Examining young consumers' adoption intention of SMS-based and APP-based mobile coupon services: a perceived value perspective

Abstract

The objectives of this study were (1) to examine the adoption of young consumers' mobile coupon services in an apparel retailing context from the perspective of perceived value and (2) to assess whether differences existed between the two types of mobile coupon services (SMS-based vs. app-based) in consumers' perceptions and adoption intention of mobile coupon services. The author tested three specific benefits (i.e., economic benefits, psychological benefits, and customization) as well as costs as antecedents of perceived value. The results revealed that the identified antecedents, with the exception of customization, had a strong impact on mobile coupon value perceptions, which in turn influenced adoption intention. The author also found that consumers' responses to mobile coupon services were more favorable to the app-based mobile coupon services than the SMS-based mobile coupon services.