Khalil Rohani, Laila Shin Rohani & Joe Barth International Journal of Business Research and Management (IJBRM), Volume (8) : Issue (1) : 2017 1 The Impact of Consumers Perception of Environment and Technology in Redeeming E-Coupons Khalil Rohani khalil.rohani@sheridancollege.ca Marketing, Pilon School of Business Sheridan Institute of Technology and Advanced Learning Mississauga, L5B 0G5, Canada Laila Shin Rohani lrohani@ryerson.ca Marketing, Ted Rogers School of Business Management Ryerson University Toronto, M5B 2K3, Canada Joe Barth jbarth@uoguelph.ca School of Hospitality, Food, and Tourism Management University of Guelph Guelph, N1G 2W1, Canada Abstract Consumers are now more technologically oriented than ever before and are also more concerned about the environment compared to previous times. A new model called Technology & Environment Mediation Model (TEMM) for consumer action related to the willingness to redeem e-coupons is proposed by combining aspects of Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM). This model articulates perceived the usefulness of having the environmental benefits of e-coupons integrated with concepts of having ease of use for accessing coupons online. Technology is predicted to have mediating effects on perceived easiness of access and environment is expected to mediate perceived usefulness of using e- coupons. The paper also introduces a number of possible research propositions and relates them to managerial implications and Structure Equation Model (SEM) is suggested as an appropriate methodology for testing the proposed model. Keywords: E-Coupon, Technology Adaptation, Sales Promotions. 1. INTRODUCTION Sales promotions are an important marketing activity [1]. They are intended to create quicker and increased purchase of certain products by offering short-term incentives. Promotions often offer some sort of utility gain to consumers in order to be successful. There are several sales promotion techniques such as coupons, rebates, samples, contests, and loyalty awards. In marketing, a coupon is a ticket or a document that allows the consumer to purchase a product at a discount. Coupons are usually issued both by manufacturers and merchants and they are distributed via newspaper inserts, in magazines, or by direct mail. Some of the popular uses for coupons include: (1) promoting a new brand, (2) persuading consumers to switch to the promoted brand, (3) increasing sales of an existing product, and (4) attracting shoppers to a retail establishment [2]. Coupon distribution is conventionally conducted with freestanding inserts in weekly newspapers, magazines, in-store circulars, mail, and weekday newspapers. Although these traditional forms of coupon distribution remain popular among consumers, e-coupons such as text messages and e- mails are growing in popularity. As reported in the online issue of MEDIAWEEK, 8.6 million (8 percent) of Americans are reported to receive their coupons through text messages or e-mails (http://www.adweek.com). Additionally some retailers and distributors now have online tools for