Determinants of mobile coupon service adoption: assessment of gender difference
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 6 May 2014
Abstract
Purpose
The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral intention (BI) to use such services. Gender differences in the process of mobile coupon service adoption were also investigated.
Design/methodology/approach
The online survey was distributed to US adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained.
Findings
The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and SN showed strong effects on BI to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males.
Originality/value
The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services.
Keywords
Citation
Ha, Y. and Im, H. (2014), "Determinants of mobile coupon service adoption: assessment of gender difference", International Journal of Retail & Distribution Management, Vol. 42 No. 5, pp. 441-459. https://doi.org/10.1108/IJRDM-08-2012-0074
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited