Consumers' attitude and adoption of location-based coupons: The case of the retail fast food sector. (March 2019)

• Record Type: Journal Article
• Authors: Souiden, Nizar; Chaouali, Walid; Baccouche, Mona
• Is Part Of: Journal of retailing and consumer services. Volume 47(2019)
• Page Start: 116
• Page End: 132
• Publication Date: 2019-03
• Subjects: Location-based advertising -- Location-based coupons -- Attitude -- Use intention -- Fast food sector; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2018.11.009
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This study builds on the theory of parallel distributed processing, Thaler's exchange theory, and the trust theory to extend our existing knowledge on the location-based coupons literature in the retail fast food sector. Based on several location-based coupons provided by fast food chains, a mock coupon was designed and an online survey was conducted on a sample of 228 Canadians. Attitude toward location-based advertising is found to be significantly determined by consumers' trust and perception of control. Attitude toward location-based coupons, however, is driven by monetary benefits as well as convenience and hedonic motives. Attitude toward location-based coupons is significantly predicted by attitude toward location-based advertising. Both of them have a significant impact on consumers' intention of using location-based coupons. The study provides strong evidence supporting Thaler's exchange theory according to which customers are motivated by monetary benefits as well as convenience and hedonic aspects.