Framework for measuring usage intention of digital coupons: a SPADM approach

The coupon is one of the most popular methods of promotion. This study focuses on developing a comprehensive framework for measuring usage intention of digital coupons among moviegoers. The study adopted a step by step ‘S-P-A-D-M’ procedure for building a framework for usage intention of digital coupons by reviewing the extant literature and by interviewing domain experts. The framework highlights that intention to search, coupon proneness, and...