A Motivation-Based Model of Coupon Usage

This study integrates the findings of motivation-based research on coupon redemption. Hypotheses were proposed to test the relationships between various motivational factors and coupon usage. Results demonstrate that individual motivational factors, institutional barriers and interpersonal influences determine a consumer's coupon usage. A model of the system of factors related to coupon usage is proposed. Managerial implications and suggestions for future re- search are provided.