Personaliserad mobilkupong? Ja, tack! Effekten av kontext och personalisering på mobilkupongers effektivitet

Sammanfattning: With regard to a new digitalisation era as well as shifting behaviour of consumers and retailers that attempt to adapt to new business environments, the purpose of this study is to examine the impact of context and personalisation on the consumers' intention to use a mobile coupon in the retailer's' physical store. Our findings suggest that consumer's context, in the form of geographical distance between the consumer and the use of a mobile coupon, does not affect consumer's intentions to use a coupon. At the same time, we find that personalising content of a mobile coupon after consumer's prior shopping history can result in consumers' higher willingness to use the same coupon. Our results also show that out of our researched combinations, the alternative that considers context in the consumer's home with a coupon that was adapted for the mass-market have least impact on the consumer's intention to redeem the mobile coupon. Furthermore, our results suggest that consumer's effort influences their intentions to use mobile coupons - the higher the perceived effort the lower are the intentions to use the coupon. In addition, we find that consumer's context has a direct effect on perceived effort. Finally, our results suggest that consumer's perceived relevance of context and personalisation also affects their perceived effort. Therefore, there is also an indirect relationship between perceived effort and our researched variables. Furthermore, the results of our study show that consumer's attitudes towards mobile coupons as well as privacy concerns affects the intentions to use mobile coupon negatively. Surprisingly, our results also show that personalised coupons can be used as a tool to enhance consumers' intentions when they are less comfortable in using their mobile phones for commercial purposes and when theirs attitudes towards mobile coupons are poor in general.