This paper develops a theoretical framework of factors that a mobile service provider should consider when designing personalized mobile coupon of fers Mobile coupons (hereafter, m-coupons) are an important marketing application of mobile services. M-coupons are digital coupons sent to mobile devices that can be saved by consumers in their mobile phones until they decide to redeem them in a retailer's store (Dickinger and Kleijnen 2008). The context of the present paper is an m-coupon service implemented in shopping centers. To use this service, users first need to subscribe (e.g., by texting a code to a specified number), and then give permission to the mobile service provider whenever they enter the shopping center and wish to receive promotional of fers. M-coupon of fers are typically personalized on the basis of customers' demographics, purchase histories, or their stated preferences (Miceli et al. 2007).
展开▼
