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Analyzing Behaviors Influencing Use of Mobile Coupons from the Perspective of Transaction Utility

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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.
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Keywords: ACQUISITION-TRANSACTION UTILITY THEORY; BEHAVIORAL INTENTION TO USE; MOBILE COUPONS; PERCEIVED USEFULNESS; TECHNOLOGY ACCEPTANCE MODEL; TRANSACTION UTILITY

Document Type: Research Article

Publication date: 2013-04-01

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