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Determinants of behavioral intention...

Jennings, Edward.

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Determinants of behavioral intention to use mobile coupons in casual dining restaurants.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Determinants of behavioral intention to use mobile coupons in casual dining restaurants./
Author:	Jennings, Edward.
Description:	182 p.
Notes:	Source: Dissertation Abstracts International, Volume: 75-10(E), Section: A.
Contained By:	Dissertation Abstracts International75-10A(E).
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3583289
ISBN:	9781321131154

Determinants of behavioral intention to use mobile coupons in casual dining restaurants.
Jennings, Edward.

Determinants of behavioral intention to use mobile coupons in casual dining restaurants. - 182 p.

Source: Dissertation Abstracts International, Volume: 75-10(E), Section: A.

Thesis (D.B.A.)--University of Phoenix, 2014.

This item must not be sold to any third party vendors.

Each year, over 300 billion dollars of print coupons are distributed, yet the redemption rate is less than one percent. As of 2010, 93% of the U.S. population has one or more cell phones providing anytime, anywhere access. Despite the 2009 economic downturn, Americans still spend 41% of their food budget outside of the home. The specific problem to be studied is the behavioral intention of young adults, 18 to 24 years of age, attending private, non-profit universities to use mobile coupons for casual restaurant dining. The purpose of this quantitative, cross-sectional correlation study was determining the relationship between five independent variables: (a) performance expectancy, (b) effort expectancy, (c) social influence, (d) fear of spam, and (e) opting-in; and one dependent variable: participants' behavioral intention to use mobile coupons for casual restaurant dining. The results demonstrated a strong positive correlation between all of the variables except fear of spam and the dependent variable: the behavioral intention to use mobile coupons for casual dining restaurants. There was no relationship between the fear of spam and the behavioral intention to use mobile coupons. This, in itself, was an important finding. Recommendations for using mobile coupons include coupon promotion as a component of the marketing mix, mobile coupons as a unique way of encouraging new menu items, creating an easy path to opt-in, and creative ideas for coupon face-value promotions. Mobile coupons have the potential to exceed the redemption rates of printed coupons.

ISBN: 9781321131154Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Determinants of behavioral intention to use mobile coupons in casual dining restaurants.
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245 1 0 $a Determinants of behavioral intention to use mobile coupons in casual dining restaurants.
300 $a 182 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-10(E), Section: A.
500 $a Adviser: Jaclyn Krause.
502 $a Thesis (D.B.A.)--University of Phoenix, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a Each year, over 300 billion dollars of print coupons are distributed, yet the redemption rate is less than one percent. As of 2010, 93% of the U.S. population has one or more cell phones providing anytime, anywhere access. Despite the 2009 economic downturn, Americans still spend 41% of their food budget outside of the home. The specific problem to be studied is the behavioral intention of young adults, 18 to 24 years of age, attending private, non-profit universities to use mobile coupons for casual restaurant dining. The purpose of this quantitative, cross-sectional correlation study was determining the relationship between five independent variables: (a) performance expectancy, (b) effort expectancy, (c) social influence, (d) fear of spam, and (e) opting-in; and one dependent variable: participants' behavioral intention to use mobile coupons for casual restaurant dining. The results demonstrated a strong positive correlation between all of the variables except fear of spam and the dependent variable: the behavioral intention to use mobile coupons for casual dining restaurants. There was no relationship between the fear of spam and the behavioral intention to use mobile coupons. This, in itself, was an important finding. Recommendations for using mobile coupons include coupon promotion as a component of the marketing mix, mobile coupons as a unique way of encouraging new menu items, creating an easy path to opt-in, and creative ideas for coupon face-value promotions. Mobile coupons have the potential to exceed the redemption rates of printed coupons.
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