher et al., 2015; Im & Ha, 2012, 2013; Im &
Ha, 2015). Ieva, De Canio, and Ziliani (2018) and Liu et al. (2015) found
coupon proneness a crucial variable to stimulate coupon related activ­
ities among consumers and stated that it needs more research attention.
In the same vein, we argue that owing to a limited number of studies on
the role of coupon proneness in the m-coupon redemption process, it
needs further research attention.
With the advent of m-coupons, perceived convenience emerged as
one of the crucial predictors of coupon redemption (Danaher et al.,
2015). M-coupons are available via various types of mobile applications
that offer exciting deals and create a sense of curiosity. Convenience
offered by these mobile coupon apps enhance the sense of coupon
proneness in consumer behavior (Liu et al., 2015). Zheng, Lee, and
Cheung (2017) examined coupon proneness role in the context of online
shopping behavior and found that coupon prone consumers shop more
due to online convenience and attractive deals. Tang, Zhao, and Liu
(2016) also stated that coupon prone consumers have a greater tendency
to share the coupons in social networking sites and mobile apps plays a
crucial role in sharing coupons by offering a lot of convenience. Chen
and Lu (2011) claimed that one cannot explain m-coupon redemption
without identifying coupon proneness as a mediator. However, litera­
ture of m-coupon redemption lacks studies that have taken coupon
proneness as a mediator. Based on the above arguments below hy­
pothesis is proposed:
H2. Coupon proneness mediates the relationship between perceived con­
venience and the intention to redeem m-coupons.
2.5. PPR as a moderator
As per VAM, the present study considers PPR as the key deterrent
that diminishes m-coupon redemption intention. The PPR is one of the
crucial variables in mobile shopping but extant literature on PPR is at
embryonic stage (Nayal & Pandey, 2020c). PPR means possibility of loss
of personal information during an online transaction (Featherman &
Pavlou, 2003). PPR plays a significant role in the consumer’s decision to
form an online purchase intention. Consumers perceive higher levels of
risk in an online environment than in physical settings (Alalwan, Dwi­
vedi, Rana, & Williams, 2016). Kim and Lennon (2013) argued that
higher risk leads to lower purchase intention. Similarly, various studies
have found that PPR hinders shopping in an online environment (Akhlaq
& Ahmed, 2015; Zhao, Deng, & Zhou, 2017). Few studies reported that
although online shopping provides a lot of convenience, however,
P. Nayal et al.
risk-related issues badly affect consumer perception towards it (Karnik,
2014; Meskaran, Ismail, & Shanmugam, 2013).
Previous studies in online shopping (Kim & Gupta, 2009), m-com­
merce (Yang, Lu, Gupta, Cao, & Zhang, 2012), and e-commerce
(Featherman & Pavlou, 2003) stated that along with the benefits (con­
venience), studying the negative factors are crucial for adoption process
for internet services. As discussed already, convenience is one of the key
benefits of mobile application services as per the extant literature
(Danaher et al., 2015). De Kerviler et al. (2016) argued that although
mobile shopping services offer convenience, but consumers always feel a
risk of loss of personal information while sharing their personal details.
This signifies that PPR hinders the willingness of mobile users to use the
applications of mobile services (m-coupon is also a part of mobile
application services). In case, consumers feel more risk such as losing
privacy or getting spam in using online services such as m-coupons, they
will not proceed with the service even if a lot of convenience is there
(Wang & Herrando, 2019). PPR has been identified as a major barrier to
redemption of m-coupons (Im & Ha, 2013; Liu et al., 2015). However,
empirical evidence on PPR is scarce in the studies on m-coupon
redemption (Nayal & Pandey, 2020c). Danaher et al. (2015) and Soui­
den et al. (2019) m-coupon studies have also not considered privacy risk
along with convenience. Therefore, studying PPR in the presence of
perceived convenience is mandatory and needs more research attention
in the m-coupon redemption literature.
The role of PPR as a moderator in online marketing related studies is
limited. Chahal, Sahi, and Rani (2014) have investigated privacy risk as
a moderator in the context of online payment. Campbell and Goodstein
(2001) and Chen and Huang (2017) have examined PPR as a moderator
with respect to technology adoption. In the past, PPR has hardly been
investigated in the moderated-mediation relationship in the overall
marketing literature. Paulssen, Roulet, and Wilke (2014) concluded that
PPR moderates the mediating role of both brand satisfaction and trust in
brand loyalty. Casidy and Wymer (2016) found that PPR negatively
moderates the role of satisfaction on willingness to pay price premium
via loyalty. Therefore, PPR has been used as a moderator.
Coupon proneness has been discussed as one of the mediators in the
present study in H2. To the best of our knowledge, there is hardly any
study that examined PPR as a moderator between perceived conve­
nience and coupon redemption through coupon proneness. Therefore, it
would be interesting to study the negative moderation effect of PPR on
intention to redeem m-coupons via coupon proneness. The below is the
hypothesis:
H3. PPR negatively moderates the effect of perceived convenience on the
