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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.
Jönköping University, School of Engineering, JTH, Industrial Engineering and Management. Jönköping University, School of Engineering, JTH. Research area Industrial Production.
National Chung Hsing University, Taiwan.
2014 (English)In: International Journal of Management and Enterprise Development, ISSN 1468-4330, E-ISSN 1741-8127, Vol. 13, no 3/4, 248-260 p.Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
InderScience Publishers, 2014. Vol. 13, no 3/4, 248-260 p.
Keyword [en]
key factors, mobile coupons, customers behaviour, willingness to use, restaurants, mobile advertising, m-advertising, restaurant marketing, price, customisation, promotion, entertainment, sending time
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-28145DOI: 10.1504/IJMED.2014.069176Scopus ID: 2-s2.0-84928986594Local ID: JTHIndustriellISOAI: oai:DiVA.org:hj-28145DiVA: diva2:860063
Available from: 2015-10-09 Created: 2015-10-09 Last updated: 2015-10-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf