Modeling e‐coupon proneness as a mediator in the extended TPB model to predict consumers' usage intentions
Abstract
Purpose: Given the growing importance of e‐coupons as promotional devices, predicting consumers' e‐coupons redemption intention is essential to the evaluation of this promotion strategy. This paper aims to address this issue. An extended theory of planned behavior (TPB) research model which further includes consumers' e‐coupon proneness as a mediator is built in this study to predict consumers' usage intentions of e‐coupons. Design/methodology/approach: This research collected research data on a questionnaire collection web site, because most e‐coupon users are also internet surfers. There were 626 valid surveys returned as the data input for structural equation model (SEM) analysis. Findings: The results from this empirical study reveal that failure to include e‐coupon proneness as a mediator in the extended TPB model can lead to an inability to explain consumers' usage intentions of e‐coupons well. Moreover, given such a totally new environment, the direct influences of consumers' perceived behavioral control of using e‐coupons and consumers' past behavior of using e‐coupons are strong predictors and cannot be ignored. Research limitations/implications: The main limitation of this study is that the measures of the independent and dependent variables in the present study are based on self‐reported methods. It is likely that the relationships among some of the variables may be somewhat inflated, and a common method variance must be considered. Practical implications: The empirical results and findings from this study are helpful to online marketers if they can identify those consumers who have e‐coupon proneness and tailor the promotion campaigns to these consumers, raising the e‐coupon redemption intentions. Originality/value: To the best of the authors' knowledge, this study is among the first to provide analytical insight into e‐coupon usage intention with e‐coupon proneness as a mediator by building an extended TPB model in computer‐mediated environments.
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Prior research had attached significant importance to the individual's attitude toward IS/IT.
“In our synthesis of prior research, we determined that prior research had attached significant importance to the individual ' s attitude toward IS/IT (e.g., Aboelmaged 2010; Alshare and Lane 2011; Chen et al. 2011; Kim et al. 2008; Koh et al. 2010; Sumak et al. 2010; Yang and Yoo 2004).”
From Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model (2019) · cites this paper as Chen et al. 2011
The path SI→AT has been hypothesized and empirically examined in other studies of IS/IT acceptance.
“This unexpected path has been hypothesized and empirically examined in other studies (e.g., Chen et al. 2011; Chiu et al. 2012; Park et al. 2007; Pynoo et al. 2007; Sahu and Gupta 2007; Sumak et al. 2010) of IS/IT acceptance as well.”
From Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model (2019) · cites this paper as Chen et al. 2011
The path FC→AT has been hypothesized and explored in prior studies on IS/IT adoption.
“This path has been hypothesized and explored in prior studies (e.g., Chen et al. 2011; Chiu et al. 2012; Park et al. 2007; Pynoo et al. 2007; Sahu and Gupta 2007) on IS/IT adoption.”
From Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model (2019) · cites this paper as Chen et al. 2011
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- Authors
- Chen, M., & Lu, T.
- Affiliations
- Tatung University (TW)
- ORCID
- Chen, Mei‐Fang
- Venue
- Internet Research
- Publisher
- Emerald
- Published
- 2011-08-12
- Volume
- 21
- Issue
- 5
- Pages
- 508-526
- ISSN
- 1066-2243 (ISSN-L)
- OpenAlex
- W2084177320
- Cited by
- 60
- References
- 77
- Citations by year
- 2025: 2 · 2024: 2 · 2023: 4 · 2022: 2 · 2021: 8 · 2020: 13 · 2019: 4 · 2018: 3 · 2017: 7 · 2016: 4 · 2015: 6 · 2014: 3 · 2013: 1 · 2012: 1
- FWCI
- 3.80
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Internet Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- e-coupons, theory of planned behavior, intention to use, perceived behavioral control, past behavior, digital marketing, consumer behavior, mediation
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