intention to redeem m-coupon via coupon proneness as a mediator.
2.6. Repeat usage behavior as a moderator
Previous studies have argued that the relationship between risk and
benefit get influenced by consumer affective evaluation and if not
evaluated positively, consumer’s privacy risk is higher than the benefit
(Alhakami & Slovic, 1994). Therefore, this study reviewed extant liter­
ature to find out possible variables that can diminish the effect of privacy
risk during the adoption process. The extant literature has hardly
explored the variables which can diminish the effect of risk while
adoption process. Weisberg, Te’eni, and Arman (2011) had stated that in
the online shopping, repeat usage behavior is a key influencer for
shopping behavior. The consumer who does online shopping frequently
tends to react differently compared to the new consumers. Kim and
Gupta (2009) stated that if someone is a frequent user of a particular site,
s/he is well aware of the interface details of that website which creates a
sense of trust for that website. De Kerviler et al. (2016) also argued that
repeat usage behavior has influence on privacy risk and it requires more
research attention from the online shopping context. Moreover, to the
best of our knowledge, there is hardly any study which examines high
repeat usage behavior influence on privacy risk in case of m-coupon
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International Journal of Information Management 57 (2021) 102288
redemption context.
PPR is established as one of the moderators in a moderated-
mediation relationship (H3). As discussed above, this study argues
that high repeat usage behavior may diminish the negative impact of
privacy risk. The reason includes the rapid growth of smartphones and
the internet that has given a boost to online retailing (Hsu et al., 2015).
The consumers have become more active in visiting online sites for
shopping than ever before (Rezaei, Amin, & Ismail, 2014) as online
retailing provides both hedonic and utilitarian values while shopping
(Chiu, Wang, Fang, & Huang, 2014; Tamilmani, Rana, Prakasam, &
Dwivedi, 2019). Past research has shown that consumers who visits
internet sites more frequently, perceive less risks than those who are less
internet-savvy (Arya, Sethi, & Paul, 2019; Miyazaki & Fernandez, 2000).
Cho (2004) reported that a consumer with a high frequency of online
transactions is less likely to abort an online transaction due to lower PPR
(owing to his/her frequent visits to the concerned website). Chen and Lu
(2011) said that consumers feel more comfortable visiting few websites
more frequently than others as they provide good navigation experience.
An online competitive environment has given importance to online
customer experience (Dailey & Ülkü, 2018). One of the reasons behind
high repeat usage is seamless customer experience offered by a partic­
ular site (Brakus, Schmitt, & Zarantonello, 2009).
In the context of coupons, Bagozzi, Baumgartner, and Yi (1992)
noted that past usage of using the coupons acts as a source of informa­
tion and assists consumers in redeeming coupons. Kang et al. (2006)
identified repeat usage behavior as an important variable that influences
consumer redemption of coupons. Danaher et al. (2015) supported this
finding by adding that a consumer who has a history of redeeming
m-coupons has a higher probability of redeeming them in the future.
Bauer’s (1960) perceived risk theory stated that if consumer has a his­
tory of purchasing an item from some brand, consumer feels less risk in
interacting with the brand again. Repeat usage behavior was hardly
explored as a moderator in the extant literature. To the best of our
knowledge, only Liang and Huang (1998) have studied usage behaviour
as a moderator during internet shopping adoption. Chahal et al. (2014)
stated that future researchers should conduct studies to reduce risk in
the online marketing environment. Therefore, it would be interesting to
explore high repeat usage behavior as a second moderator and study
how it influences privacy risk (first moderator) in the m-coupon
redemption process. Thus, it is proposed that high repeat usage behavior
diminishes the role of risk in the m-coupon redemption process.
Therefore, we derive the following hypothesis:
H4. High repeat usage behavior positively moderates the negative moder­
ation effect of PPR on the intention to redeem m-coupon from perceived
convenience via coupon proneness as a mediator.
2.7. Proposed model for m-coupon redemption intention
Based on the above arguments and proposed relationship with
various variables in the hypotheses, this study proposed a model as
given below (Fig. 1):
3. Methodology
3.1. Data collection and study procedure
An online survey was conducted among professionals employed in
various sectors like manufacturing, IT, defense, hospitality, and
banking. The birth year range for professional respondents was from
1980s to the 2000s, which is defined as a millennial age group (Wang &
Herrando, 2019). Instructions were included in the survey to complete it
in a proper and professional manner. The snowball sampling was used
for data collection. An online invitation was sent to the participants, and
data were collected over 150 days. There was a qualifier question in the
questionnaire. Only the responses where the respondents had prior
P. Nayal et al. International Journal of Information Management 57 (2021) 102288

