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

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

Sudarsan Jayasingh (Swinburne University of Technology, Malaysia) and Uchenna Cyril Eze (Monash University, Sunway Campus, Malaysia)
Copyright: © 2012 |Pages: 22
DOI: 10.4018/jebr.2012010104


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.
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Literature Review

Although there are considerable researches on mobile services, there are, however, not many studies on mobile coupons. With a few notable exceptions, little research has been devoted to exploring the factors that contribute to consumers’ willingness to adopt mobile couponing (Dickinger & Kleijnen, 2008; Hsu, Wang, & Wen, 2006). Paper coupons are still the most popular form of coupons in Malaysia, and are distributed through mail, newspapers, magazines, or other means. Shimp and Kavas (1984) applied Ajzen and Fishbein theory of reasoned action to conceptualise coupon usage. They found that both personal attitudes and subjective norms played major roles in determining intentions to use coupons. The literature on coupons usage suggests two consumer characteristics that are strongly associated with coupon use: coupon proneness (Lichtenstein, Ridgway, & Netemeyer, 1993; Swaminathan & Bawa, 2005) and price-consciousness (e.g., Ashworth, Darke, & Schallar, 2005; Swaminathan & Bawa, 2005). Coupon proneness can be regarded as a more affective oriented motivation to use coupons as coupon prone consumers have an inherent desire to use coupons (Swaminathan & Bawa, 2005).

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