Can time pressure and discount strategy of mobile coupons affect consumers' purchase intention

Yu-Fan Lin, Ting-Peng Liang, Pei Lee Teh, Chia-Yin Lai

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

2 Citations (Scopus)

Abstract

Increasing use of mobile devices has led to many marketers to send mobile coupons to consumers. The effectiveness of mobile coupon is context dependent which involves reaching customers with the right promotion strategies that differs in time-limited scarcity messages and quantity-limited scarcity messages. However, the joint effects of mobile coupon promotions under different time pressure, quantity limitation and discount strategies on consumers purchase intention have been unexplored in the literature. Drawing from the value-risk paradigm, we develop a new research model to examine consumers responses to mobile coupon with different time-limited scarcity messages and quantity-limited scarcity messages across different promotion strategies. An experiment is designed to test the research model. The findings of this study will have implications for future research and marketing practice. Specifically, Information Systems (IS) and marketing personnel will gain a fresh insight on how mobile couponing with different time-limited scarcity messages, quantity-limited scarcity messages and discount strategies can be effective for consumer purchase.
Original languageEnglish
Title of host publicationPACIS 2015 Proceedings
EditorsAtreyi Kankanhalli, Andrew Burton Jones, Thompson Teo
Place of PublicationAtlanta GA USA
PublisherAssociation for Information Systems
Pages1 - 11
Number of pages11
Publication statusPublished - 2015
EventPacific Asia Conference on Information Systems 2015 - Singapore, Singapore
Duration: 5 Jul 20159 Jul 2015
Conference number: 19th
https://web.archive.org/web/20150728131139/http://www.pacis2015.org/
https://aisel.aisnet.org/pacis2015/ (Proceedings)

Conference

ConferencePacific Asia Conference on Information Systems 2015
Abbreviated titlePACIS 2015
Country/TerritorySingapore
CitySingapore
Period5/07/159/07/15
Internet address

Keywords

  • Discount strategy
  • Perceived risk
  • Perceived value
  • Purchase intention
  • Quantity limitation
  • Time pressure

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