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Mobile Coupons: Adoption and Use
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Author(s): Te-Lin (Doreen) Chung (Iowa State University, USA)
Copyright: 2015
Pages: 9
Source title:
Encyclopedia of Mobile Phone Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany, State University of New York, USA)
DOI: 10.4018/978-1-4666-8239-9.ch017
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Abstract
Coupons have been used as a sales promotion tool for several decades. As mobile devices are increasingly becoming consumers' personal companions, the role of coupons is changing. Mobile coupons (i.e., coupons delivered via mobile devices) allow companies to deliver time- and location-specific offers to potential customers. Building on previous knowledge of traditional paper coupons and emerging research in mobile communication adoption, some scholars have applied attitudinal and technology-acceptance models to explore consumers' adoption of mobile coupons. Others have explored the design and mechanism of mobile coupons, or the role of mobile coupons as a unique marketing communication channel. In the near future, as consumers' adoption of mobile communication matures, we can expect research on mobile coupons to grow. The broader influences of this tool on consumer behavior merit further exploration.
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