The Empirical Research About Determinants Of Consumer Intentions To Adopt Mobile Coupons

With the popularity of smartphones and mobile terminals, mobile coupons as promotion methods developed in recent years, showed a bright future. To understand the factors influencing consumer adoption of mobile coupons is essential. At present, the domestic research on mobile coupons are mainly concentrated in the coupon promotion effectiveness, and the research on consumer behavior of mobile coupons is still very rare.This study focuses on the consumer adoption factors of mobile coupons through empirical method. On the basis of summarizing the related literature at home and abroad, this paper build consumer adoption intention theory model combined with the actual research needs. Then find out the factors affecting consumer attitudes and intention through the analysis of370samples.The contribution of this research lies in two aspects. First, this study conducts a mobile coupons consumer adoption model combining the development of mobile coupons path and the characteristics of the mobile service. Second, it adds the traditional consumer psychological characteristics "value seeker" as a moderator variable to the research model.Research results show that the consumer attitude and subjective norm have positively influence consumer adoption intention, while perceived behavior control has no significant impact on consumer adoption intention. Attitude is positively affected by perceived usefulness, perceived ease of use, and individual innovative, while perceived risk has no significant impact on consumer attitudes. In addition,"value seeker" has a significant adjustment on the relationship between perceived usefulness and consumer attitudes.