Fig. 1. Proposed model for m-coupon redemption intention.

experience in redeeming m-coupons were considered in the analysis
data set. In total, 1039 online invitations were sent, out of which 637
respondents completed responses (experience in coupon redemption)
have been captured. The average age of the participants was 27.1 years.
Of the participants, 40.3 % were women, and the rest were men.
3.2. Measures
The survey was in English, as the language was understood well by
all the participants, and a 7-point Likert scale ranging from 1: “strongly
disagree” to 7: “strongly agree” was used to collect the responses (see
Online Appendix A). 27 survey items have been adapted from the
existing literature and adapted as per the present study. 2 items were
developed with the help of experts from marketing area.
Pilot testing was conducted with 17 participants. They were asked to
share their feedback on the final set of items for the usage of the words,
sequence of the questions, ambiguity, and inconsistency among items.
Respondents did not report any difficulty in understanding and
answering the questions. Overall, we did not find any inconsistency,
ambiguity and, no cultural specifics, indicating adequacy of the pro­
posed items. After the satisfactory evaluation of the pilot testing all the
items retrieved for the final data collection.
4. Results
4.1. Reliability and validity
Reliability, convergent validity, and discriminant validity have been
examined for all variables. In Table 1, it can be seen that Cronbach’s
alpha value is greater than 0.70 that is above threshold value to establish
reliability. Further, composite reliability (CR) and average variance
extracted (AVE) were calculated for each factor (Fornell & Larcker,
1981) to assess convergent validity. The CR and AVE values of all the
factors exceeded the threshold values of 0.70 and 0.50, respectively
(Hair, Black, Babin, Anderson, & Tatham, 2010). Discriminant validity
has been assessed by examining each variable’s square root of AVE is
greater than its correlations with other variables (Fornell & Larcker,
1981). From Table 1, it can be observed that all the values are acceptable
to establish discriminant validity. Moreover, Heterotrait-Monotrait
(HTMT) (Hair, Hult, Ringle, & Sarstedt, 2017; Hair, Black, Babin, &
Anderson, 2019) criteria has been used to assess discriminant validity.
The correlation values of HTMT construct found below threshold value
of 0.90 (Refer Table 2). This provides additional support to the
discriminant validity (Hair et al., 2017, 2019).
Variance inflation factor (VIF) was used to examine multicollinearity
issues. The present study does not have a multicollinearity issue as all
the variables have VIF value below 5 that is below threshold values
(Hair, Anderson, Tatham, & Black, 1998). Non-response bias has also
been examined with the wave analysis procedure adopted by the studies
in the extant literature (Armstrong & Overton, 1977; Chen & Paulraj,
2004). In this procedure, one compares two groups (known as early
respondents and late respondents) (Lambert & Harrington, 1990).
Adopting it, we chose the first 25 % respondents as the early respondents
and the last 25 % as the late respondents. The t-test was conducted
which established that there was no significant difference between these
groups. Therefore, it has been concluded that the present study is free
from non-response bias.
4.2. Common method bias
To reduce common method bias, Harmon’s single factor test was
conducted among the studied variables (Podsakoff, MacKenzie, Lee, &
Podsakoff, 2003). As per this test, a high common method variance is
reported if one factor accounts for more than 50 % of total variance. The
present study showed, first factor accounted for 29.76 % of variance,
indicating that this study does not suffer from the common method bias
issue (Lindell & Whitney, 2001). We also used Sande and Ghosh (2018)’s
method to check for the endogeneity. Most of the variables used in the
research framework were taken from literature. Few variables like
customization, personal innovativeness and perceived economic bene­
fits have been taken as control variables. The analysis did not show any
common method bias or simultaneity. Thus, there was no endogeneity in
the study. Moreover, we followed a technique recommended by Pavlou,
Liang, and Xue (2007) to assess common method bias. The correlation
matrix was assessed (refer Table 1). From the correlation matrix, it can
Table 2
Discriminant validity using HTMT
PC PPR CP RUB
Perceived Privacy Risk(PPR) 0.44
Coupon Proneness(CP) 0.87 0.57
Repeat usage behaviour(RUB) 0.85 0.39 0.87
Intention to Redeem(IR) 0.8 0.58 0.788 0.73

Table 1
Correlation, Reliability and Validity
IR PC PPR CP RUB Cronbach Alpha Composite Reliability AVE

Intention to Redeem m-coupons (IR) (0.75) 0.86 0.87 0.57

Perceived Convenience (PC) .667** (0.77) 0.81 0.82 0.6
Perceived Privacy Risk (PPR) − .461** − .331** (0.82) 0.76 0.75 0.68
Coupon Proneness (CP) .661** .703** − .447** (0.80) 0.82 0.75 0.65
Repeat usage behavior (RUB) .627** .699** − .313** .527** (0.81) 0.85 0.86 0.67

Note: AVE: Average Variance Extracted; N = 637; **p < .001; Values in () is square root of AVE.

