IDEAS home Printed from https://ideas.repec.org/a/sae/manlab/v49y2024i1p28-42.html
   My bibliography  Save this article

Discount Coupons Versus Trust and Satisfaction—Which is Better for M-Commerce?

Author

Listed:
  • Arindra Nath Mishra
  • Shayani Sengupta

Abstract

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.

Suggested Citation

  • Arindra Nath Mishra & Shayani Sengupta, 2024. "Discount Coupons Versus Trust and Satisfaction—Which is Better for M-Commerce?," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 28-42, February.
    • Handle: RePEc:sae:manlab:v:49:y:2024:i:1:p:28-42
    DOI: 10.1177/0258042X231181756
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0258042X231181756
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0258042X231181756?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Paul Benjamin Lowry & Anthony Vance & Greg Moody & Bryan Beckman & Aaron Read, 2008. "Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites," Post-Print halshs-00684347, HAL.
    2. Montazeri, Samaneh & Tamaddoni, Ali & Stakhovych, Stanislav & Ewing, Michael, 2021. "Empirical decomposition of customer responses to discount coupons in online FMCG retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Jörg Henseler & Marko Sarstedt, 2013. "Goodness-of-fit indices for partial least squares path modeling," Computational Statistics, Springer, vol. 28(2), pages 565-580, April.
    5. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    6. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    7. Michelle C. Bligh, 2017. "Leadership and Trust," Springer Texts in Business and Economics, in: Joan Marques & Satinder Dhiman (ed.), Leadership Today, chapter 2, pages 21-42, Springer.
    8. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    9. Mohd Suki, Norazah & Mohd Suki, Norbayah, 2017. "Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 180-188.
    10. Neeraj Pandey & Vaibhav Maheshwari, 2017. "Four decades of coupon research in pricing: Evolution, development, and practice," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(4), pages 397-416, August.
    11. repec:dau:papers:123456789/12465 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Heidari , Hamed & Moosakhani , Morteza & Alborzi , Mahmood & Divandari , Ali & Radfar , Reza, 2018. "Evaluating the Factors Affecting Behavioral Intention in Using Blockchain Technology Capabilities as a Financial Instrument," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 13(2), pages 195-219, April.
    2. Groß, Michael, 2018. "Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture partial least squares modelling approach for exploring and characterising different shopper segments," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 8-18.
    3. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    4. Sara Moussawi & Marios Koufaris & Raquel Benbunan-Fich, 2021. "How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 343-364, June.
    5. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    6. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    7. Brusch, Ines & Rappel, Nina, 2020. "Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Natarajan, Thamaraiselvan & Balasubramanian, Senthil Arasu & Kasilingam, Dharun Lingam, 2017. "Understanding the intention to use mobile shopping applications and its influence on price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 8-22.
    9. Isaac Kofi Mensah & Guohua Zeng & Chuanyong Luo, 2023. "Determinants of Social Commerce Purchase and Recommendation Intentions Within the Context of Swift Guanxi Among Chinese College Students," SAGE Open, , vol. 13(2), pages 21582440231, June.
    10. Donald Amoroso & Ricardo Lim & Jialiang Lei & Anupriya Saxena, 2023. "A Study of Satisfaction and Loyalty for Continuance Intention of Mobile Wallet in India," International Journal of E-Adoption (IJEA), IGI Global, vol. 15(1), pages 1-18, January.
    11. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    12. Natarajan, Thamaraiselvan & Balasubramanian, Senthil Arasu & Kasilingam, Dharun Lingam, 2018. "The moderating role of device type and age of users on the intention to use mobile shopping applications," Technology in Society, Elsevier, vol. 53(C), pages 79-90.
    13. Hartmann, Karen & Pezoldt, Kerstin, 2018. "Der Einfluss von Website-Qualität auf das Markenimage: Eine Analyse am Beispiel des öffentlich-rechtlichen Rundfunks," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 1, number 12018, September.
    14. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    15. Maral Jamalova, 2024. "Modelling user behavior towards smartphones and wearable technologies: A bibliometric study and brief literature review," Papers 2405.01137, arXiv.org.
    16. Maier, Erik, 2016. "Supply and demand on crowdlending platforms: connecting small and medium-sized enterprise borrowers and consumer investors," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 143-153.
    17. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    18. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.
    19. Li, Rui & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2017. "Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 19-29.
    20. Ram, Pappu Kalyan & Pandey, Neeraj & Persis, Jinil, 2024. "Modeling social coupon redemption decisions of consumers in food industry: A machine learning perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:manlab:v:49:y:2024:i:1:p:28-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.xlri.ac.in/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.