Purpose -The purpose of this paper is to examine how consumers' value evaluation and personality factors influence consumers' intention to adopt mobile coupon (M-coupon) applications in China. The moderating effect of gender on the relationships between personality factors and consumers' adoption intention is also tested. Design/methodology/approach -This study conducted a survey to collect data from M-coupon application users. In total, 271 valid responses were analyzed using structural equation modeling (SEM) technology. Findings -The results indicate that perceived value, personal innovativeness, and coupon proneness positively affect consumers' acceptance of M-coupon applications. Personal innovativeness has more positive impact on behavioral intention for males than for females. However, the differential effects of coupon proneness on behavioral intention are not significant between males and females. In addition, the findings show that perceived convenience, perceived enjoyment, and perceived money savings positively influence perceived value, whereas perceived fees and perceived privacy risk negatively influence it. Practical implications -This study helps M-coupon application providers to identify who is positive toward their services and how to improve consumers' perceived value of the services, eventually expanding their user base. Originality/value -Prior studies mainly focussed on the usage behavior of M-coupons and overlooked the important role of M-coupon applications in promoting M-coupon use. This research fills this gap. The research findings offer insights into the factors influencing consumers' behavioral intention to adopt M-coupon applications. Besides, the results of gender's moderating effect advance the understanding of the differences in males' coupon usage intentions between the contexts of M-coupon applications and paper-based coupon services, which enrich couponing research.

Purpose – The purpose of this paper is to investigate the influence of two intrinsic (i.e. sense of self-worth and socializing) and two extrinsic motivations (i.e. economic reward and reciprocity) on mobile coupon (m-coupon) sharing by users in social network sites (SNSs). Moreover, this study examines how coupon proneness moderates the relationship between motivations and m-coupon sharing in SNSs. Design/methodology/approach – A research model that integrates four motivations, coupon proneness, and m-coupon sharing is developed. Quantitative data from 247 users are collected via online and offline survey. Partial least squares technique is employed to evaluate the measurement model, and hypotheses are tested through hierarchical regression analysis. Findings – Sense of self-worth, socializing, economic reward and reciprocity have positive effects on m-coupon sharing in SNSs. Furthermore, coupon proneness positively moderates the relationship of socializing and reciprocity with m-coupon sharing, whereas the moderating effects of coupon proneness on the relationship of sense of self-worth and economic reward with m-coupon sharing are insignificant. Originality/value – The findings highlight the integrated effects of coupon proneness and motivations on m-coupon sharing in SNS. The impact of socializing and reciprocity on m-coupon sharing is higher for users with higher coupon proneness. However, the effect of sense of self-worth and economic reward on m-coupon sharing is the same regardless of coupon proneness of users. Therefore, although users with different motivations should be identified, SNSs and merchants should develop different incentive mechanisms to promote m-coupon sharing among various users.

Purpose – The purpose of this paper is to integrate social capital theory and motivation theory to identify the factors that affect the intention of users to share mobile coupons (m-coupons) via social network sites (SNS). Social capital includes social ties, trust, and perceived similarity, whereas motivation comprises sense of self-worth and socializing. Design/methodology/approach – A research model that integrates three social capital factors, two motivations, and m-coupon sharing is developed. Quantitative data from 297 users who had coupon usage experience are collected via offline and online survey. Partial least squares is used to conduct data analysis and test hypotheses. Findings – Social ties, trust, and perceived similarity are positively related to m-coupon sharing intention and positively affect sense of self-worth and socializing, which have significant positive effects on m-coupon sharing intention and mediate the relationships between social capital factors and sharing intention. Originality/value – This study highlights the integrated effects of social capital and motivations on m-coupon sharing intention in SNS. While social capital factors (i.e. social ties, trust, and perceived similarity) and motivations (i.e. sense of self-worth and socializing) positively affect m-coupon sharing, motivations are more directly associated with m-coupon sharing than social capital factors.

No abstract

No abstract