Determinants of Consumer Intention for Mobile Coupon Redemption

Date
2014-01-01
Authors
Yoon, Eunju
Im, Hyunjoo
Ha, Young
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Abstract

Advances in mobile technology have made a remarkable contribution to the mobile commerce channel. Particularly, mobile coupon (m-coupon) promotions became a very attractive marketing tool. However, what drives m-coupon users to use m-coupons and what individual characteristics determine the evaluative process need more investigation. The purpose of this online survey study was to examine (1) the antecedents of the US consumers’ intention to use m-coupons based in Theory of Reasoned Action (TRA), and (2) whether individual characteristic (i.e., involvement) moderates the effects of determinants.

Description
Keywords
M-coupon, perceived costs/benefits, attitude, intention
Citation
DOI
Source