Discount coupons versus trust and satisfaction: Which is better for M-commerce?
By: Mishra, Arindra Nath and Sengupta, Shayani
.
Material type: 
BookPublisher: Management and Labour Studies Description: 49(1), Feb, 2024: p.28-42.Subject(s): Discount Coupons, Trust, Satisfaction, M-commerce, Customer Loyalty, Short-term Sales, Coupon Dependency, Brand Perception, Consumer Behavior, Purchase Intentions, Mobile Shopping Apps, Expectation Confirmation Model, Usage Intention, Promotional Strategies, Digital Marketing, Price Sensitivity, Customer Retention, Competitive Advantage, Online Retail, Shopping Experience
In:
Management and Labour StudiesSummary: Online shopping apps offer discounts with the help of coupons which have been shown to be highly effective, especially, in the case of mobile commerce. However, the mechanism of attracting customers via discounting and its effect on the adoption of mobile shopping apps have not been studied in detail. We explored the important antecedents for continued usage intention of mobile shopping apps. Further, we explored the effect of coupon proneness via the expectation confirmation model. We have explored the mediating role of trust and moderating role of coupon proneness on the relationship between satisfaction and intention of continued usage. We found direct and indirect linkages of satisfaction, confirmation of expectations, perceived usefulness and trust and coupon proneness with continued usage intention. Results indicated that trust partially mediates the relationship between satisfaction and continued usage intention, and coupon proneness negatively moderates the relationship between trust and continued usage intention. Our study shows that coupons are effective in the short run but satisfaction and trust building are important for long-term strategy. Some personality traits can have an impact on the findings which have not been part of this study. Future research can expand and validate these findings. – Reproduced
https://journals.sagepub.com/doi/full/10.1177/0258042X231181756
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Articles
|
Indian Institute of Public Administration | 49(1), Feb, 2024: p.28-42 | Available | AR132084 |
Online shopping apps offer discounts with the help of coupons which have been shown to be highly effective, especially, in the case of mobile commerce. However, the mechanism of attracting customers via discounting and its effect on the adoption of mobile shopping apps have not been studied in detail. We explored the important antecedents for continued usage intention of mobile shopping apps. Further, we explored the effect of coupon proneness via the expectation confirmation model. We have explored the mediating role of trust and moderating role of coupon proneness on the relationship between satisfaction and intention of continued usage. We found direct and indirect linkages of satisfaction, confirmation of expectations, perceived usefulness and trust and coupon proneness with continued usage intention. Results indicated that trust partially mediates the relationship between satisfaction and continued usage intention, and coupon proneness negatively moderates the relationship between trust and continued usage intention. Our study shows that coupons are effective in the short run but satisfaction and trust building are important for long-term strategy. Some personality traits can have an impact on the findings which have not been part of this study. Future research can expand and validate these findings. – Reproduced
https://journals.sagepub.com/doi/full/10.1177/0258042X231181756
There are no comments for this item.