Factors influencing the consumer’s intention to use digital restaurant coupons
Digital coupons have become an important sales promotion tool for retailers. Despite the attractiveness of this new marketing tool, digital coupons are accompanied with low redemption rates. Distributing the right digital coupon to the right consumer is of critical importance. The aim of the present study was to examine the effects of two types of coupon promotions on redemption intention, and to establish to what degree the effect may be moderated by individual consumer characteristics. To collect data an experimental survey was used, wherein two design elements were manipulated (specifically comparing monetary and non-monetary coupons). In total, 181 respondents were exposed to one of the two digital coupon types. The obtained data is analyzed using AN(C)OVA. The results confirm that the variable coupon proneness is positively related to coupon redemption intention. Further, the findings revealed that redemption intention is not significantly different when consumers were receiving a monetary coupon or a non-monetary coupon. This research is one of the first to include both monetary and non-monetary coupons. Future studies can use the developed framework to test the impact of other design elements or promotion types.
Faculteit der Managementwetenschappen