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An Extended TAM for Analyzing Adoption Behavior of Mobile Coupon

Sudarsan JayasinghSwinburne University of Technology

Jalan Simpang Tiga93350, Kuching, Malaysia

Uchenna Cyril EzeMultimedia UniversityJalan Ayer Keroh Lama

75450 Melaka, Malaysia

Mobile Computing & Multimedia (MoMM2009)

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Outline

• INTRODUCTION• LITERATURE REVIEW• RESEARCH MODEL AND HYPOTHESIS• METHODOLOGY• DATA ANALYSIS AND RESULTS• CONCLUSION

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INTRODUCTION(1/2)

• The mobile marketing is growing at a much faster.

• The advent of mobile marketing has resulted in a new form of sales promotion.

• A mobile coupon (m-coupon) is an electronic ticket

• Many businesses are using this new mobile channel to create new opportunities.

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INTRODUCTION(2/2)

• The m-coupon market is still in its growth stage and it seems the business opportunities for it are limitless.

• It seems that they’re facing another challenge now: consumer adoption.

• The study contributes to the existing literature on coupon acceptance models.

• This study seeks to analyze whether the behavioural attitude and intention of consumers using m-coupons shows the same result as that from traditional discount coupons and whether there is a difference in influential factors.

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LITERATURE REVIEW(1/4)

• Theory of Reasoned Action (TRA)– personal factor (personal interest)– subjective norm (social influence)

• Technology Acceptance Model(TAM)– perceived ease of use– perceived usefulness– attitudes towards use– intention to use– actual use

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LITERATURE REVIEW(2/4)

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LITERATURE REVIEW(3/4)

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LITERATURE REVIEW(4/4)

• TAM has been the most frequently used base for m-commerce adoption, followed by the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB).

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RESEARCH MODEL AND HYPOTHESIS(1/2)

• We depart from the Technology Acceptance Model (TAM)

• The success of mobile coupons hinges on consumer’s willingness to adopt new technology and engage in activities using systems and devices different from what they have used in the past.

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RESEARCH MODEL AND HYPOTHESIS(2/2)

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METHODOLOGY

• The sample of this research was drawn from major cities of Malaysia.

• 1000 participants.• response rate of 82.4%• Male 52%• 45% of the respondents monthly income

range is between RM2000 – RM6000 (NT20000-NT60000).

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DATA ANALYSIS AND RESULTS(1/5)

• Measurement Model– A confirmatory factor analysis using AMOS 16 was

conducted to test the measurement model.– two-step analytical:Reliability and convergent

validity

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DATA ANALYSIS AND RESULTS(2/5)

• Structural model• The results indicate that all the hypotheses for

the core model can be confirmed.• perceived usefulness, perceived ease of use,

coupon proneness and perceived credibility, had a significant effect on m-coupon attitude.

• Mobile coupon attitude, Compatibility, Social Influence and personal influence has direct effect on mobile coupon intention to use.

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DATA ANALYSIS AND RESULTS(3/5)

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DATA ANALYSIS AND RESULTS(4/5)

• Test of Moderating Effect– using cluster analysis of price consciousness

construct.

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DATA ANALYSIS AND RESULTS(5/5)

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CONCLUSION

• The current study contributes to contemporary research on the mobile coupons by offering insights into the factors that contribute to consumer usage.

• there is indirect effect of PU, PEOU, CP, PC on BI and direct effect on Attitude. SI, PI, COM, Attitude has a direct effect on BI.

• Consistent with prior studies, perceived usefulness and perceived ease of use were found to be significant antecedents of the attitude towards m-coupons

• The results also indicate that security and privacy issues are important concerns for consumers in using m-coupons.