Research On The Influence Of Users' Continuing Use Of Mobile Coupons

With the popularity of smart phones and the full coverage of wireless networks,mobile coupons,has become the widely used marketing tool in recent years,and are favored by consumers because of their efficient and convenient way of exchange.Mobile coupons meet the needs of young people for social interaction,mobility and localization.Most users have developed the habit of“taking the ticket first and then make a purchase”.The emergence of new habits makes mobile coupons gradually show great commercial value.However,due to the wide variety of APP and the increasingly competitive market environment,the phenomenon of homogenization about mobile coupons is serious,and the user's exchange rate is not high.Based on the study of continuous use intention,we can enhance the influence of mobile coupons,expand publicity effect of businesses,and further improve the exchange rate.Although scholars have studied the user behavior of mobile coupons,they seldom consider the nature of mobile coupons and continuous intention of coupons,so it lack of in-depth research on the continuity of coupons promotion.Based on the former research about user behavior on the basis of classical model theory and the theory of information system related to confirm expectations,this paper combined the attributes of mobile coupons,the user perceived cost,perceived privacy risk,and perceived behavioral control factors,build the mobile coupons users' Continuance Intention Research model.Through data analysis,expectation confirmation,perceived usefulness,perceived ease of use,perceived privacy risk and satisfaction significantly affect the continued use willingness;satisfaction plays a partial mediating role between expectation recognition and users' continuous use intention,and plays a complete mediating role between perceived privacy risk and continuous use intention.In addition,the impact of perceived cost and perceived behavior control on the user's willingness to use continued to use was not significant.Finally,based on the conclusion of the study,this paper puts forward specific countermeasures and suggestions for the design and delivery of mobile coupons,so as to provide guidance and reference for businesses to achieve precise marketing.