5
P. Nayal et al. International Journal of Information Management 57 (2021) 102288

be observed that the correlation between variables does not exceed 0.90 Table 4
(the limit set for high correlation), which implies the absence of sys­ Results of moderated-mediation model
tematic bias in data. Bootstrap BCCI

B SE p Lower Upper
4.3. Measurement model Constant 4.1453 0.0355 0.000 4.0755 4.2151
Perceived Convenience 0.6402 0.0276 0.000 0.5861 0.6943
A confirmatory factor analysis (CFA) was conducted to determine the PPR 0.2269 0.0302 0.000 0.1676 0.2863
Perceived convenience* − 0.0241 0.018 0.000 − 0.0595 − 0.0112
structural validity of the constructs. All the variables—coupon prone­
PPR
ness, perceived convenience, PPR, repeat usage behavior, and intention
to redeem m-coupons—were considered in the CFA. A 5-factor mea­ Index of moderated-mediation
surement model showed satisfactory fit (Table 3), with all the factor Index Boot SE Boot LLCI Boot ULCI
loadings exceeding 0.50. The Cronbach’s alpha values were above 0.60, .0091 .0057 .0013 .0211
indicating good reliability. Further, a comparison between an alterna­
tive model and the 5-factor model showed that the later was the best fit,
4.6. Moderated moderated-mediation and conditional moderated-
which also proved that the participants successfully differentiated be­
mediation relationship
tween the focal constructs. With the various measurement models,
common method bias can also be detected. From the measurement
Next, we tested the moderated moderated-mediation model using
model, it can be observed that five-factor model is better than common
three-way interactions (Hayes Model 11). High repeat usage behavior
latent factor model (one-factor model), which also proves that common
moderated the moderation effect of PPR on the intention to redeem m-
method bias is not a problem in this study (Jyoti & Rani, 2019).
coupons from perceived convenience via coupon proneness. In this
model, perceived convenience, PPR, repeat usage behavior of m-cou­
4.4. The mediating effect of coupon proneness pons was included in the regression. The regression coefficient of the
three-way interaction (B = .0329, p < .01, BCCI [.0138; .0521]) was
The Process macro in the SPSS software (Hayes, 2017) (model 4) was found to be positively related and significant. Thus, a three-way inter­
used to explore the mediating effect of coupon proneness on the rela­ action (perceive convenience * PPR * repeat usage behavior) was
tionship between perceived convenience and the intention to redeem confirmed between perceived convenience and intention to redeem m-
m-coupons. Perceived convenience had a positive effect on the intention coupon through coupon proneness as a mediator (Table 5). Index of
to redeem m-coupons (B = 0.376, 95 % BCCI [0.3081; 0.443]).), which moderated moderated-mediation also shows significant values (Hayes,
supports H1. Similarly, on including coupon proneness in the model, the 2017).
effect of perceived convenience was positively significant (B = 0.176, 95 Conditional moderated mediation quantifies the linear relationship
% bias-corrected confidence interval (BCCI) [0.109; 0.242]). That is, between PPR and an indirect effect of perceived convenience at given
coupon proneness mediated the relationship between perceived conve­ values of repeat usage behavior (Hayes, 2017). Table 5 shows the con­
nience and the intention to redeem m-coupons. ditional indirect effect of perceived convenience on the intention to
The indirect effect of perceived convenience on the intention to redeem m-coupons at low, moderate and high values of repeat usage
redeem m-coupons was positively significant (B = 0.1239, 95 % BCCI behavior. Examining the indices of conditional moderated mediation
[.0712; 0.1728]). Partially indirect effect was also positively significant (Table 5), it reflects that the indirect effect of perceived convenience is
(B = 0.0251, 95 % BCCI [.0069; 0.1681]). Thus, the mediating effect of positively related to low (0.002), moderate (.0086) and high values of
coupon proneness on the intention to redeem m-coupons via perceived repeat usage behavior (0.017). Repeat usage behavior moderates the
convenience was statistically significant and supported H1 and H2. size of the indirect effect of perceived convenience on intention to
redeem m-coupons only at high values of repeat usage but not at low and
moderate values. Fig. 2 shows the moderation effect of repeat usage
4.5. Moderated-mediation relationship behavior at low, moderated, and high values. The graph of the moder­
ation effect also proves that the interaction is significant at only high
To analyze H3, we used Hayes Model 7. The analysis yielded an values of repeat usage behavior as already mentioned in Table 6 that
interaction effect of perceived convenience* PPR (B = -.0241, p =
0.01804, BCCI [-0.0595; -0.0112]). Index of moderated-mediation
shows that the effect of PPR is significant in moderated-mediation Table 5
Result of the moderated moderated-mediation model (R2 = .745)
relationship (Refer Table 4). Significant negative moderation effect
was observed by considering PPR as a moderator. B SE P Lower Upper

