نگرش مصرف کنندگان و پذیرش کوپن های مبتنی بر موقعیت
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نگرش مصرف کنندگان و پذیرش کوپن های مبتنی بر موقعیت

عنوان فارسی مقاله: نگرش مصرف کنندگان و پذیرش کوپن های مبتنی بر موقعیت: نمونه ای از بخش خرده فروشی فست فود
عنوان انگلیسی مقاله: Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector
مجله/کنفرانس: مجله خرده فروشی و خدمات مصرف کننده - Journal of Retailing and Consumer Services
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت کسب و کار، مدیریت بازرگانی، مدیریت فناوری اطلاعات
کلمات کلیدی فارسی: تبلیغات مبتنی بر موقعیت، کوپن های مبتنی بر موقعیت، نگرش، استفاده عمدی، بخش فست فود
کلمات کلیدی انگلیسی: Location-based advertising، Location-based coupons، Attitude، Use intention، Fast food sector
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jretconser.2018.11.009
دانشگاه: Faculty of Business Administration, Laval University, Quebec, Quebec, Canada G1V 0A6
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 4/218 در سال 2018
شاخص H_index: 65 در سال 2019
شاخص SJR: 1/211 در سال 2018
شناسه ISSN: 0969-6989
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 17
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E11323
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review and hypotheses


3- Methodology


4- Results


5- Discussion


6- Theoretical and managerial implications


7- Conclusion, research limitations and future avenues


References

نمونه متن انگلیسی مقاله

Abstract


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.


Introduction


The widespread use of smart mobile devices and the recent advances in technologies have provided many possibilities of personalizing the promotional message sent to consumers within a variety of Global Positioning Systems (GPS) and have thereby dramatically fostered the development of location-based advertising (Okazaki and Taylor, 2008). The latter refers to the “marketer-controlled information customized for recipients’ geographic positions and received on mobile communication devices” (Bruner and Kumar, 2007, p. 3). As a result of the development of location-based advertising, location-based coupons emerged as a new element of the promotional mix strategy. Locationbased coupons help retailers to send personalized promotional contents and marketing messages to nearby consumers (Unni and Harmon, 2007). This ‘new’ form of couponing is gaining great interest among firms because it allows a “better interactivity and connectivity” with customers (Karjaluoto et al., 2008, p. 242). It includes both price and special offers, such as location-based coupons, and non-price offers such as brand ads, polling, location-based reminders, and geotags (i.e., an electronic tag that assigns a geographical location (e.g., the vendor's address) to a posting on a social media website, a digital photograph, etc.) (Barwise and Strong, 2002; Bruner and Kumar, 2007). The current research focuses on the former aspect of coupons (i.e., price and special offers).

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