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Factors affecting mobile coupon acceptance through smartphone app

Author

Listed:
  • K.A. Asraar Ahmed
  • V.S. Damodharan
  • S. Kumaraperumal

Abstract

There will be more than 7.5 billion smartphone users around the world by the end of the year 2026 (Statista, 2022). The increase in smartphone sales in India has caused tremendous growth in the mobile commerce sector. Recent reports predict that by the year 2025, India will have the second-largest market globally in the m-commerce sector after China. This paper explores the factors that affect mobile coupon application acceptance among Indians by using the extended UTAUT2 model as a theoretical background. This study applied SEM modelling for analysing the data with AMOS 25 software. The price value, internal social influence, external social influence, perceived risk, performance expectancy, trust, personal innovativeness, hedonic motivation, and mobile self-efficacy significantly impacted the mobile coupon application acceptance.

Suggested Citation

  • K.A. Asraar Ahmed & V.S. Damodharan & S. Kumaraperumal, 2024. "Factors affecting mobile coupon acceptance through smartphone app," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 46(1), pages 140-164.
    • Handle: RePEc:ids:ijbisy:v:46:y:2024:i:1:p:140-164
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