Drawing on the theory of valence framework and regulatory focus theory, this study identified main factors affecting behavioral intention of using mobile coupons. We conducted data analysis with structural equation modeling method by useing SmartPLS. The findings indicated that both perceived benefits and perceived efforts have impacts on attitude to use mobile coupons. Promotion focus enhances the positive impact produced by perceived benefits on attitude. Prevention focus enhances the negative impact produced by perceived efforts on attitude. Positive attitude and imitating others determine behavioral intention of using mobile coupons.
汪明远,赵学锋. 消费者调节定向和从众行为对移动优惠券使用意愿的影响研究[J]. J4, 2015, 12(7): 1045-.
WANG Mingyuan,ZHAO Xuefeng. A Study on the Impact of Consumers’ Regulatory Focus and Imitating Others Behavior on the Usage Intention of Mobile Coupons. J4, 2015, 12(7): 1045-.