Consumers' attitude and adoption of location-based coupons: The case of the retail fast food sector

摘要

This study builds on the theory of parallel distributed processing, Thaler's exchange theory, and the trust theory to extend our existing knowledge on the location-based coupons literature in the retail fast food sector. Based on several location-based coupons provided by fast food chains, a mock coupon was designed and an online survey was conducted on a sample of 228 Canadians. Attitude toward location-based advertising is found to be significantly determined by consumers' trust and perception of control. Attitude toward location-based coupons, however, is driven by monetary benefits as well as convenience and hedonic motives. Attitude toward location-based coupons is significantly predicted by attitude toward location-based advertising. Both of them have a significant impact on consumers' intention of using location-based coupons. The study provides strong evidence supporting Thaler's exchange theory according to which customers are motivated by monetary benefits as well as convenience and hedonic aspects.