移动优惠券的消费者使用意愿研究:基于个人特征和动机的视角

›› 2016, Vol. 28 ›› Issue (2): 93-102.

移动优惠券的消费者使用意愿研究:基于个人特征和动机的视角

刘芬^1,2, 赵学锋¹, 张金隆¹, 汤庆¹

1. 华中科技大学管理学院, 武汉 430074;
2. 湖北经济学院信息管理学院, 武汉 430205

收稿日期:2014-03-19 出版日期:2016-02-28 发布日期:2016-03-01
作者简介:刘芬,华中科技大学管理学院博士研究生,湖北经济学院信息管理学院讲师;赵学锋,华中科技大学管理学院副教授,硕士生导师,博士;张金隆,华中科技大学管理学院教授,博士生导师,博士;汤庆,华中科技大学管理学院博士研究生.
基金资助:
国家自然科学基金项目(71171092;71332001;71271095);湖北省高等学校优秀中青年科技创新团队计划资助项目(T201516).

Study on Consumer Usage Intention of Mobile Coupons: From the Perspective of Personal Characteristics and Motivations

Liu Fen^1,2, Zhao Xuefeng¹, Zhang Jinlong¹, Tang Qing¹

1. School of Management, Huazhong University of Science and Technology, Wuhan 430074;
2. School of Information Management, Hubei University of Economics, Wuhan 430205

Received:2014-03-19 Online:2016-02-28 Published:2016-03-01

摘要/Abstract

摘要：

移动优惠券具有巨大的商业价值,而实现其商业价值的关键是消费者的大量使用,国内缺乏对移动优惠券使用行为的相关研究.本文从个人特征和动机的视角构建理论模型探索了消费者移动优惠券使用意愿的影响因素.通过结构方程模型进行数据分析后发现,影响使用意愿的动机因素包括感知娱乐性、感知便利性和感知经济利益,其中感知娱乐性的相对影响最大,感知经济利益的相对影响最小.影响使用意愿的个人特征因素——个人创新性和个人优惠券倾向对使用意愿既有直接影响,也通过动机因素对使用意愿产生间接影响.

关键词: 移动优惠券, 个人特征, 动机, 使用意愿

Abstract:

Mobile couponshave great commercial value and their achievability depends on extensive use by consumer. Given that existing researches on the using behavior of mobile coupons is scarce, this paper constructs a model based on personal characteristics and motivations to explore influencing factors of consumer's usage intention of mobile coupons. Structural Equation Modeling analysis is conducted and the results indicate that motivation factors including perceived entertainment, perceived convenience and perceived economic benefit have significant impact on mobile coupon usage intention. Relatively, the effect of perceived enjoyment on usage intention is the largest, while that of perceived economic benefit is the smallest. Personal characteristics, namely personal innovativeness and coupon proneness both have not only direct impact on using intention, but also indirect impact on using intention through some motivation factors.

Key words: mobile coupons, personal characteristics, motivation, usage

刘芬, 赵学锋, 张金隆, 汤庆. 移动优惠券的消费者使用意愿研究:基于个人特征和动机的视角[J]. , 2016, 28(2): 93-102.

Liu Fen, Zhao Xuefeng, Zhang Jinlong, Tang Qing. Study on Consumer Usage Intention of Mobile Coupons: From the Perspective of Personal Characteristics and Motivations[J]. , 2016, 28(2): 93-102.

