Examining m-coupon redemption intention among consumers: A moderated moderated-mediation and conditional model

•Customized Value-based Adoption Model (VAM) in m-coupon redemption context.•Moderated moderated-mediation analysis with PPR and repeat usage as moderators.•Interaction of perceived convenience, PPR and repeat usage via coupon proneness.•High repeat usage behaviour can diminish the risk of privacy.•Seamless first time interaction experience increases repeat visits. The low redemption rate of coupons presents a challenge for marketers and scholars. While numerous studies have endorsed the potential of mobile (m)-coupons, not much is known about the consumer’s intention to redeem such coupons. This study uses Value-based Adoption Model (VAM) to explain the redemption intention of m-coupons among coupon redeemers. Apart from studying coupon proneness and perceived convenience, this study empirically examined perceived privacy risk (PPR) (first moderator) and repeat usage behavior (second moderator) for m-coupon redemption intention. One of the key findings from 637 m-coupon users suggest that high repeat usage behavior of m-coupon redemption diminishes the influence of PPR. This suggest that marketers should offer a seamless end to end customer journey to increase m-coupon redemption. The other managerial implications have also been highlighted in the study.