A Study On The M-coupon Sharing Intention Based On The Social Exchange Theory

Mobile coupons is an effective tool for the drainage.It can accurately positioning user preferences,and bulk push for the user.So widely business favorite it.Mobile coupon marketing costs are relatively low,the implementation of better results for businesses to bring new traffic flow,but also can increase the old user review rate.The new technology makes the mobile coupon exchange rate significantly improved,but the sharing rate is not high,still affect the marketing effectiveness of business.Users are more likely to use the mobile coupons that shared by contacts in their social networking sites' friends list than when they are randomly pushed by the merchant or distributed by the street.So to find the social sharing situation users to share the impact of mobile coupons to promote the user to share,and enhance marketing effectiveness,as businesses and users focus.In the m-coupon sharing process,personal intention will determine whether the conduct of sharing.Specific to mobile coupon properties and sharing scenarios,the thesis introduce the social exchange theory and the theory of reasoned action into sharing process of mobile coupons.343 valid online questionnaires were collected and the structural equation model software SmartPLS try to explore the attitude and intention of users to share influence factor.The testing results indicate that long-term benefits(social reward,reciprocal)and short-term benefit(economic reward)will positively affect the user's m-coupon sharing attitudes and intention in SNSs.Short-term cost(effort)and long-term cost(privacy concern)will negatively affect the user's m-coupon sharing attitudes and intention,and attitude to share largely determines the user's intention to share m-coupon in SNSs.The results show that the length of using SNSs has interaction with social rewards and reciprocity in sharing m-coupon,length of using SNSs will positive moderation influence between Privacy concern and intention to share m-coupons in SNSs.This paper provides a new perspective for retailers and SNSs generating strategy of mobile marketing and eWOMs spreading.