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Effects of perceived behavioral control on the consumer usage intention of e‐coupons
Author(s) -
Kang Hyunmo,
Hahn Minhi,
Fortin David R.,
Hyun Yong J.,
Eom Yunni
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20136
Subject(s) - coupon , theory of reasoned action , theory of planned behavior , advertising , control (management) , action (physics) , psychology , technology acceptance model , the internet , perceived control , marketing , social psychology , business , computer science , usability , human–computer interaction , world wide web , artificial intelligence , physics , finance , quantum mechanics
To investigate changes that e‐coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon‐usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e‐coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e‐coupons. Also, heavy users of e‐coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use e‐coupons if they have more access to e‐coupons. On the other hand, heavy users of traditional coupons have relatively low intention to use e‐coupons if they have less access to them. © 2006 Wiley Periodicals, Inc.