Determinants of Consumer Intention to Obtain Electronic and Mobile Coupons

• Main Authors: Tseng, Hsiao-Yu, 曾筱渝
• Other Authors: Chang, Jung-Ting
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/42057988297402495889

碩士 === 東海大學 === 企業管理學系碩士班 === 104 === Coupons are one of an important tools used by companies to promote their merchandise. With the development of advanced technology, consumers can obtain new types of coupons online such as electronic coupons (e-coupons) and mobile coupons (m-coupons). Previously, many studies have discussed coupon redemption; however, few have focused on obtaining coupons, which is the essential first step toward their redemption. This is because consumers have to obtain coupons, hold coupons and then be able to redeem coupons. Therefore, companies must understand what factors influence consumers to obtain coupons. This study collects the factors involved in redeeming traditional paper coupons, e-coupons, and m-coupons and attempts to determine if these factors also affect consumers to obtain e-coupons and m-coupons. The research uses a questionnaire with eight scenarios to test the relevant hypotheses and a total of 506 responses were collected. Result shows that in coupon proneness, coupon face value, and purchase intention are the key factors that affect consumer intent to obtain e-coupons. For m-coupons, the four factors including attitude, subjective norm, coupon proneness, and purchase intention may affect consumer intent to obtain m-coupons. Moreover, the interaction of coupon face value and brand familiarity also affect consumer intent to obtain m-coupons, and consumers would like to obtain m-coupons with both high coupon face value and high brand familiarity.