Roles of perceived value and individual differences in the acceptance of mobile coupon applications

Abstract

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.

An Empirical Examination of the Relation between Consumption Values, Mobil Trust and Mobile Banking Adoption

“…Perceived value concept helped in explaining consumers decision making behaviors for years. Also many studies use perceived value and technology adoption relation to explain better understanding consumer technology adoption (Turel, Serenko & Bontis, 2007;Kim, Chan & Gupta, 2007;Kleijnen, De Ruyter & Wetzels, 2007;Liu, Zhao, Chau & Tang, 2015). Turel et al (2007) stated that perceived value can be used to explain the consumer technology adoption in connection with the cognitive structure of technology adoption.…”

Digital Coupon Redemption: Conceptualization, Scale Development and Validation

“…Danaher et al (2015) showed that face value, distance, and perceived convenience were factors affecting redemption. Liu et al (2015) found that perceive value, coupon proneness, and personal innovativeness positively influence the intention to redeem digital coupons whereas perceived risk negatively influences it. In addition to above factors, the present study considers important new variables such as intention to search and consumption frequency, which also play a role in coupon redemption.…”

“…Clark et al (2013) have used theory of reasoned action (TRA) to explain digital coupon redemption behaviour. Liu et al, (2015) have used unified theory of acceptance and use of technology (UTAUT) theory to explain consumer's redemption intention for digital coupons. The TPB model of digital redemption advances the TRA model by including perceived behaviour control as a third antecedent predicting coupon redemption intention.…”

“…Perceived coupon value was found one of the crucial variables in the context of internet banking (Kumar et al, 2020). Perceived coupon value has been identified as a crucial factor explaining coupon redemption intention (Pura, 2005;Liu et al, 2015;Clark et al, 2013). Similarly, several scholars have argued that consumers' coupon redemption intention cannot be explained without considering coupon proneness (Chen and Lu, 2011;Swaminathan andBawa, 2005: Clark et al, 2013).…”

“…The extant literature on digital coupons does not offer an empirically tested scale to measure or evaluate digital coupon redemption. Most studies limit themselves to discussing the main variables that influence coupon redemption such as coupon proneness (Chen and Lu, 2011), perceived coupon value (Liu et al, 2015), perceived risk (Ha and Im, 2014), and perceived convenience (Danaher et al, 2015). Honea and Dahl (2005) proposed a promotion affect scale (PAS) to measure consumer response to promotion; however, PAS is not tailored to couponbased promotions, and therefore does not consider several coupon-specific factors, including coupon proneness and perceived coupon value.…”