参考文献

[1] Association M. M. Introduction to Mobile Coupons[DB/OL]. https://mmaglobal.com/files/mobilecoupons.pdf, 2013-10-23
[2] Snow D. Mobile Coupons: Ecosystem Analysis & Marketing Channel Strategy 2011-2016[R]. Jupiter Research, 2011
[3] Business Insider. Mobile Coupons Smash Paper Coupon Redemption Rates[EB/OL]. http://www.businessinsider.com.au, 2014-03-05
[4] Kim H. W., Chan H. C., Gupta S. Value-based Adoption of Mobile Internet: An Empirical Investigation[J]. Decision Support Systems, 2007,43(1):111-126
[5] Li D., Chua P. Y., Lu H. Understanding Individual Adoption of Instant Messaging: An Empirical Investigation[J]. Journal of the Association for Information Systems, 2005,6(4):102-129
[6] Lee C.-C., Cheng H. K., Cheng H.-H. An Empirical Study of Mobile Commerce in Insurance Industry: Task-technology Fit and Individual Differences[J]. Decision Support Systems, 2007,43(1):95-110
[7] Chiou-Wei S.-Z. Inman J. J. Do Shoppers Like Electronic Coupons?: A Panel Data Analysis[J]. Journal of Retailing, 2008,84(3):297-307
[8] Hsu T., Wang Y., Wen S. Using the Decomposed Theory of Planning Behavioural to Analyse Consumer Behavioural Intention towards Mobile Text Message Coupons[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2006,14(4):309-324
[9] Jayasingh S., Eze U. C. The Role of Moderating Factors in Mobile Coupon Adoption: An Extended TAM Perspective[J]. Communications of the IBIMA, 2010,(2010):1-13
[10] Im H., Ha Y. Who Are the Users of Mobile Coupons? A Profile of US Consumers[J]. Journal of Research in Interactive Marketing, 2012,6(3):215-232
[11] Im H., Ha Y. Enablers and Inhibitors of Permission-based Marketing: A Case of Mobile Coupons[J]. Journal of Retailing and Consumer Services, 2013,20(5):495-503
[12] Ha Y., Im H. Determinants of Mobile Coupon Service Adoption: Assessment of Gender Difference[J]. International Journal of Retail & Distribution Management, 2014,42(5):7-42
[13] Davis F. D., Bagozzi R. P., Warshaw P. R. Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1[J]. Journal of Applied Social Psychology, 1992,22(14):1111-1132
[14] Lin K.-Y., Lu H.-P. Why People Use Social Networking Sites: An Empirical Study Integrating Network Externalities and Motivation Theory[J]. Computers in Human Behavior, 2011,27(3):1152-1161
[15] Devaraj S., Easley R. F., Crant J. M. How Does Personality Matter? Relating the Five-factor Model to Technology Acceptance and Use[J]. Information Systems Research, 2008,19(1):93-105
[16] Amiel T., Sargent S. L. Individual Differences in Internet Usage Motives[J]. Computers in Human Behavior, 2004,20(6):711-726
[17] Jeng S. P., Teng C.-I. Personality and Motivations for Playing Online Games[J]. Social Behavior & Personality, 2008,36(8):1053-1059
[18] Nickels W. G., Wood M. B. Marketing: Relationships, Quality, Value[M]. New York: Worth Publishers, 1997
[19] Farquhar J. D., Rowley J. Convenience: A Services Perspective[J]. Marketing Theory, 2009,9(4):425-438
[20] Banerjee S., Yancey S. Enhancing Mobile Coupon Redemption in Fast Food Campaigns[J]. Journal of Research in Interactive Marketing, 2010,4(2):97-110
[21] Moore G. C., Benbasat I. Development of An Instrument to Measure the Perceptions of Adopting an Information Technology Innovation[J]. Information Systems Research, 1991,2(3):192-222
[22] 杨水清,鲁耀斌,曹玉枝.基于跨渠道的消费者移动支付采纳研究[J]. 科研管理, 2011,32(10):79-88
[23] Song J., Koo C., Kim Y. Investigating Antecedents of Behavioral Intentions in Mobile Commerce[J]. Journal of Internet Commerce, 2008,6(1):13-34
[24] Agarwal R., Sambamurthy V., Stair R. M. The Evolving Relationship between General and Specific Computer Self-efficacy——An Empirical Assessment[J]. Information Systems Research, 2000,11(4):418-430
[25] Liu Y., Li H., Carlsson C. Factors Driving the Adoption of M-learning: An Empirical Study[J]. Computers & Education, 2010,55(3):1211-1219
[26] Oostrom J. K., Linden D. V. D., Born M. P., et al. New Technology in Personnel Selection: How Recruiter Characteristics Affect the Adoption of New Selection Technology[J]. Computers in Human Behavior, 2013,29(6):2404-2415
[27] Archana K., Avinandan M. Shop while You Talk: Determinants of Purchase Intentions through a Mobile Device[J]. International Journal of Mobile Marketing, 2013,8(1):23-37
[28] 李凯,孙旭丽,严建援.移动支付使用意愿影响因素分析:基于交换理论的实证研究[J]. 管理评论, 2013,25(3):91-100
[29] Wang Y. S., Lin H. H., Liao Y. W. Investigating the Individual Difference Antecedents of Perceived Enjoyment in Students' Use of Blogging[J]. British Journal of Educational Technology, 2012,43(1):139-152
[30] Dickinger A., Kleijnen M. Coupons Going Wireless: Determinants of Consumer Intentions to Redeem Mobile Coupons[J]. Journal of Interactive Marketing, 2008,22(3):23-39
[31] Zeithaml V. A. Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence[J]. The Journal of Marketing, 1988,52(3):2-22
[32] Chen M.-F., Lu T.-Y. Modeling E-coupon Proneness as a Mediator in the Extended TPB Model to Predict Consumers' Usage Intentions[J]. Internet Research, 2011,21(5):508-526
[33] Chandon P., Wansink B., Laurent G. A Benefit Congruency Framework of Sales Promotion Effectiveness[J]. The Journal of Marketing, 2000,64(4):65-81
[34] Mimouni-Chaabanea A., Volleb P. Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies[J]. Journal of Business Research, 2010,63(1):32-37
[35] Kim C., Mirusmonov M., Lee I. An Empirical Examination of Factors Influencing the Intention to Use Mobile Payment[J]. Computers in Human Behavior, 2010,26(3):310-322
[36] 曹忠鹏,赵晓煜,代祺.顾客继续使用自助服务技术影响因素研究[J]. 南开管理评论, 2010,13(3):90-100
[37] Gefen D., Straub D. W. Structural Equation Modeling and Rregression: Guidelines for Research Practice[J]. Communications of the Association for Information Systems, 2000,4(7):1-77
[38] Hair J. F., Anderson R. E., Tatham R. L. Multivariate Data Analysis[M]. Englewood Cliffs, NJ: Prentice Hall, 1998