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Social capital, motivations, and mobile coupon sharing

Xuefeng Zhao (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Qing Tang (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Shan Liu (School of Management, Xi’an Jiaotong University, Xi’an, China)
Fen Liu (School of Management, Huazhong University of Science and Technology, Wuhan, China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 February 2016

1780

Abstract

Purpose

The purpose of this paper is to integrate social capital theory and motivation theory to identify the factors that affect the intention of users to share mobile coupons (m-coupons) via social network sites (SNS). Social capital includes social ties, trust, and perceived similarity, whereas motivation comprises sense of self-worth and socializing.

Design/methodology/approach

A research model that integrates three social capital factors, two motivations, and m-coupon sharing is developed. Quantitative data from 297 users who had coupon usage experience are collected via offline and online survey. Partial least squares is used to conduct data analysis and test hypotheses.

Findings

Social ties, trust, and perceived similarity are positively related to m-coupon sharing intention and positively affect sense of self-worth and socializing, which have significant positive effects on m-coupon sharing intention and mediate the relationships between social capital factors and sharing intention.

Originality/value

This study highlights the integrated effects of social capital and motivations on m-coupon sharing intention in SNS. While social capital factors (i.e. social ties, trust, and perceived similarity) and motivations (i.e. sense of self-worth and socializing) positively affect m-coupon sharing, motivations are more directly associated with m-coupon sharing than social capital factors.

Keywords

Acknowledgements

This work was partially supported by grants from the National Natural Science Foundation of China (No. 71171092, 71471141, 71371147, 71403197). The authors are grateful to the participants who responded to the survey and graciously gave us their time and thoughtful suggestions. The authors also appreciate Shan Liu to work as the corresponding author.

Citation

Zhao, X., Tang, Q., Liu, S. and Liu, F. (2016), "Social capital, motivations, and mobile coupon sharing", Industrial Management & Data Systems, Vol. 116 No. 1, pp. 188-206. https://doi.org/10.1108/IMDS-05-2015-0184

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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