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The defense date of the thesis is 2013-08-08
The current date is 2019-05-22
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URN etd-0807113-204407 Statistics This thesis had been viewed 1247 times. Download 0 times. Author Yi-Tao Su Author's Email Address email@example.com Department Management Business Administration Year 2012 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 66 Title Determinants of Consumer’s Mobile Coupons Redemption Intention Keyword Mobile Coupons the Theory of Planned Behavior (TPB) Technology acceptance model (TAM) Technology acceptance model (TAM) the Theory of Planned Behavior (TPB) Mobile Coupons Abstract Recent continued advancement of both information technology and telecommunication has made the interactive nature different from that of the traditional communication methods. Since the mobile phone is a highly personal medium, which makes the mobile channel become an effective means for reaching potential consumers. Mobile coupons, as a new form of marketing promotion tool, can be distributed electronically with the use of the Internet interface. Given the importance of mobile coupons as promotional devices in the future trend, based on the theory of planned behavior (TPB) proposed by Ajzen (1991) and the technology acceptance model (TAM) this study aims to further explore whether or not the characteristics of mobile coupons determine consumer's attitude toward mobile coupons.
This study adopts the structural equation modeling (SEM) to do the analysis of the research model. The results indicate that the components of TPB (i.e., consumer’s attitude, perceived control, and subjective norm) indeed exert positive impacts on consumer's mobile coupons redemption intention. In addition, consumer’s attitude toward mobile coupons is further determined by entertainment and value consciousness. The empirical results and findings from this study are helpful to marketers to tailor their promotion campaigns to raise the mobile coupons redemption intentions.
Advisor Committee Mei-Fang Chen - advisor
Ming-Chuan Pan - co-chair
Na-Ting Liu - co-chair
Files Date of Defense 2013-06-19 Date of Submission 2013-08-08