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Previous studies have explained the gender difference in coupon usage by exploring roles within the household and personality traits of the sexes. However, this research offers a novel explanation for this phenomenon, that men\u2019s reluctance to use e-coupons may derive from the prevalent stereotype that e-coupon users are feminine. Because of the feminine stereotype associated with e-coupon usage, acquiring and using e-coupons are inconsistent with men\u2019s gender identity. Five studies combining real data analysis, an online survey and experiments are used to support the previous notion. Using e-coupon acquisition data from a platform, study 1 tests whether females are more likely to acquire and use e-coupons than males in the real world. Study 2 experimentally tests the coupon\u2013feminine stereotype. Study 3 explores the mediation effect of gender identity threat. Study 4 and study 5 consider two boundary conditions under which male consumers may be motivated to use e-coupons: when male consumers\u2019 masculine identity is affirmed, and when the association between e-coupons and femininity is weakened. The results explain the gender difference in e-coupon usage from the novel lens of the coupon\u2013feminine stereotype, offering a new and important perspective to explore the effect of gender identity on coupon use. Practical implications such as breaking the coupon\u2013feminine stereotype, adopting a masculine design and communicating an affirmation of gender identity are further discussed.<\/jats:p>","DOI":"10.3390\/jtaer18030083","type":"journal-article","created":{"date-parts":[[2023,9,19]],"date-time":"2023-09-19T03:02:17Z","timestamp":1695092537000},"page":"1637-1659","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon\u2013Feminine Stereotype"],"prefix":"10.3390","volume":"18","author":[{"given":"Chenyan","family":"Gu","sequence":"first","affiliation":[{"name":"School of Management, Guangdong University of Technology, Guangzhou 510006, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Liang","family":"Hu","sequence":"additional","affiliation":[{"name":"School of Management, Xiamen University, Xiamen 361005, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xi","family":"Lei","sequence":"additional","affiliation":[{"name":"School of Business, Shantou University, Shantou 515063, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Defeng","family":"Yang","sequence":"additional","affiliation":[{"name":"School of Management, Jinan University, Guangzhou 510632, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2023,9,18]]},"reference":[{"key":"ref_1","unstructured":"Fisher, G., McGranaghan, M., Liaukonyte, J., and Wilbur, K.C. 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