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

Abstract

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

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.

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