Determinants of Consumer Intention for Mobile Coupon Redemption
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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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.