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.
|Original language||English (US)|
|Title of host publication||Successful Technological Integration for Competitive Advantage in Retail Settings|
|Number of pages||25|
|ISBN (Print)||1466682973, 9781466682979|
|State||Published - Apr 30 2015|
Bibliographical notePublisher Copyright:
© 2015 by IGI Global. All rights reserved.
- Decision making process (DMP)
- Location-based services
- Mobile coupon services
- Perceived risk
- Perceived usefulness
- Personal innovativeness in the domain of information technology
- Subjective norm
- Technologyacceptance model (TAM)