Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender

Literature Review

Although there are considerable researches on mobile services, there are, however, not many studies on mobile coupons. With a few notable exceptions, little research has been devoted to exploring the factors that contribute to consumers’ willingness to adopt mobile couponing (Dickinger & Kleijnen, 2008; Hsu, Wang, & Wen, 2006). Paper coupons are still the most popular form of coupons in Malaysia, and are distributed through mail, newspapers, magazines, or other means. Shimp and Kavas (1984) applied Ajzen and Fishbein theory of reasoned action to conceptualise coupon usage. They found that both personal attitudes and subjective norms played major roles in determining intentions to use coupons. The literature on coupons usage suggests two consumer characteristics that are strongly associated with coupon use: coupon proneness (Lichtenstein, Ridgway, & Netemeyer, 1993; Swaminathan & Bawa, 2005) and price-consciousness (e.g., Ashworth, Darke, & Schallar, 2005; Swaminathan & Bawa, 2005). Coupon proneness can be regarded as a more affective oriented motivation to use coupons as coupon prone consumers have an inherent desire to use coupons (Swaminathan & Bawa, 2005).