Key factors affecting customers' willingness to use mobile coupons in a restaurant setting

Tzong-Ru Lee, Chin-Yao Chen, Per Hilletofth and Yi-Hsiang Hsu

International Journal of Management and Enterprise Development, 2014, vol. 13, issue 3/4, 248-260

Abstract: For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.

Keywords: key factors; mobile coupons; customers behaviour; willingness to use; restaurants; mobile advertising; m-advertising; restaurant marketing; price; customisation; promotion; entertainment; sending time. (search for similar items in EconPapers)
Date: 2014
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