Constant − 0.5562 0.6137 0.3651 − 1.7614 0.6489

Table 3 Perceived Convenience 1.0868 0.2342 0.000 0.6268 1.5467
PPR 0.3303 0.1679 0.0497 0.0005 0.6601
Results of the comparative confirmatory analysis
Perceived Convenience* − 0.1022 0.0589 0.0832 − 0.2178 0.0135
Measurement Model CMIN/ AGFI CFI GFI NFI RMSEA PPR
df Repeat usage behavior 0.9791 0.167 0.000 0.6511 1.307
Perceived Convenience* − 0.174 0.0406 0.000 − 0.2536 − 0.0943
Five-factor model (our 4.027 0.804 0.880 0.836 0.847 0.069
Repeat usage
hypothesized model)
behaviour
Four-factor modela 4.954 0.754 0.841 0.792 0.809 0.079
PPR * Repeat usage − 0.1405 0.043 0.0011 − 0.2249 − 0.0561
Three-factor modelb 5.037 0.751 0.836 0.788 0.805 0.080
behaviour
Two-factor modelc 5.302 0.744 0.825 0.781 0.793 0.082
Perceived Convenience 0.0329 0.0098 0.0008 0.0138 0.0521
One-factor modeld 6.154 0.702 0.789 0.745 0.759 0.090
*PPR * Repeat usage
a behaviour
This model combines PPR and repeat usage behavior into one factor.
b
This model combines PPR, repeat usage behavior, and coupon proneness
into one factor. Index of moderated moderated-mediation
c
This model combines PPR, repeat usage behavior, coupon proneness, and Index Boot SE Boot LLCI Boot
ULCI
perceived convenience into one factor.
d 0.0058 0.0022 0.0022 0.0106
This model combines all items into one factor.

6
P. Nayal et al. International Journal of Information Management 57 (2021) 102288

Fig. 2. Moderation effect of repeat usage behavior at low, medium and high values.
CP = Coupon proneness, PCo = Perceived convenience, RUB = Repeat usage behavior, PPR = Perceived privacy risk.

Table 6 Table 7
Conditional indirect effects of perceived convenience on intention to redeem m- Results for Hypothesis Testing
coupons
S. Hypothesis Results
PPR Repeat usage Effect Boot Boot Boot No
behavior SE LLCI ULCI
H1 Perceived convenience is positively related to intention to Supported
2.8173 3.1357 0.0957 0.021 0.054 0.1359 redeem m- coupons.
2.8173 4.5846 0.075 0.0165 0.0428 0.1066 H2 Coupon proneness mediates the relationship between Supported
2.8173 6.0336 0.0544 0.0146 0.0265 0.083 perceived convenience and intention to redeem m-coupon.
4.0152 3.1357 0.0959 0.0203 0.0556 0.1352 H3 PPR negatively moderates the effect of perceived convenience Supported
4.0152 4.5846 0.0853 0.0175 0.0504 0.1183 on intention to redeem m-coupon through coupon proneness as
4.0152 6.0336 0.0747 0.0161 0.0431 0.1062 a mediator.
5.213 3.1357 0.0962 0.0221 0.0543 0.1405 H4 High repeat usage behavior positively moderates the Supported
5.213 4.5846 0.0956 0.021 0.0549 0.1369 moderation effect of perceived privacy risk on intention to
5.213 6.0336 0.095 0.0214 0.0537 0.1381 redeem m-coupon through coupon proneness as a mediator.

