Intention and adoption of mobile coupon among mobile phone users in Klang Valley

Intention and adoption of mobile coupon among mobile phone users in Klang Valley

The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption...

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Main Author: Chong, Kok Wai
Format: Thesis
Language:eng
eng
Published: 2014
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/4919/1/s92009.pdf
https://etd.uum.edu.my/4919/2/s92009_abstract.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd Noor, Nor Azila
Hussin, Zolkafli
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Chong, Kok Wai
Intention and adoption of mobile coupon among mobile phone users in Klang Valley
description The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption by using Theory of Planned Behavior as the underpinning theory and perceived values, trust and perceived control are chosen as independent variables while consumer experience is selected as the moderator variable. The survey method is employed in the present study and sample consisted of 570 mobile coupon adopters between the ages of 15 - 49 years old located in Klang Valley. Data analysis involves descriptive analysis, factor analysis and multiple regression. Results indicated that 51.5 percent of consumers’ adoption to subscribe model coupon in contributed by the level of intention. It was also discovered that the level of consumers’ intention to subscribe mobile coupon service is at moderate level. Monetary factor has the highest influence on consumer intention to subscribe mobile coupon followed by emotional, convenient and trust factors. The result also indicated that consumer experience moderates the relationships between monetary and perceived control on consumers’ intention to subscribe mobile coupon. Finally, consumers’ intention to subscribe mobile coupon has significant effect on consumers’ adoption of mobile coupon. Based on the findings, implications to practice and academic research were offered. Limitations of the study and future research were all discussed
format Thesis
qualification_name Doctor of Business Administration (DBA)
qualification_level Doctorate
author Chong, Kok Wai
author_facet Chong, Kok Wai
author_sort Chong, Kok Wai
title Intention and adoption of mobile coupon among mobile phone users in Klang Valley
title_short Intention and adoption of mobile coupon among mobile phone users in Klang Valley
title_full Intention and adoption of mobile coupon among mobile phone users in Klang Valley
title_fullStr Intention and adoption of mobile coupon among mobile phone users in Klang Valley
title_full_unstemmed Intention and adoption of mobile coupon among mobile phone users in Klang Valley
title_sort intention and adoption of mobile coupon among mobile phone users in klang valley
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2014
url https://etd.uum.edu.my/4919/1/s92009.pdf
https://etd.uum.edu.my/4919/2/s92009_abstract.pdf
_version_ 1747827828520386560
spelling my-uum-etd.49192022-05-18T01:55:52Z Intention and adoption of mobile coupon among mobile phone users in Klang Valley 2014 Chong, Kok Wai Mohd Noor, Nor Azila Hussin, Zolkafli Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption by using Theory of Planned Behavior as the underpinning theory and perceived values, trust and perceived control are chosen as independent variables while consumer experience is selected as the moderator variable. The survey method is employed in the present study and sample consisted of 570 mobile coupon adopters between the ages of 15 - 49 years old located in Klang Valley. Data analysis involves descriptive analysis, factor analysis and multiple regression. Results indicated that 51.5 percent of consumers’ adoption to subscribe model coupon in contributed by the level of intention. It was also discovered that the level of consumers’ intention to subscribe mobile coupon service is at moderate level. Monetary factor has the highest influence on consumer intention to subscribe mobile coupon followed by emotional, convenient and trust factors. The result also indicated that consumer experience moderates the relationships between monetary and perceived control on consumers’ intention to subscribe mobile coupon. Finally, consumers’ intention to subscribe mobile coupon has significant effect on consumers’ adoption of mobile coupon. Based on the findings, implications to practice and academic research were offered. 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