Factors affecting mobile coupon acceptance through smartphone app

K.A. Asraar Ahmed, V.S. Damodharan and S. Kumaraperumal

International Journal of Business Information Systems, 2024, vol. 46, issue 1, 140-164

Abstract: There will be more than 7.5 billion smartphone users around the world by the end of the year 2026 (Statista, 2022). The increase in smartphone sales in India has caused tremendous growth in the mobile commerce sector. Recent reports predict that by the year 2025, India will have the second-largest market globally in the m-commerce sector after China. This paper explores the factors that affect mobile coupon application acceptance among Indians by using the extended UTAUT2 model as a theoretical background. This study applied SEM modelling for analysing the data with AMOS 25 software. The price value, internal social influence, external social influence, perceived risk, performance expectancy, trust, personal innovativeness, hedonic motivation, and mobile self-efficacy significantly impacted the mobile coupon application acceptance.

Keywords: mobile coupons; UTAUT2; structural equation modelling; SEM; AMOS; mobile apps; smartphone; India. (search for similar items in EconPapers)
Date: 2024
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