Effects of perceived behavioral control on the consumer usage intention of e-coupons

To investigate changes that e-coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon-usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e-coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e-coupons. Also, heavy users of e-coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use e-coupons if they have more access to e-coupons. On the other hand, heavy users of traditional coupons have relatively low intention to use e-coupons if they have less access to them. © 2006 Wiley Periodicals, Inc.

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