Propositional Research Framework for the Conceptual and Technological Adoption of Digital Coupons in the US

This paper provides a theoretical and methodological approach for assessing adoption of digital coupons in a US population. Using a field experiment approach, it is proposed that digital coupons will reduce the consumer costs of using coupons thereby increasing the economic incentives for use and potentially improving the current redemption rates of coupons. Wider acceptance of coupon redemption has the potential to revolutionize the couponing industry.