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RESEARCH @ IIMV

Use of gamification and hyper-personalization in the
coupon industry: does it impact the consumer’s intention
to redeem?

P Nayal, A Sharma, N Pandey, Amit Shankar

Marketing Intelligence and Planning (ABDC-A)

Purpose
Drawing on self-determination theory (SDT), this study analyzes
the impact of gamified and personalized coupons on the intention
to redeem digital coupons in the presence of consumer engagement

and technology anxiety.
Design/methodology/approach

A between-subjects factorial experimental design was used to
examine the influence of three personalizations (no personalization,
personalization and hyper-personalization) and two gamification
levels (game and no game) on digital coupon redemption intention
and consumer engagement.

Findings
The results found a significant interaction between the types of
personalization and gamification, with personalized coupons having
a greater impact on the intention to redeem digital coupons than

hyper-personalized and non-personalized coupons. Consumer
engagement was found to mediate the relationship between types
of coupons and intention to redeem digital coupons. However,
technology anxiety was not found to be significant as a moderator.

Originality/value
This study makes an important contribution in its application of SDT to
examine the interaction impact of types of coupons and gamification
conditions in the context of digital coupon redemption. This unique
approach underscores the novelty of the research and its potential to
provide valuable insights for the coupon industry.

Click here to read the paper.

13 VOL.6/ ISSUE 1, SEP-DEC 2024