Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers' intention to use mobile coupon m-coupon. The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model TAM. The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research.

[1]  Earl Chrysler,et al.  Entry Level Value versus Career Value of Mis Courses: Faculty Expectations versus Alumni Perceptions , 2002, J. Comput. Inf. Syst..

[2]  Laurence Ashworth,et al.  No One Wants to Look Cheap: Trade-Offs Between Social Disincentives and the Economic and Psychological Incentives to Redeem Coupons , 2005 .

[3]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[4]  Myeong-Cheol Park,et al.  Mobile internet acceptance in Korea , 2005, Internet Res..

[5]  Kamal Basha Madarsha,et al.  Faculty's acceptance of computer based technology: Cross-validation of an extended model , 2010 .

[6]  Jung P. Shim,et al.  Empirical investigation of the acceptance and intended use of mobile commerce: location, personal privacy and trust , 2005 .

[7]  Margherita Pagani.  Determinants of adoption of third generation mobile multimedia services , 2004 .

[8]  Scott A. Neslin,et al.  Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions , 2001 .

[9]  Torsten J. Gerpott,et al.  Attribute Perceptions as Factors Explaining Mobile Internet Acceptance of Cellular Customers in Germany: An Empirical Study Comparing Actual and Potential Adopters with Distinct Categories of Access Appliances , 2011, Int. J. E Bus. Res..

[10]  Kenneth C. C. Yang,et al.  Factors affecting consumers' responses to mobile advertising from a social norm theoretical perspective , 2010, Telematics Informatics.

[11]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[12]  Abhijit Biswas,et al.  Effects of low price guarantees on consumer post-purchase search intention: The moderating roles of value consciousness and penalty level , 2005 .

[13]  Per E. Pedersen,et al.  Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters , 2005, J. Organ. Comput. Electron. Commer..

[14]  Banwari Mittal.  Public assessment of TV advertising: faint praise and harsh criticism , 1994 .

[15]  Richard G. Netemeyer,et al.  Price Perceptions and Consumer Shopping Behavior: A Field Study , 1993 .

[16]  Heikki Karjaluoto,et al.  Consumer acceptance of online banking: an extension of the technology acceptance model , 2004, Internet Res..

[17]  Fowler,et al.  Survey research methods, 2nd ed. , 2009 .

[18]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .

[19]  Yong J. Hyun,et al.  Effects of perceived behavioral control on the consumer usage intention of e-coupons , 2006 .

[20]  Terence A. Shimp,et al.  The Theory of Reasoned Action Applied to Coupon Usage , 1984 .

[21]  Tamara Dinev,et al.  Internet Privacy Concerns and Social Awareness as Determinants of Intention to Transact , 2005, Int. J. Electron. Commer..

[22]  Yi-Shun Wang,et al.  Predicting consumer intention to use mobile commerce in Taiwan , 2005, International Conference on Mobile Business (ICMB'05).

[23]  Tao Zhou,et al.  The Impact of Perceived Value on User Acceptance of Mobile Commerce , 2008, 2008 International Symposium on Electronic Commerce and Security.

[24]  Monika Kukar-Kinney,et al.  The role of price-matching characteristics in influencing store loyalty , 2006 .

[25]  S. Chaiken,et al.  The psychology of attitudes. , 1993 .

[26]  Gary Garrison,et al.  Investigating mobile wireless technology adoption: An extension of the technology acceptance model , 2009, Inf. Syst. Frontiers.

[27]  Laku Chidambaram,et al.  A test of the technology acceptance model: the case of cellular telephone adoption , 2000, Proceedings of the 33rd Annual Hawaii International Conference on System Sciences.

[28]  Shin-Yuan Hung,et al.  Critical factors of WAP services adoption: an empirical study , 2003, Electron. Commer. Res. Appl..

[29]  E. Bigné,et al.  The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying Behaviour , 2005 .

[30]  Mariola Palazón,et al.  The moderating role of price consciousness on the effectiveness of price discounts and premium promotions , 2009 .

[31]  Fred D. Davis,et al.  A Model of the Antecedents of Perceived Ease of Use: Development and Test† , 1996 .

[32]  Paul L. Sauer,et al.  Using Moderator Variables in Structural Equation Models , 1993 .

[33]  Gary L. Kreps,et al.  Investigating Communication: An Introduction to Research Methods , 1999 .

[34]  Yi-Shun Wang,et al.  DETERMINANTS OF USER ACCEPTANCE OF INTERNET BANKING: AN EMPIRICAL STUDY , 2003 .

[35]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[36]  Tsuen-Ho Hsu,et al.  Using the decomposed theory of planning behavioural to analyse consumer behavioural intention towards mobile text message coupons , 2006 .

[37]  Lidwien van de Wijngaert,et al.  'I Want My HDTV'? Underlying Factors of Perceived Usefulness for High Definition Television , 2008, EuroITV.

[38]  R. Sitgreaves.  Psychometric theory (2nd ed.). , 1979 .

[39]  Thompson S. H. Teo,et al.  Adoption of WAP-enabled mobile phones among Internet users , 2003 .

[40]  Louis Leung,et al.  Factors influencing the adoption of interactive TV in Hong Kong: Implications for advertising , 1998 .

[41]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[42]  Uchenna C. Eze,et al.  E-Business Deployment in Nigerian Financial Firms: An Empirical Analysis of Key Factors , 2008, Int. J. E Bus. Res..

[43]  M.H.P. Kleijnen,et al.  Consumer acceptance of wireless finance , 2004 .

[44]  Pierre Chandon,et al.  A Benefit Congruency Framework of Sales Promotion Effectiveness , 2000 .

[45]  M.H.P. Kleijnen,et al.  Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons , 2008 .

[46]  Ritu Agarwal,et al.  Are Individual Differences Germane to the Acceptance of New Information Technologies , 1999 .

[47]  Ting-Peng Liang,et al.  Consumer Attitudes Toward Mobile Advertising: An Empirical Study , 2004, Int. J. Electron. Commer..

[48]  R. Bagozzi,et al.  Intentional social action in virtual communities , 2002 .

[49]  Scot Burton,et al.  Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective , 1990 .

[50]  K. Bawa,et al.  Category-specific coupon proneness: The impact of individual characteristics and category-specific variables , 2005 .