ScholarWorks@숙명여자대학교

초록

The advent of the mobile media era has fundamentally transformed not only consumer lifestyles but also corporate marketing strategies. The recent popularity of mobile coupons compared to traditional paper coupons is an interesting and important topic area to explore changes in consumer behavior. Considering its academic and practical value, however, research on consumer perception of mobile coupons is insufficient. Accordingly, this study focused on coupon use in the mobile environment and associated consumer psychology. Based on the theory of reasoned action and the technology acceptance model, which were frequently used in past coupon studies, six potential influencing factors on intentions to use mobile coupons and coupon-providing apps were extracted and hypothesized. From analyzing the response data of 300 adults in their 20s and 30s, significant influencing factors for each dependent variable were found to be very different, while deal proneness was the only factor that influenced both dependent variables. Based on the results of the present study, partial validity of the traditional coupon-related theories was proved, and practical implications were derived and presented, as were directions for future research.

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