Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Characteristics of Mobile Coupon on the User's Perceived Usefulness and Intention of Use Mobile Coupon

모바일쿠폰 특성이 사용자의 지각된 유용성과 쿠폰 사용의도에 미치는 영향

  • Jung, Seon Mi (Dept. of Business Administration, DongEui University) ;
  • Kim, Hyun Gyu (Dept. of Business Administration, DongEui University) ;
  • Kim, Young Hun (Dept. of Food Service Management, DongEui University)
  • 정선미 (동의대학교 경영학과) ;
  • 김현규 (동의대학교 경영학과) ;
  • 김영훈 (동의대학교 외식산업경영학과)
  • Received : 2016.11.28
  • Accepted : 2016.12.23
  • Published : 2016.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the effects of characteristics of mobile coupon on the user's perceived usefulness and intention of using mobile coupon in order to suggest directions to enhances marketing strategies for foodservice company. The research model for this study was designed based on the hypothesis that the characteristics of mobile coupon influenced both the user's perceived usefulness and purchase intention. Based on total 227 customers obtained from the empirical research, this study reviewed validity, reliability and fitness of research model. Major findings of empirical analysis could be summarise as follow. First, among the characteristics of mobile coupon, the easiness of acquisition and the economic value of the mobile coupon had an influence on the mobile coupon user's perceived usefulness. Second, the easiness of acquisition and the economic value of the mobile coupon had an influence on the intention of using mobile coupon. Third, the mobile coupon user's perceived usefulness had an influence on the intention of using mobile coupon.

본 연구는 모바일쿠폰 사용자 특히 외식기업에서 제공하는 모바일쿠폰 사용자의 쿠폰 사용의도에 영향을 미칠 것으로 판단되는 모바일쿠폰의 특성과 지각된 유용성 그리고 쿠폰 사용의도간의 영향관계를 실증적으로 검정하고, 그 시사점을 찾기 위해 진행되었다. 연구목적을 달성하기 위해 모바일쿠폰 특성, 쿠폰의 유용성과 쿠폰 사용의도 등에 관한 문헌고찰을 통해 이론적 배경을 마련하였으며, 실증조사는 2016년 5월 17일부터 21일까지 외식모바일쿠폰 사용경험이 있는 부산지역 거주자 250명을 대상으로 설문조사를 실시하였다. 회수된 설문지 241부 가운데 부적절한 응답을 한 설문지를 제외하고 227부를 최종분석에 사용하였다. 실증조사 분석결과, 모바일쿠폰 사용자가 지각하는 모바일쿠폰 특성으로는 쿠폰 획득용이성, 쿠폰 사용편리성, 쿠폰의 경제적 가치요인을 확인하였다. 모바일쿠폰 특성과 지각된 유용성 그리고 모바일쿠폰 사용의도간의 영향관계 확인결과는 다음과 같다. 모바일쿠폰 특성 가운데 경제적 가치와 획득용이성이 지각된 유용성과 모바일 쿠폰 사용의도에 유의한 영향을 미치는 것으로 나타났다. 또한 모바일쿠폰 특성사용자가 지각하는 모바일쿠폰 유용성은 모바일쿠폰 사용의도에 유의한 영향을 미치는 것으로 나타났다.

Keywords

References

  1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
  2. Ashworth, L., Darke, P., & Saller, M. (2005). No one wants to look cheap: Trade-offs between social disincentive and the economic and psychological incentives to redeem coupons. Journal of Consumer Psychology, 15(4), 295-306. https://doi.org/10.1207/s15327663jcp1504_4
  3. Bagozzi, R. P., Fred D. D., & Paul, R. W. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 660-686.
  4. Chae, M. E., Kim, J. W., Kim, H. Y., & Ryu, R. S. (2002). Information quality for mobile internet service: A theoretical model with empirical validation. Electronic Markets, 12(1), 38-46. https://doi.org/10.1080/101967802753433254
  5. Davis, F. D. (1989). Perceived usefulness, perceived ease of use user acceptance. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  6. Huh, J. H., Nam, S. M., & Kim, K. H. (2006). The effects of the type of coupon and coupon message farming on consumer's coupon usage intention. Korea Soc Consumer Studies, 17(3), 1-19.
  7. Igbaria, M., Gumaraes, T., & Davis, G. B. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of Management Information System, 11(4), 87-114. https://doi.org/10.1080/07421222.1995.11518061
  8. Jeong, S. M., Cho, S. D., & Kim, S. H. (2011). The effects of characteristics of mobile coupon service on consumers' intention of using mobile coupons. Asia Marketing Journal, 13(3), 103-134.
  9. Jeong, S. M., Cho, S. D., & Kim, S. H. (2015). Consumer's psychological responses to mobile coupons and the comparison with paper coupons. The Business Administration Study, 44(1), 27-53.
  10. Kotler, P. (2000). Marketing Management. Millennium ed. Upper Saddle River, N.J. Prentice-Hall. 504.
  11. Kumar, V., & Srinivasan, S. (2004). The different faces of coupon elasticity. Journal of Retailing, 81(1), 1-13. https://doi.org/10.1016/j.jretai.2005.01.003
  12. Lee, J. H., & Jung, H. Y. (2006). A study on university student's eating-out behavior and attitude to coupons and alliance cards. The Korean Journal of Culinary Research, 12(3), 186-200.
  13. Lee, J. S. (2014). The influence of mobile coupon characteristics and discount rate on the intention of use mobile coupon. Journal of Tourism and Leisure Research, 26(2), 165-182.
  14. Lee, M. H., & So, Y. J. (2015). The effects of mobile bakery application's perceived usefulness and easiness on its continuous use. The Korean Journal of Culinary Research, 21(2), 17-186.
  15. Lee, S. H. (2012). A study on the influencing factors for satisfaction of mobile coupon service. Journal of Digital Contents Society, 13(3), 301-307. https://doi.org/10.9728/dcs.2012.13.3.301
  16. Morris, M. G., & Dillon, A. (1997). How user perceptions influence software use. IEEE Software, 14, 58-64.
  17. Ramaswamy, V., & Srini, S. S. (1998). Coupon characteristics and redemption intentions: A segment-level analysis. Psychology & Marketing, 15(1), 59-80. https://doi.org/10.1002/(SICI)1520-6793(199801)15:1<59::AID-MAR5>3.0.CO;2-M
  18. Rossiter, J. R., & Percu, L. (1987). Advertising and Promotion Management. NY: Irwin McGrow-Hill.
  19. Siau, K., Ee-Peng, L., & Zixing, S. (2001). Mobile commerce: Promises, challenges, and research agenda. Journal of Database Marketing, 2(3), 4-34.
  20. Song, M. K., & Yoon, H. H. (2011) The effects of the characteristics of coupon purchased through a social shopping site upon customer satisfaction and future behavior intention. The Korean Journal of Culinary Research, 17(5), 92-107.
  21. Venkstesh, A., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 27(3), 451-481. https://doi.org/10.1111/j.1540-5915.1996.tb01822.x