A Study of Affecting Factors of Using Mobile Coupon App

• Main Authors: Tseng,Ting-Yu, 曾庭俞
• Other Authors: Chen,Chun-An
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y9ffxn

碩士 === 中華大學 === 企業管理學系 === 104 === This study presents a conceptual model of how functionality value, convenience, interaction, brand image and perceived enjoyment affect perceived ease of use, perceived usefulness, attitude toward use and behavior intention. The PLS was used to estimate a conceptual model based on survey data from the sample of the research on experience of mobile coupon App. There are 187 formal questionnaires in this study, but there are only 183 questionnaires which are valid. According to the result of the data analysis, functionality value and convenience have significant positive impact on perceived ease of use; interaction and brand image have significant positive impact on perceived usefulness; perceived enjoyment has significant positive impact on attitude toward use. In addition, perceived usefulness has no significant impact on behavior intention. According to verification of the result, this study contributes to a comprehensive understanding of mobile coupon App. It also provides the development of the future research reference for the marketing industry, academia and the other domain in Taiwan.