Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature

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Author(s): Hyunjoo Im (University of Minnesota – Twin Cities, USA)and Young Ha (California State University – Long Beach, USA)
Copyright: 2015
Pages: 25
Source title: Successful Technological Integration for Competitive Advantage in Retail Settings
Source Author(s)/Editor(s): Eleonora Pantano (Middlesex University London, UK)
DOI: 10.4018/978-1-4666-8297-9.ch005

Keywords: Business & Management / Business Science Reference / E-Commerce

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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.

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Determinants of Consumers' Mobile Coupon Adoption: A Critical Review of Theories and Literature

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