Consumer Behavior

Determinants of Consumer Intention for Mobile Coupon Redemption

Authors: Eunju Yoon (University of Minnesota -Twin Cities) , Hyunjoo Im (University of Minnesota - Twin Cities) , Young Ha (California State University, Long Beach)

Abstract

Advances in mobile technology have made a remarkable contribution to the mobile commerce channel. Particularly, mobile coupon (m-coupon) promotions became a very attractive marketing tool. However, what drives m-coupon users to use m-coupons and what individual characteristics determine the evaluative process need more investigation. The purpose of this online survey study was to examine (1) the antecedents of the US consumers’ intention to use m-coupons based in Theory of Reasoned Action (TRA), and (2) whether individual characteristic (i.e., involvement) moderates the effects of determinants.

Keywords: attitude, M-coupon, perceived costs/benefits, intention

How to Cite: Yoon, E. , Im, H. & Ha, Y. (2014) “Determinants of Consumer Intention for Mobile Coupon Redemption”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).