The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature
Abstract
Mobile technology is becoming a critical part of marketing practices and many retailers aim to engage consumers through mobile coupons. In this context, it is critical to understand what drives consumers to use mobile coupons. Technology adoption research offers insights for both researchers and practitioners into this matter. This chapter critically reviews guiding theories, Technology Acceptance Theory and Innovation Diffusion Theory, as well as important literature on technology adoption to discuss evolution and application of technology adoption research. Five perception variables (perceived usefulness, perceived ease of use, perceived enjoyment, subjective norm, compatibility) and three individual characteristics (personal innovativeness, perceived risk, gender) are selected as most relevant determinants of consumers' intention to adopt and use mobile coupons. Limitation of technology adoption research and possible future research avenues are discussed.
Related Content
Salwa Saidi, Anis Ghattassi, Samar Zaggouri, Ahmed Ezzine.
© 2021.
19 pages.
|
Mehmet Sevkli, Abdullah S. Karaman, Yusuf Ziya Unal, Muheeb Babajide Kotun.
© 2021.
29 pages.
|
Soumaya Elhosni, Sami Faiz.
© 2021.
13 pages.
|
Symphorien Monsia, Sami Faiz.
© 2021.
20 pages.
|
Sana Rekik.
© 2021.
9 pages.
|
Oumayma Bounouh, Houcine Essid, Imed Riadh Farah.
© 2021.
14 pages.
|
Mustapha Mimouni, Nabil Ben Khatra, Amjed Hadj Tayeb, Sami Faiz.
© 2021.
18 pages.
|
|
|