An Empirical Analysis of Consumer Behavioral Intention toward Mobile Coupons in Malaysia

Sudarsan Jayasingh ； Uchenna Cyril Eze

《International Journal of Business and Information》 4卷2期 (2009/12) Pp. 221-242

https://doi.org/10.6702/ijbi.2009.4.2.5

並列摘要

Mobile coupons present an exciting new opportunity to target consumers with highly customized offers. Research on the factors influencing attitude and behavioral intention of consumers using mobile coupons is scanty. This study uses the extended technology acceptance model (TAM) as the underpinning to analyze the attitude and behavioral intentions of consumers toward m-coupons. We tested this modified model using data collected from 781 respondents. The results suggest that our proposed model could explain about 66.5% of the variance in customers' intentions to use the mobile coupons. The results of these studies confirm that, in the mobile technology context, traditional adoption models such as TAM could be applied, but they need to be modified and extended in order to increase their robustness and relevance to the context. The results of the study show that perceived usefulness, perceived ease of use, perceived credibility, compatibility, and social factor influence the behavior and intention of consumers in using m-coupons.

並列關鍵字

Mobile coupons ； technology acceptance model ； discount coupons ； mobile marketing