A comparative study between mobile and paper coupons

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2023-02-24 DOI:10.7903/ijecs.2146

M. Galib

引用次数: 0

Abstract

This study attempts to examine the differences in consumers’ perceptions between paper and mobile coupons. It discovers new potentials of mobile coupons by investigating whether coupon type (mobile vs. paper) has any impact on a consumer’s coupon usage intention. It explores the drivers and barriers of consumers’ coupon usage intention and also examines to which extent coupon type translates into higher usage intention rates. The data of this study were analyzed with exploratory factor analysis, t - test, and multiple regression analysis. This study revealed that when the coupon type changes from paper to mobile, people’s coupon intention to use decreases, with the lack of trust as the primary barrier. The current study is the first attempt to apply this transactional utility theory to compare consumers’ perceptions between mobile and paper coupons. This study has empowered the transactional utility theory by applying it in a new domain of couponing.

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手机优惠券与纸质优惠券的比较研究

本研究试图检验消费者对纸质优惠券和移动优惠券的认知差异。它通过调查优惠券类型(手机和纸质)是否对消费者使用优惠券的意图有任何影响，发现了移动优惠券的新潜力。探讨了消费者优惠券使用意愿的驱动因素和障碍，并考察了优惠券类型在多大程度上转化为更高的使用意愿率。本研究资料采用探索性因子分析、t检验及多元回归分析。本研究发现，当优惠券类型从纸质优惠券转变为移动优惠券时，人们的优惠券使用意愿下降，缺乏信任是主要障碍。目前的研究是第一次尝试应用交易效用理论来比较消费者对移动和纸质优惠券的看法。本研究通过将交易效用理论应用于优惠券的新领域，增强了交易效用理论的能力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.