科研成果详情

This study based on the technology acceptance model (TAM) and presents an extended TAM that integrates social influence, compatibility, perceived credibility and coupon proneness construct into the TAM to analyzing adoption behavior of mobile coupons (MC). The proposed model was empirically tested using data collected from a survey of 824 consumers. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Social influence and compatibility plays a major role in influencing the intention to use 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 prediction and explanation power. Copyright 2009 ACM.