An extended TAM for analyzing adoption behavior of mobile coupon

Authors:
Sudarsan Jayasingh;Uchenna Cyril Eze
Affiliations:
Swinburne University of Technology, Jalan Simpang Tiga, Kuching, Malaysia;Multimedia University, Jalan Ayer Keroh Lama, Melaka, Malaysia
Venue:
Proceedings of the 7th International Conference on Advances in Mobile Computing and Multimedia
Year:
2009

Citing 6
Cited 0

User acceptance of computer technology: a comparison of two theoretical models

Management Science
A Test of the Technology Acceptance Model: The Case of Cellular Telephone AdoptionLaku Chidambaram

HICSS '00 Proceedings of the 33rd Hawaii International Conference on System Sciences-Volume 1 - Volume 1
A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

Management Science
An Empirical Study of What Drives Consumers to Use Mobile Advertising in China

GPC-WORKSHOPS '08 Proceedings of the 2008 The 3rd International Conference on Grid and Pervasive Computing - Workshops
Mobile Multimedia Communications: Concepts, Applications, and Challenges

Mobile Multimedia Communications: Concepts, Applications, and Challenges
User acceptance of information technology: toward a unified view

MIS Quarterly

Quantified Score

Hi-index	0.00

Visualization

Abstract

This study based on the technology acceptance model (TAM) and presents an extended TAM that integrates social influence, compatibility, perceived credibility and coupon proneness construct into the TAM to analyzing adoption behavior of mobile coupons (MC). The proposed model was empirically tested using data collected from a survey of 824 consumers. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Social influence and compatibility plays a major role in influencing the intention to use mobile coupons. The results of these studies confirm that in the mobile technology context, traditional adoption models such as TAM could be applied but they need to be modified and extended in order to increase their prediction and explanation power.