Browse > Article
http://dx.doi.org/10.15207/JKCS.2015.6.6.105

Digital Coupon Gift-giving Model through Gift-Giving Motivation  

Jung, Jong-Duk (Division of Business Administration, Dongseo University)
Yeo, Hyun-Jin (Division of Digital Contents, Dongseo University)
Publication Information
Journal of the Korea Convergence Society / v.6, no.6, 2015 , pp. 105-110 More about this Journal
Abstract
Since a smart phone has been popular, 91% of the internet users are utilizing the technology in all places for chatting and messenger which overtake share of voice and visual call utilization. The phenomenon is remarkable to young generations between teenager and thirties, which leads to mobile messenger shopping such as mobile digital voucher and coupon buy. In this research, we clarify whether traditional gift-giving motivations works on digital coupon gift-giving, and two technology acceptance model factors: perceived usefulness and ease of use affects between motivations and intention to gift-giving. The result shows three traditional gift-giving motivations: experiential, obligated and practical attitude affects intention to digital mobile coupon gift-giving and ease of use of the digital mobile coupon works parameter of the relation rather than usefulness. In other words, gift-giving purpose digital coupon users give a gift with traditional gift-giving motivation but has the stronger intetnion to gift-giving by technology ease of use.
Keywords
Mobile Coupon; Digital Coupon; Gift-Giviing; Gift Motivation; Mobile Messenger;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Korea Internet & Security Agency, "Survey on the Mobile Internet Usage", 2013.
2 Korea Internet & Security Agency, "Survey on the Smart Phone Usage", 2012.
3 Korea Telecom Economics and Management Laboratory, "Evolution of Mobile Coupon", 2012.
4 Mobile Marketing Association, "Introduction to Mobile Coupons", 2007.
5 B. Russel, "It's the Thought That Counts: A Signed Digraph Analysis of Gift-Giving", Journal of Consumer Research, pp. 155-162, 3. DEC, 1976
6 S. John and M. A. McGrath, "Gift Giving in Anthropological Perspective", Journal of Consumer Research, pp. 157-167, 10. SEP, 1983.
7 F.W. Mary, "Three Motivations for Interpersonal Gft Giving: Experiental, Obligated and Practical Motivations", Advanced in Consumer Research, Vol. 20, pp. 520-526, 1993.
8 E.J. Murray, "Motivation and Emotion", Englewood Cliffs, N.J:Prentice-Hall, Inc., 1964.
9 M.R. Solomon, "Consumer Behavior: Having, Being and Buying", Boson, M.A: Allyn and Bacon, 1992.
10 F.W. Mary, "Three Motivations for Interpersonal Gift Giving: Experiential, Obligated and Practical Motivations", Advances in Consumer Research, Vol. 20, pp. 520-526, 1993.
11 F.D. Davis, "Perceived Usefulness, Perceived Ease of Use, and user Acceptance of Information Technology", MIS Quarterly, Vol. 13, No. 3, pp. 319-340, 1989.   DOI
12 V. Venkatesh, M.G. Morris, and F.D. Davis, "User acceptance of information technology: toward a unified view", MIS Quarterly, Vol. 27, No. 3, pp. 425-478, 2003.   DOI
13 V. Venkatesh, F.D. Davis, "A theoretical extension of the technology acceptance model: four longitudinal field studies", Management Science, Vol. 46, No. 2, pp. 186-204, 2000.   DOI
14 G.D. Karahann.E,, and D.W. Straub, "Trust and TAM in Online shopping: An Integrated Model", MIS Quarterly, Vol. 27, No. 1, pp. 51-90, 2003.   DOI