移动优惠券的消费者使用意愿研究:基于个人特征和动机的视角  

Study on Consumer Usage Intention of Mobile Coupons:From the Perspective of Personal Characteristics and Motivations

作　　者：刘芬[1,2] 赵学锋[1] 张金隆[1] 汤庆[1] 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]湖北经济学院信息管理学院,武汉430205

出　　处：《管理评论》2016年第2期93-102,共10页Management Review

基　　金：国家自然科学基金项目(71171092;71332001;71271095);湖北省高等学校优秀中青年科技创新团队计划资助项目(T201516)

摘　　要：移动优惠券具有巨大的商业价值,而实现其商业价值的关键是消费者的大量使用,国内缺乏对移动优惠券使用行为的相关研究。本文从个人特征和动机的视角构建理论模型探索了消费者移动优惠券使用意愿的影响因素。通过结构方程模型进行数据分析后发现,影响使用意愿的动机因素包括感知娱乐性、感知便利性和感知经济利益,其中感知娱乐性的相对影响最大,感知经济利益的相对影响最小。影响使用意愿的个人特征因素——个人创新性和个人优惠券倾向对使用意愿既有直接影响,也通过动机因素对使用意愿产生间接影响。Mobile couponshave great commercial value and their achievability depends on extensive use by consumer. Given that existing researches on the using behavior of mobile coupons is scarce, this paper constructs a model based on personal characteristics and motiva- tions to explore influencing factors of consumer＇ s usage intention of mobile coupons. Structural Equation Modeling analysis is conducted and the results indicate that motivation factors including perceived entertainment, perceived convenience and perceived economic benefit have significant impact on mobile coupon usage intention. Relatively, the effect of perceived enjoyment on usage intention is the largest, while that of perceived economic benefit is the smallest. Personal characteristics, namely personal innovativeness and coupon proneness both have not only direct impact on using intention, but also indirect impact on using intention through some motivation factors.

关 键 词：移动优惠券 个人特征 动机 使用意愿 

分 类 号：F713.5[经济管理—市场营销]