Ezploring the Factors Affecting the Acceptance of Mobile Coupons in Malaysia
Distributing discount coupons through mobile phone text messages or short message service has become the latest promotional strategies of companies.Mobile coupons present an exciting new opportunity to target consumers with highly customized offers.Not much research is done on the factors influencing attitude and behavioral intention of consumers using m-coupons.The present study uses the Technology Acceptance Model (TAM) as the basic model to analyze the attitude and behavioral intention of consumers towards mcoupons.A number of researchers have studied user acceptance of mobile technology and services such as the mobile Internet, text messaging,contact services,mobile payment,mobile gaming and mobile parking services based on IS adoption models.They found that usefulness and ease of use are very important factors determining user acceptance of mobile technology.The results of these studies confirm that in the mobile technology context, traditional adoption models such as TAM could be applied but they need to be modified and extended in order to increase their prediction and explanation power.Results of the study shows that Perceived usefulness, attitude and Social factor influence the behavior and intention of consumers in using m-coupons.
Mobile Coupons Discount Coupons Technology acceptance model Mobile Marketing
Sudarsan Jayasingh Uchenna Cyril Eze
School of Business and Enterprise Swinburne University of Technology Kuching,Malaysia Faculty of Business and Law Multimedia University Melaka,Malaysia
国际会议
第八届国际移动商务会议(Eighth International Conference on Mobile Business)
大连
英文
329-334
2009-06-27（万方平台首次上网日期，不代表论文的发表时间）