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

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.