The Study of Consumer Intention on M-coupons Usage

• Main Authors: Su-Chan Wen, 溫素真
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/23245582399588487333

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === With the open of telecom industry, the development of global mobile market is getting more and more drastically. And prevalence of mobile in Taiwan is about 120％, it ranks the number one around the world. For the reason that mobile is the most popular communication tool now, it becomes the new growth marketing channel and contributes firms to have more multiply, entirely way to proceed promotion. By delivering coupon newsletters with mobile phone, and offer some other promotion messages. Customers gradually accept such sort marketing method, because it offers them a convenient and fashion way to get business information. Although the coupon newsletter is commonly used by business, the theory researches and related empirical about the customers’ attitudes of usage and their intentions of behavior in utilizing the coupon newsletters are scarcely unveil. And it still lacks the entire, relevant and empirical research model. Using the decomposed planning behavior theory（Taylor and Todd,1995） and technology acceptance model. In term of structure equation model （SEM）, we analyze 256 dates and try to develop a theoretical and empirical model. Through the study, it presents the following results: the dominators of customer’s intention to use the coupon newsletter are attitude and perceived behavior control; however the other dominator-subjective rule affection is not significant. The behavior attitude is strongly affected by the usage of percept. And the main group affection of subjective rule affection is significant. As the perceived behavior control, self-effectiveness is the most important factor. The results also present that the entertainments of the youth are multiply and T.V. as well as newspaper, magazine are no longer the major channel for them to get information. The longer and more often the youth use mobile phone to facilitate their communication, the more important the mobile phone become the main marketing channel. For that, the results of this study could offer business some valuable ideas.