The Role of Moderating Factors in Mobile Coupon Adoption: An Extended TAM Perspective

This research represents a theoretical extension of the extended Technology Acceptance Model (TAM) to study the consumer adoption of mobile coupons. We developed a model to test the relationship between theoretical constructs spanning technological and cognitive influence processes and their impact on Behavioural Intention. This study aims to integrate price consciousness and value consciousness into the promotional effectiveness framework. The results of the study indicate that perceived usefulness and perceived ease of use influence attitude, which in turn influences the intention to use m-coupons. Social influence and compatibility play a major role in influencing the intention to use mobile coupons. The key objective of this research paper is to study the role of value consciousness and price consciousness as moderating variable in predicting the customer intention to use mobile coupons. The high value conscious and price conscious customers indicate more interest in redeeming m-coupons than other customers. This result confirms that in the mobile technology context, traditional adoption models such as TAM could be applied but needs to be modified and extended in order to increase their prediction and explanation power.