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http://dx.doi.org/10.20878/cshr.2016.22.8.192

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

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)
Publication Information
Culinary science and hospitality research / v.22, no.8, 2016 , pp. 192-203 More about this Journal
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.
Keywords
mobile coupon; economics value; easiness of acquisition; perceived usefulness; intention to use;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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