Article: Factors affecting mobile coupon acceptance through smartphone app Journal: International Journal of Business Information Systems (IJBIS) 2024 Vol.46 No.1 pp.140 - 164 Abstract: There will be more than 7.5 billion smartphone users around the world by the end of the year 2026 (Statista, 2022). The increase in smartphone sales in India has caused tremendous growth in the mobile commerce sector. Recent reports predict that by the year 2025, India will have the second-largest market globally in the m-commerce sector after China. This paper explores the factors that affect mobile coupon application acceptance among Indians by using the extended UTAUT2 model as a theoretical background. This study applied SEM modelling for analysing the data with AMOS 25 software. The price value, internal social influence, external social influence, perceived risk, performance expectancy, trust, personal innovativeness, hedonic motivation, and mobile self-efficacy significantly impacted the mobile coupon application acceptance. Inderscience Publishers - linking academia, business and industry through research

Title: Factors affecting mobile coupon acceptance through smartphone app

Authors: K.A. Asraar Ahmed; V.S. Damodharan; S. Kumaraperumal

Addresses: VIT-AP School of Business, VIT-AP University, G-30, Inavolu, Beside AP Secretariat Amaravati, Andhra Pradesh, 522237, India ' Abu Dhabi Vocational Education and Training Institute, Al Jazirah Institute of Science and Technology, Post Box No. 95005, Rabdan, Abu Dhabi, UAE ' Rajalakshmi School of Business, Chennai-Bangalore Highway, Chembarambakkam, Tamil Nadu, 600124, India

Abstract: There will be more than 7.5 billion smartphone users around the world by the end of the year 2026 (Statista, 2022). The increase in smartphone sales in India has caused tremendous growth in the mobile commerce sector. Recent reports predict that by the year 2025, India will have the second-largest market globally in the m-commerce sector after China. This paper explores the factors that affect mobile coupon application acceptance among Indians by using the extended UTAUT2 model as a theoretical background. This study applied SEM modelling for analysing the data with AMOS 25 software. The price value, internal social influence, external social influence, perceived risk, performance expectancy, trust, personal innovativeness, hedonic motivation, and mobile self-efficacy significantly impacted the mobile coupon application acceptance.

Keywords: mobile coupons; UTAUT2; structural equation modelling; SEM; AMOS; mobile apps; smartphone; India.

DOI: 10.1504/IJBIS.2024.138557

International Journal of Business Information Systems, 2024 Vol.46 No.1, pp.140 - 164

Received: 21 Feb 2022
Accepted: 01 Jul 2022
Published online: 12 May 2024 *

Title: Factors affecting mobile coupon acceptance through smartphone app

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