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Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature

Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature

Hyunjoo Im, Young Ha
Copyright: © 2016 |Pages: 26
ISBN13: 9781466698451|ISBN10: 1466698454|EISBN13: 9781466698468
DOI: 10.4018/978-1-4666-9845-1.ch012
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MLA

Im, Hyunjoo, and Young Ha. "Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature." Geospatial Research: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2016, pp. 293-318. https://doi.org/10.4018/978-1-4666-9845-1.ch012

APA

Im, H. & Ha, Y. (2016). Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature. In I. Management Association (Ed.), Geospatial Research: Concepts, Methodologies, Tools, and Applications (pp. 293-318). IGI Global. https://doi.org/10.4018/978-1-4666-9845-1.ch012

Chicago

Im, Hyunjoo, and Young Ha. "Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature." In Geospatial Research: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 293-318. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9845-1.ch012

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Abstract

Mobile technology is becoming a critical part of marketing practices and many retailers aim to engage consumers through mobile coupons. In this context, it is critical to understand what drives consumers to use mobile coupons. Technology adoption research offers insights for both researchers and practitioners into this matter. This chapter critically reviews guiding theories, Technology Acceptance Theory and Innovation Diffusion Theory, as well as important literature on technology adoption to discuss evolution and application of technology adoption research. Five perception variables (perceived usefulness, perceived ease of use, perceived enjoyment, subjective norm, compatibility) and three individual characteristics (personal innovativeness, perceived risk, gender) are selected as most relevant determinants of consumers' intention to adopt and use mobile coupons. Limitation of technology adoption research and possible future research avenues are discussed.

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