A Study On The Determinants Of Usage Intention Of Mobile Coupons Based On Consumers' Regulatory Focus

Mobile coupon has entered into a new application phase with rapid development of mobile commerce as well as the fourth-generation mobile network. At present, ordinary Chinese consumers have started to use mobile coupons and there are more people considering this technology. Mobile coupon, which has been recognized as a new form of coupon, attaches more to the characteristic of “mobile”, allowing consumers to acquire promotion information at any time, anywhere. Mobile coupon has broad market prospect and has been highly appreciated by vendors and users. But compared with developed countries, market of mobile coupons in China has yet to mature and low redemption rates of mobile coupons have yet to be improved.Most of the existing researches on usage intention of mobile coupons added variables about consumers' behavior and characteristic of mobile coupon to the TAM model. But there is little deep study about effects of consumers' psychology on usage intention of mobile coupon at individual and group level. This study, with a motivation-oriented view, constructed a model with characteristics of mobile coupons based on valence framework and regulatory focus theory. Questionnaire survey was designed according to mature scales and researchers collected 325 valid questionnaires in Wuhan, Nanjing and Lanzhou. By using statistics software SPSS16 and SmartPLS2.0,the author made reliability and validity tests, established structural equation model and analyzed data.Results indicate that both perceived benefit and perceived effort have an impact on attitude toward mobile coupons. Promotion focus enhances the positive impact produced by perceived benefit on attitude. Prevention focus enhances the negative impact produced by perceived effort on attitude. Positive attitude and imitating others determine behavioral intention of mobile coupons. Finally, on the basis of summary on research conclusions, this paper gives suggestions in order to improve redemption rates of mobile coupons and makes a prospect for subsequent research.