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Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender

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  • Sudarsan Jayasingh

    (Swinburne University of Technology, Malaysia)

  • Uchenna Cyril Eze

    (Monash University, Sunway Campus, Malaysia)

Abstract

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers’ intention to use mobile coupon (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research.

Suggested Citation

  • Sudarsan Jayasingh & Uchenna Cyril Eze, 2012. "Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender," International Journal of E-Business Research (IJEBR), IGI Global, vol. 8(1), pages 54-75, January.
    • Handle: RePEc:igg:jebr00:v:8:y:2012:i:1:p:54-75
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    Cited by:

    1. Sarika Lohana & Deepankar Roy, 2023. "Impact of Demographic Factors on Consumer’s Usage of Digital Payments," FIIB Business Review, , vol. 12(4), pages 459-473, December.

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