Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Mobile Coupon Gift-giving Intention Model in Mobile Instant Messenger Environment

모바일 메신저 환경하의 모바일 상품권 선물증여 의도 모형

  • Received : 2014.08.11
  • Accepted : 2014.11.28
  • Published : 2014.12.31
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Abstract

Purpose: The purpose of this research is to develop a model tat explains the motivation of mobile coupon gift intention in mobile instant messenger service. Methods: This study utilized Structural Equation Model to clarify factors those influence mobile coupon gift intention under mobile messenger environment. Results: The research model in this study is verified with two hundreds sample data. This study found that mobile coupon gift-givers's giving intention is influenced by experimental and obligated motivation, price utility, social value of gift-giving, and perceived ease of use of the technology. Conclusion: This study verified five factors those influence to mobile coupon gift-giving intention. Although this study initially suggests and verify gift-giving intention model, we expect further research that related to other factors affecting the intention and other recent technology factors such as personal innovation and others.

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