Analyzing behaviors influencing use of mobile coupons from the perspective of transaction utility

• Chi-Hsian Chiang

  National Open University

• Hung-Yuan Lin

  Shih Hsin University

• Siao-Cen Tu

  Shih Hsin University

We explored the antecedents of mobile coupon use based on acquisition-transaction utility theory (Lichtenstein, Netemeyer, & Burton, 1990) and the technology acceptance model (TAM; Davis, 1989). We analyzed data collected from 365 mobile phone users in Taiwan and developed a theoretical and empirical model. The results indicate that consumers with a higher degree of coupon proneness are more likely to recognize the usefulness of mobile coupons, and have more positive attitudes and behavioral intention toward coupon use. Both consumers’ perceived usefulness and attitudes toward use appeared to have an equal and positive impact on their behavioral intention to use.

1. Chi-Hsian Chiang, National Open University
   Department of Commerce
   
2. Hung-Yuan Lin, Shih Hsin University
   Department of Information Management
   
3. Siao-Cen Tu, Shih Hsin University
   Department of Information Management
   

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