Intention to Redeem M-Coupons and Intention to Disclose Personal Information: Based on Internet using motivation and m-coupons delivery approach

Abstract

Personalized mobile coupons (m-coupons) are a common promotion method in the current mobile Internet. The popularity of mobile Internet makes it easier for e-commerce platforms to obtain consumers' personal information and behavioral information, and the application of big data has enhanced this trend. Personalized recommendation applications for users are also increasing, especially personalized m-coupons, which use consumers' personal information or online behavior information to recommend discounts to consumers in the form of coupons, hoping to promote consumers to order or boost the sales of specific products. which shows the advantages and disadvantages of personalized recommendations more directly. The study of personalized recommendation m-coupons in the above context has representative significance, based on which there are several points to explore: firstly, how do consumers view such personalized m-coupons in exchange for personal privacy disclosure, and will they disclose more personal privacy because they can gain revenue? Secondly, it is possible that consumers leave the same behavioral trajectory on the Internet under different motives of Internet usage, resulting in the same personalized information being pushed. Does this kind of push based only on consumers' behavior without considering the motive have different effects on consumers' behavioral intentions? Third, considering the current two common coupon delivery approach of pull and push, does the difference intention to redeem m-coupons and intention to disclose personal information due to the different delivery approach? If there will be differences base internet using motivation and m-coupons delivery approach, it will be a guide to optimize the personalized push mechanism. Base on motivation theory, privacy calculus and technology acceptance theory, this study focuses on the influences of internet using motivation and m-coupons delivery approach on intention to redeem personalized m-coupons and intention to disclose personal information. The experiment used a two-factor between-subjects design of 2 (purchase vs. entertainment) × 2 (pull vs. push), and found that the internet using motivation of purchase was stronger than the internet using motivation of entertainment, and the m-coupons delivery approach of push was stronger than the approach of pull in terms of intention to redeem m-coupons and intention to disclose personal information. The findings enrich the research on Internet usage motives and coupon issuance methods under personalized recommendation, and provide reference for companies and practitioners to develop marketing strategies.