A Study On Mobile Coupon Users’ Behavior And Its Usage Based On Social Media Marketing

As a typical mobile promotion tool, Mobile coupon (m-coupon) is preferred by more and more merchants for its convenience, precision marketing and so on. The concept of m-coupon embodied user’s demands for sociability, mobility and localization in the mobile commerce era, and makes m-coupon social media marketing possible. While mobile coupons have been attracting the industry’s attention, some problems exist in the application process, the main phenomenon of which the redemption rate is fairly low. The social media-based m-coupon marketing model can improve the redemption of m-coupon, meanwhile mobile coupons have higher redemption rate by a friend’s recommendation.Firstly, although scholars has studied the information sharing behavior and purchasing behavior in social media marketing context, few of them considered user participation behavior and redemption behavior in the setting of social media marketing for m-coupons. We proposed three worth-solving problems with regard to the development of m-coupon and practical problems. By integrating relevant theories, this paper aimed at three research questions and examined the sharing behavior in m-coupon social marketing and the redemption behavior in social recommendation empirically. We built a social marketing framework for m-coupon combining the empirical results and socio-technical theory.Secondly, based on the analysis of internal and external motivation of m-coupon sharing, we introduce the psychological characteristics of coupon proneness to establish the mobile coupons social sharing model. We find the sense of self-worth, socializing, economic reward, and reciprocity significantly affect the willingness to share m-coupon when sharing m-coupon. This study also examines the moderating effects of coupon proneness:coupon proneness positively moderates the relationship of socializing and reciprocity within m-coupon sharing. However, the moderating effects of coupon proneness on the relationship of sense of self-worth and economic reward within m-coupon sharing are insignificant.Thirdly, we established the trust building model in m-coupon social recommendation, analyzed the effect of trust on m-coupon redemption, and discussed how the perceptions of positive and negative values influence the redemption behavior. Swift trust (trust propensity/perceived Similarity/perceived expertise/assurance), knowledge-based trust (familiarity with the e-vendor) and affect-base trust (social tie) are critical factors in the formation of recommendation trust. Trust positively affects the redemption attention of mobile coupon, and significantly reduces the perceived risk within the redemption process. Besides, hedonic perception and economic reward promote the coupon redemption, while the difficulty and risk involved in the redemption process significantly reduce the redemption attention.By summarizing the empirical results of the above chapters, we proposed a social medial marketing framework for mobile coupon. The social dimension of this framework considers consumer characteristics (coupon proneness, social capital attributes such as social tie and similarity). Since economic reward shows significant effect on mobile coupon sharing, the social dimension also needs multi-level incentive bonus to accelerate social media diffusion. The technical dimension considers the realization of platform construction and bonus.