Indices of conditional moderated mediation by perceived risk by PPR

Repeat usage Index Boot Boot Boot The results showed that perceived convenience has a direct positive
behavior SE LLCI ULCI relationship with the intention to redeem m-coupons (hypothesis 1),
3.1357 (low) 0.0002 0.006 − 0.012 0.0124 which is consistent with previous findings on m-coupon redemption
4.5846 0.0086 0.0059 − 0.0021 0.0215
(moderate)
(Danaher et al., 2015; Liu et al., 2015). This helps again to confirm that
6.0336 (high) 0.017 0.0073 0.0049 0.0335 fact that perceived convenience is a unique characteristic of m-coupons
that enables marketers to deliver coupons anywhere and anytime. This
study confirmed that coupon proneness acts as a mediator in the rela­
indices values are significant at only high value of repeat usage tionship between perceived convenience and the intention to redeem
behavior. m-coupons (hypothesis 2). This result is almost similar to Chen and Lu
(2011) study that stated that one cannot explain m-coupon redemption
without coupon proneness as a mediator. However, this study estab­
4.7. Results of hypothesis testing
lishes perceived convenience as one of the precursors of coupon
proneness which was hardly studied in previous literature. It was found
Table 7 shows the results of hypothesis testing. All the four hy­
that perceived risk is acting as a moderator in the moderated-mediation
potheses were supported.
relationship (hypothesis 3). The result of this hypothesis is similar to the
studies of Paulssen et al. (2014) and Casidy and Wymer (2016) that
5. Discussion investigated perceived risk as a moderator in the context of brand loy­
alty in the moderated-mediation relationship. This study broadens the
The present study examined a multi-layer moderated-moderated role of perceived risk in the context of m-coupon that can be replicated
mediation relationship in the context of m-coupon redemption. Process to e-commerce or online shopping studies. The results support one of the
Hayes models were used on 637 m-coupon users to find out the results. key hypotheses of this study: repeat usage behavior moderates the
Hypotheses were developed on the basis of conceptual model in Fig. 1. moderation effect of PPR in a moderated moderated-mediation rela­
All the hypothesized relationships were supported through the data. The tionship. The result is consistent with Ranganathan and Jha’s (2007)
model fit indices revealed that 5-factor model is the best fit, that sup­ study which stated that repeat usage behavior helps to reduce the risk
ported our conceptualized model.

