Determinants of Consumer Intention for Mobile Coupon Redemption Yoon, Eunju Im, Hyunjoo Ha, Young 2018-10-20T08:37:19.000 2020-06-30T05:32:35Z 2020-06-30T05:32:35Z 2014-01-01
dc.description.abstract <p>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.</p>
dc.identifier archive/
dc.identifier.articleid 2886
dc.identifier.contextkey 11986871
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2014/presentations/71
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/|||Sat Jan 15 01:42:28 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.keywords M-coupon
dc.subject.keywords perceived costs/benefits
dc.subject.keywords attitude
dc.subject.keywords intention
dc.title Determinants of Consumer Intention for Mobile Coupon Redemption
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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