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.