7
P. Nayal et al.
associated with purchase intention while shopping online. However, this
study extends the theoretical underpinning of repeat usage behavior by
studying it the first time in moderated-moderated mediation aspect in
m-coupon context. Moreover, this study results proved that repeat usage
behavior moderates PPR at only higher values of repeat usage behavior
in a moderated moderated-mediation relationship.
The present study proved that high repeat usage behavior diminishes
the influence of privacy risk in the proposed framework of moderated
moderated-mediation relationship. There were no empirical studies
found in the past to validate the findings of this relationship. Although
Bauer’s (1960) study was relevant to this by stating that if the consumer
has a history of purchase, s/he feels less risk in coupon redemption.
Overall, this proposed framework helps to connect theory to the practice
aspect of couponing phenomenon.
5.1. Theoretical implications
This study has proposed a multi-layered framework for m-coupon
redemption intention that contributes to the growing literature of online
shopping and m-coupons in several ways. First, most of the studies in
coupon literature have used technology adoption theories such as TAM,
TPB, and TRA which only consider positive variables to explain coupon
adoption. However, this study is one of the few studies that has used
VAM model and further customized it in m-coupon redemption context.
This study argues that VAM is more appropriate model to explain m-
coupon redemption than technology adoption theories as it incorporates
both positive and negative variables. Second, by establishing that
perceived convenience positively influences m-coupon redemption (Liu
et al., 2015), it advances the earlier research on coupons and offers new
avenues to boost consumers’ redemption intention. For instance,
perceived convenience, which has been scarcely explored in m-coupon
redemption literature, is a promising concept that marketers can utilize
to strengthen the redemption intention. Moreover, establishing
perceived convenience as one of the direct and indirect antecedents in
this study, it gives a new horizon to other related studies such as mobile
banking, mobile retailing, etc. Third, by identifying coupon proneness as
a mediator between perceived convenience and the redemption of
m-coupons, this study provides support the finding of Chen and Lu
(2011) and contributes to the limited literature on coupon proneness in
the context of m-coupons redemption. This will further help to under­
stand the dynamics of mobile coupon redemption, with a special focus
toward mediating role of coupon proneness in the presence of double
moderation.
Fourth, a key contribution of this study is the proposed moderated
moderated-mediation model that includes PPR as the first moderator
and repeat usage behavior as the second moderator of the relationship
between perceived convenience and coupon proneness that offers a
novel concept for the coupon redemption process. The findings imply
that although the relationship is complicated but can be efficiently
examined with the lens of a moderated-mediation lens that contributes
to extant literature to better understand the placement of the variables
in the m-coupon redemption process. Moreover, for the first time, the
three-way interaction effect of repeat usage behavior, perceived con­
venience and PPR has been conducted which offers a new horizon to the
researchers for future work. Fifth, this study has incorporated negative
variable (PPR) along with positive variables for coupon redemption
process. This matches with the call for research by Im and Ha (2015) in
coupon redemption context. The study also aligns with call for research
in an e-commerce context by Wang and Herrando (2019). Sixth, the
work extends past research on consumers’ privacy risks (Bleier, Har­
meling, & Palmatier, 2019) and repeat usage behavior (Arli, Tjiptono,
Casidy, & Phau, 2018) in an online environment by confirming that both
factors are crucial for m-coupon redemption process. Moreover, this
study proved that privacy risk impact can be diminished in multilayered
proposed framework if consumer has high repeat usage for a particular
site. Lastly, the findings of this study have contributed to the limited
8
International Journal of Information Management 57 (2021) 102288
literature of millennial behavior in the context of m-coupon redemption.
This are hardly any study which has dwelled into millennial’s m-coupon
redemption behavior and thus provides a fresh perspective to the future
researchers. This study leads to further research avenues such as: (a)
what all are the various dimensions for repeat usage behavior to
enhance m-coupon redemption? and (b) what are the other variables
that can lessen the influence of PPR apart from high repeat usage
behavior.
5.2. Practical implications
The research findings of this study have various implications for
managers aiming to enhance m-coupon redemption. Importantly, this
study highlights the need to leverage technological improvements for
enhancing the redemption of m-coupons. Offering a convenient platform
for m-coupon redemption is essential for coupon redeemers. Using
predictive analytics, e-marketers should tailor coupons and its delivery
to suit the consumer’s preferred time, mode, and location. Second, the
results underscore the importance of coupon proneness in converting
perceived convenience into intention to redeem m-coupons. Marketers
should understand the key role of coupon-prone behavior and send
targeted offers and deals to maximize m-coupon redemption. Marketers
can send exclusive customized offers via mobile coupon apps to these
coupon prone consumers. This can also help them optimize their pro­
motional budget.
Third, it was found that the effect of PPR reduces as a result of a
consumer’s high repeat usage behavior. Marketers can enhance high
repeat usage by offering value in terms of experience and convenience.
Moreover, the frequent usage of websites should help customers famil­
iarize themselves with the websites and augment their trust in the
confidentiality policies of the website; which in turn can reduce the PPR.
To mitigate the risks associated with technological advancements,
marketers should develop strong data security policies that protect
consumers’ personal data and safeguard their private online space.
E-marketers should be mindful of these relationships between PPR,
repeat usage behavior, convenience, and coupon proneness. Given that
high repeat usage behavior has emerged as the strongest driver of
coupon redemption, e-marketers should strive to make the redemption
experience enjoyable and seamless. Loureiro, Cavallero, and Miranda
(2018) consumer walks away if they do not like their first interaction
with the brand. Such poor first-time interaction with the brands demo­
tivates customer to use the brand again. This leads to low repeat usage
behavior. Therefore, marketers should pay special attention to make
unique and hassle-free experience for those first-time user for m-cou­
pons. Designing websites and apps that are attractive and user-friendly
can help convert first time visitors into frequent m-coupon redeemers.
Marketers can offer better customer experience through various ways
such as: (a) coupons can be delivered via mobile coupon apps which can
be customized as per the user preference with the help of artificial in­
telligence (AI) tools (Duan, Edwards, & Dwivedi, 2019). Personalized
experience creates a sense of connection with the brand and consumers
feel more heard this way (Dwivedi et al., 2020). However, using AI tools
may not be sufficient, companies should also look to include human
touch along with technology across the customer journey. (b) it is
advisable for the practitioners to set new milestones to excel in
