科研成果详情

A mobile coupon is a new form of sales promotion tool used by marketers to advertise their products or services. This chapter examines key factors in consumers’ intention to use mobile coupons (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 factors influence the behavioral intention of consumers to use mobile coupons. Consistent with prior studies, perceived usefulness, and perceived ease of use were found to be significant antecedents of the attitude towards using m-coupons. The results also indicate that gender, income, and price consciousness are significant moderating variables.