| The integration of mobile Internet and 4G technologies has impelled various types of mobile services to be widely used by mobile subscribers. Mobile coupons as popular mobile marketing service have also attracted the attention of retailers for the distinct advantage of low generation and delivery costs with large mass distribution volumes. Even though the penetration of smartphones and mobile commerce has provided mobile couponing with a great potential market, mobile couponing is still in its infancy. Compared with developed countries such as the United States, mobile coupons are not widely used, yet. Thus, researchers as well as retailers have an urgent need for figuring out the determinants of consumers' behavior motivation of using mobile coupons.Previous research on mobile coupon usage often focused on adoption-inhibiting factors and adoption-enhancing factors grounded on theories such as the technology acceptance model(TAM). This paper try to examine the roles of perceived value and individual characteristic in the usage of mobile coupons based on valued based adoption model. 574 valid online questionnaires were collected and the structural equation model software SmartPLS were adopted to test reliability and validity of sample as well as hypotheses proposed in this study. The testing results indicate that perceived value as well as past use of coupons can significantly and positively influence behavioral intention of using mobile coupons. Besides, perceived economic benefits and perceived risk can positively and negatively affect behavioral intention, respectively. In addition, individual characteristics of coupon proneness can significantly and positively influence perceived economic benefits and perceived enjoyment, while fear of spamming can significantly and positively influence perceived risk. Finally, some advice for retailers are provided based on research conclusions. |
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