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http://dx.doi.org/10.14400/JDC.2019.17.9.097

Consumer Acceptance of Mobile Gift Certificates - Focused on UTAUT2 -  

Choi, Byung-Cheon (School of Business, Chungnam National University)
Kim, Hye-Jin (Division of Ceramic Design, Kongju National University)
Chung, Ji-Bok (Department of Retail Management, Kongju National University)
Publication Information
Journal of Digital Convergence / v.17, no.9, 2019 , pp. 97-104 More about this Journal
Abstract
With the development and spread of smart devices, the proportion of mobile shopping is gradually increasing, and the market for mobile gift certificates is also increasing. This study examines the usage status and acceptance attitude of mobile gift certificates for university students who are major customers of mobile gift certificates. Also, based on the extended integrated technology acceptance model (UTAUT2), the results of the analysis of the mediating effect of the intention of the user on the relationship between acceptance of mobile vouchers and recommendation intention were presented. As a result of the analysis, it was shown that the effort expectation, hedonic motivation, price utility, and habit had significant influence on the intention to use the mobile gift certificates. Also, the intention to use mobile gift certificates has mediating effects between effort expectation, hedonic motivation, price utility and recommendation intention. The results of this study can be applied to strategic marketing such as recruitment of new customers through mobile gift certificates while explaining customers' acceptance of technology to mobile gift vouchers or future prospective customers.
Keywords
Mobile Shopping; Mobile Gift Certificates; Value Perception; UTAUT2; Gift-Giving;
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Times Cited By KSCI : 13  (Citation Analysis)
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