Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender
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 fram...
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| Autor*in: |
Jayasingh, Sudarsan [verfasserIn] Eze, Uchenna Cyril [author] |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2012 |
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| Schlagwörter: |
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| Umfang: |
Online-Ressource |
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| Reproduktion: |
IGI Global InfoSci Journals Archive 2000 - 2012 |
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| Übergeordnetes Werk: |
In: International journal of e-business research - Hershey, Pa : IGI Global, 2005, 8(2012), 1, Seite 54-75 |
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volume:8 ; year:2012 ; number:1 ; pages:54-75 |
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10.4018/jebr.2012010104 |
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| 520 | |a 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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10.4018/jebr.2012010104 doi (DE-627)NLEJ244424047 (VZGNL)10.4018/jebr.2012010104 DE-627 ger DE-627 rakwb eng Jayasingh, Sudarsan verfasserin aut Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender 2012 Online-Ressource nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier 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 IGI Global InfoSci Journals Archive 2000 - 2012 Adoption Electronic Business Electronic Commerce Malaysia Mobile Commerce Mobile Coupons Mobile Marketing Technology Adoption Model (TAM) Eze, Uchenna Cyril author aut In International journal of e-business research Hershey, Pa : IGI Global, 2005 8(2012), 1, Seite 54-75 Online-Ressource (DE-627)NLEJ244419787 (DE-600)2400957-X 1548-114X nnns volume:8 year:2012 number:1 pages:54-75 http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jebr.2012010104 X:IGIG Verlag Deutschlandweit zugänglich http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jebr.2012010104&buylink=true text/html Abstract Deutschlandweit zugänglich ZDB-1-GIS GBV_NL_ARTICLE AR 8 2012 1 54-75 |
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10.4018/jebr.2012010104 doi (DE-627)NLEJ244424047 (VZGNL)10.4018/jebr.2012010104 DE-627 ger DE-627 rakwb eng Jayasingh, Sudarsan verfasserin aut Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender 2012 Online-Ressource nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier 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 IGI Global InfoSci Journals Archive 2000 - 2012 Adoption Electronic Business Electronic Commerce Malaysia Mobile Commerce Mobile Coupons Mobile Marketing Technology Adoption Model (TAM) Eze, Uchenna Cyril author aut In International journal of e-business research Hershey, Pa : IGI Global, 2005 8(2012), 1, Seite 54-75 Online-Ressource (DE-627)NLEJ244419787 (DE-600)2400957-X 1548-114X nnns volume:8 year:2012 number:1 pages:54-75 http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jebr.2012010104 X:IGIG Verlag Deutschlandweit zugänglich http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jebr.2012010104&buylink=true text/html Abstract Deutschlandweit zugänglich ZDB-1-GIS GBV_NL_ARTICLE AR 8 2012 1 54-75 |
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Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender |
| abstract |
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 |
| abstractGer |
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 |
| abstract_unstemmed |
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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Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender |
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