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Key factors affecting customers’ willingness to use mobile coupons in a restaurant setting
National Chung Hsing University, Taiwan.
National Chung Hsing University, Taiwan.
Högskolan i Jönköping, Tekniska Högskolan, JTH, Industriell organisation och produktion. Högskolan i Jönköping, Tekniska Högskolan, JTH. Forskningsmiljö Industriell produktion.
National Chung Hsing University, Taiwan.
2014 (engelsk)Inngår i: International Journal of Management and Enterprise Development, ISSN 1468-4330, E-ISSN 1741-8127, Vol. 13, nr 3/4, s. 248-260Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

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.

sted, utgiver, år, opplag, sider
InderScience Publishers, 2014. Vol. 13, nr 3/4, s. 248-260
Emneord [en]
key factors, mobile coupons, customers behaviour, willingness to use, restaurants, mobile advertising, m-advertising, restaurant marketing, price, customisation, promotion, entertainment, sending time
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-28145DOI: 10.1504/IJMED.2014.069176Scopus ID: 2-s2.0-84928986594Lokal ID: JTHIndustriellISOAI: oai:DiVA.org:hj-28145DiVA, id: diva2:860063
Tilgjengelig fra: 2015-10-09 Laget: 2015-10-09 Sist oppdatert: 2017-12-01bibliografisk kontrollert

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