A rhetoric of coupons: Analyzing FSIs and FSI coupons through rhetorical lenses

This thesis consists of two journal articles that examine newspaper coupon booklets called free-standing inserts (FSIs) through feminist and visual rhetoric lenses. The first article attempts to identify the “ideal couponer,” or the audience suggested by the product categories, visuals, and language appearing in FSIs. Through content and textual analyses using a feminist rhetoric lens, the article argues that FSIs evoke the idea of an audience of mothers who conform to gendered cultural assumptions about womanhood and parenthood. The article concludes with theoretical and business implications of these findings, contending that more rhetorical research is necessary to understand how FSIs reinforce social stereotypes and can improve current marketing efforts. The second article analyzes the materiality of FSI coupons and the act of FSI couponing to determine the degree to which they support the preservation and reclamation of domestic narratives. The article suggests that FSI coupons and couponing reinforce domestic narratives about women as homemakers, crafters, and planners, among others. It also proposes that FSI coupons and couponing enable reclamations of the value of crafting and the accessibility of participating in business. When combined, the first and second articles aim to lay a foundation for a rhetoric of coupons

Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia

The purpose of this study is to examine the factors influencing clothing interest among Generation Y consumers in Malaysia. Brand image, word of mouth, self-concept, perceived quality, and need for uniqueness were hypothesized to be related with clothing interest, which in turn, was deemed to be related with purchase intention. The interaction effect of price consciousness on the relationship between clothing interest and purchase intention was also examined in this study. Self-administered questionnaires were used to collect data from a total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed that need for uniqueness, self-concept, brand image, word of mouth, and perceived quality are significant predictors of clothing interest among the Generation Y consumers in Malaysia and price consciousness moderated the relationship between their clothing interests and purchase intention. The practical implications of the research findings were discussed

تأثير أبعاد جودة النظام على الثقة في تبني التجارة الالكترونية من خلال الهاتف المحمول: وجهة نظر العميل الفلسطيني

Several pieces of evidence evince that system quality is closely and importantly related to the use of the system in previous empirical work and studies chiefly in the mobile commerce (M-Commerce) systems. At present, in light of the marketing needs related to services and products, M-Commerce is regarded as the major method and channel to use in this area. Yet, it is contended that as system quality’s significance is unquestionable, it is a new area that still needs much exploration. Against this, this study aims at examining the system quality dimensions’ impact on customer trust in M-Commerce by adapting the information systems (IS) success model. Due to the nature of the study, the quantitative method, alongside a questionnaire is employed to collect data. The findings show that the dimensions of the system quality consisting of perceived ease of use, flexibility, accessibility, visibility, and responsiveness have a great and positive contribution to the customer trust in M-Commerce while the customer trust has a great impact on the intention to use. The findings are favorably used by M-Commerce system service providers and policymakers to articulate related strategies to increase customers\u27 trust and by academians and researchers to develop, evaluate, and increase shreds of research and studies related to system quality and trust in M-Commerce fields in Palestine. At last, the theoretical and practical implications, findings, limitations, and recommendations for future work are also presented in the last sections of the study

O papel dos valores individuais no comportamento do uso de cupons de desconto

Purpose – The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) of the intention and the behavior of using online discount coupons, through UTAUT2 in the Brazilian context. Design/methodology/approach – The survey was adopted with an instrument adapted from Yang (2010) and Christino et al. (2019) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique. Findings – The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated. Research limitations/implications – The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research. Practical implications – The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases. Originality/value – The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.Objetivo – A pesquisa analisou os determinantes (Expectativa de Desempenho, Expectativa de Esforço, Influência Social, Condições Facilitadoras, Motivação Hedônica, Valor e Hábito) da intenção e comportamento de uso de cupons de desconto on-line, por meio da UTAUT2 no contexto brasileiro. Metodologia – Adotou-se a survey com instrumento adaptado de Yang (2010) e Christino et al. (2019) validado por especialistas. Disponibilizado por meio on-line, o instrumento coletou para análise 309 respostas, analisadas a partir da técnica de modelagem de equações estruturais. Resultados – Os resultados validaram as relações positivas para Condições Facilitadoras, Desempenho Hedônico, Valor Percebido, Hábito e Expectativa de Desempenho – a de maior coeficiente. A influência da Expectativa de Esforço e daInfluência Social não foram validadas. Limitações Teóricas/Implicações – Os resultados não podem ser generalizados a todos os indivíduos brasileiros, além de considerar determinantes reconhecidos da literatura internacional. Por isso, são apresentadas sugestões para continuidade e aprofundamento da pesquisa. Implicações Práticas – Os resultados contribuem a medida que indicam as principais percepções que levam à intenção e ao uso de cupons de desconto, quais sejam o desempenho utilitário e o hábito. Assim, gestores podem desenvolver suas estratégias de vendas considerando tais fatores enquanto a sociedade pode estabelecer estratégias para compras mais sustentáveis. Originalidade – A pesquisa discute os determinantes da UTAUT2 no contexto brasileiro para explicar a intenção e o comportamento de uso de cupons de desconto, o que agrupados são inéditos na literatura brasileira

O papel dos valores individuais no comportamento do uso de cupons de desconto

TCC (Graduação) - Universidade Federal de Santa Catarina, Centro Socioeconômico, Ciências Contábeis.The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) of the intention and the behavior of using online discount coupons, through UTAUT2 in the Brazilian context

Analyzing the intention to use mobile coupon and the moderating effects of price consciousness and gender

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers' intention to use mobile coupon (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research

The ‘Big Four’ price promotions in predicting decision utility and efficacy

One way that retailers help the consumer make choices is via promotions – price framing methods that explicitly offer a price reduction of value for money off the regular retail price (RRP). However, there is a growing body of research that has indicated that merely the word ‘promotion’ or ‘deal’ can increase purchase intentions despite the deal offering no savings. Despite these findings, almost no research has quantifiably considered which, how and to what extent different promotional methods can bias decisions. Furthermore, very little is known about how consumers go about making promotional decisions or which psychological factors impact the decision-making process. Considering a broad range of decision-making frameworks and psychological theories, this thesis aims to explore the extent that promotional practices influence decision-making outcomes. Furthermore, it will consider how psychological traits like financial literacy, experience and brand relationships moderate any found effects. To achieve these objectives the effect of the four most common promotional practices on decision utility will be tested in light of: the previous literature on decision-making and promotions (Chapter 1); expert interviews describing the traits or behaviours important in developing promotional strategies (Chapter 2); the effect of information processing on promotional decision making (Chapter 3); how prices are internalised (Chapter 4); and consumer relationships (Chapter 5). Finally, the results of each chapter will be used to create and test a framework of promotional decision-making. Creating and testing this framework in an experimental and more ecologically valid setting, i.e. a virtual supermarket will be the sole purpose of Chapter 6. The aim of creating and validating the framework will be to significantly contribute to: academia, by adding some novel research to the growing promotional literature; and practice, by considering how the practices specific effects to decision making can impact fair pricing practices and consumer education