providing better customer experience in m-coupon redemption (c)
marketers need to remove the customer pain point from the coupon
redemption journey. For example, tech savvy companies can merge
more than two stages of touch points into one to make the journey
frictionless. (d) personalized journey mapping exercises can be followed
by companies in order to make consumer redemption journey more
pleasant. Companies can make clusters of similar kinds of profiles based
on demographics, internet surfing patterns or persona. By implementing
these marketing strategies, marketers can enhance repeat visit by their
customers to their websites.
P. Nayal et al.
5.3. Limitations and future research directions
While this study has established moderated moderated-mediation
and conditional relationships among the drivers of m-coupon redemp­
tion, it is not without limitations. Below are few of the future avenues
which can be carried out on the basis of limitations of the study:
a) More studies on mobile app coupons for better personalized experience:
Various companies are successfully delivering the valuable customer
experience through mobile apps. Mobile apps can be customized as
per the user preference; therefore, it is very convenient to offer
personalized services through them. Therefore, more number of
studies should be conducted on mobile coupon apps.
b) Inclusion of other key variables: The variables such as customization,
personal innovativeness, and perceived economic benefits were not
examined in this study. Including these variables will allow future
researchers to propose a new and more comprehensive m-coupon
redemption framework.
c) Similar studies in cross-cultural context: Cultural aspect plays an
important role in developing attitude and perception towards the
things. The current study was conducted in an Asian context; it
would be interesting to replicate the study in developed countries to
validate and generalize the findings
d) Model can be verified in various industries: The model offered in this
study is generic in nature, every industry differs from each other on
various aspects. For example, for banking industry, PPR is the most
crucial variable where they cannot take a chance (Keskar & Pandey,
2018). Therefore, the framework can be empirically verified in
various industries such as aviation, banking, entertainment and IT.
e) More studies on connecting past experience with enjoyment related fac­
tors: With the introduction of new and innovative personal devices,
such as smartphones and tabs, satisfying personal needs has become
extremely important. Therefore, future researchers should conduct
additional research on entertainment aspect, its utilitarian benefits,
and the transactional cost of m-coupon redemption. Past experience
can be enhanced if the experience is enjoyable too. Therefore, future
researchers can conduct studies which also include perceived
enjoyment along with past experience.
f) Longitudinal Studies: Present study was analyzed on cross-sectional
data which cannot measure cause and effect relationship. Longitu­
dinal studies provide cause and effect reasoning. Therefore, it would
be interesting to observe that how experience, convenience, coupon
proneness and privacy risk influences m-coupon redemption with
changing consumer behavior over a time.
g) Studies on various types of consumer groups: The fact that the majority
of the respondents in this study millennial may affect the general­
izability of the results to other demographic segments. Millennial, in
general, are known to be technologically savvy and willing to
experiment with new technologies. Each consumer group differs
with respect to their personal traits and exposure to technology.
Therefore, more number of studies can be conducted on various
different consumer groups.
h) Studies on role of analytics in providing personalized experience: Today,
every company want to excel by providing best customer experiences
but only few companies are able to do that. The companies which
offers best customer experience such as Amazon, Google, and Netflix
are the pioneer in using data analytics skills which is still a dream for
lot of companies. Therefore, future researchers should conduct
studies to help companies to take full leverage of analytics skills to
offer good customer experience.
i) E-coupon delivery at various stages of shopping: M-coupons offer
distinct advantages over e-coupons. They can be delivered through
convenient and user-friendly mobile apps and can be delivered at the
right place and time to the consumer with the help of GPS technol­
ogy. However, in absence of such advantages in the case of e-cou­
pons, it can be argued that the findings of this research may not fit
9
International Journal of Information Management 57 (2021) 102288
fully in the context of e-coupons. Hence, it would be interesting for
the future researchers to conduct similar studies for e-coupons and
find out factors to enhance e-coupon redemption intention among
consumers. The stage of e-coupon delivery can also be analyzed by
scholars using Kaushik (2015) “See, Think, Do, and Care” frame­
work. It informs that customer’s online shopping journey consist of
four stages of See, Think, Do and Care. There is a right stage for
giving promotion offer during this customer journey. It may be
explored by future researchers at what stage of shopping, the
e-coupon should be offered to the customer using this “See, Think,
Do, and Care” framework.
j) More studies using VAM model: VAM model suggested by Kim et al.
(2007) was originally developed in the context of mobile internet.
However, we have utilized VAM for explaining the m-coupon
redemption intention among consumers. The use of VAM for
m-coupon redemption context needs further research in different
sectors to enhance its generalizability. Also, the future studies can do
a comparative study on experienced users and inexperienced users of
m-coupons using VAM model.
k) Risk management in coupon studies: The coupons distributed to wrong
consumers may arouse a feeling of inferior or cheap product in some
consumers (Argo & Main, 2008). It may cause an embarrassment
among the others due to the stigma attached to coupon usage in their
social circles. This effect of coupons creates risk factors for brands
and would impact their brand value. Future researchers may conduct
customer segmentation studies to suggest the right coupon distri­
bution strategy.
6. Conclusion
This study customized the VAM model in the context of m-coupon
redemption. It proposed that perceived convenience is a major benefit
and PPR is the deterrent, along with repeat usage behavior and coupon
proneness as the key variables, for m-coupon redemption intention.
Second, this multi-level framework of the mediator (coupon proneness),
antecedent (perceived convenience), and moderators (PPR and repeat
usage behavior) enhances our understanding of the dynamics of m-
coupon redemption process. It also offers a deeper lens to analyze this m-
couponing phenomenon empirically. This is a novel finding that high
repeat usage behavior diminishes the negative moderation effects of PPR
from perceived convenience to intention to redeem m-coupons via
coupon proneness with empirical evidence, which has been rarely
examined in the literature. Moreover, the inclusion of PPR contributes to
the limited literature on the effect of negative variables on m-coupon
redemption.
CRediT authorship contribution statement
Preeti Nayal: Conceptualization, Methodology, Formal analysis,
Writing - original draft, Visualization, Investigation. Neeraj Pandey:
Conceptualization, Methodology, Writing - original draft, Visualization,
Investigation. Justin Paul: Conceptualization, Writing - review &
editing, Investigation.
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