The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies have endorsed the potential of mobile (m)-coupons, not much is known about the consumer’s intention to redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial implications have also been highlighted in the study.

优惠券的低兑换率给营销人员和学者带来了挑战。尽管许多研究都认可了移动（m）优惠券的潜力，但对于消费者是否愿意兑换此类优惠券知之甚少。本研究使用基于价值的收养模型（VAM）来解释优惠券赎回者中m优惠券的赎回意图。除了研究优惠券的倾向性和感知便利性之外，本研究还通过实证检验了感知隐私风险（PPR）（第一主持人）和重复使用行为（第二主持人）以换取m联优惠券的意图。来自637个m-coupon用户的主要发现之一表明，重复使用m-coupon的行为减少了PPR的影响。这表明营销人员应提供无缝的端到端客户旅程，以增加m-coupon的兑换。