Purpose – Casual online shoppers without a strong intention to purchase items can easily leave web sites within seconds. However, there is little research examining how and why consumers are engaged momentarily when they are exposed to a target stimulus in a low involvement shopping situation....

Purpose – Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The study identifies adopter categories based on personal innovativeness and further investigates the...