Abstract
The study investigates the direct effect of consumer characteristics including both coupon proneness and price consciousness, pricing tactics persuasion knowledge (PTPK), brand loyalty on coupon redemption intention. Furthermore, this study examines the moderating roles of demographics involving gender, age, education, expenditure per month and occupation on the relationship between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). Through an online survey, this study collected 313 respondents who have ever use coupons to test the hypotheses. The results of PLS showed that price consciousness and coupon proneness positively affected coupon redemption intention. However, PTPK and brand loyalty insignificantly influenced coupon redemption intention. As for the moderating effect of demographics, the results showed that (1) age had a positive moderating effect between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty); (2) expenditure per month had an in significant moderating effect between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). This study makes two contributions to this research stream. First, there is little research on PTPK, examining the moderating effect of demographics on the relationship between PTPK and coupon redemption intention facilitates to broaden the understanding of this research area, second, this study proposed an integrated framework to link three dimensions of demographics, mental characteristics (i.e., price consciousness, coupon proneness and brand loyalty) and cognitive phase (i.e., PTPK), and further discussed the effects of these three dimensions on coupon redemption intention that helps to better understand the studied phenomenon thoroughly.