"Digital Natives" Redemption Intention of M-Coupons: A PLS-SEM Approach - Evidence From China

Mobile coupon technology is no longer new technology for a consumer to adopt. This article aims to explore key factors affecting the intention to redeem m-coupons for customers who are familiar with mobile phone technology during the COVID-19 situation. A sample of 581 consumers was collected using an online questionnaire from Jan to April 2021 in Hangzhou, the first internet and smart city of China. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) in Smart PLS 3.0 software. Results show m-coupon attitude and m-coupon proneness, are positively affected by past behavior while negatively affected by using distance, which has a positive relationship with m-coupon redemption intention. While perceived risk is no longer an influential factor. Marketers and merchants can provide more suitable strategies as small-scale, regional mobile coupons for precision marketing and coupons can be bundled with different brands for sale.