Abstract
This study deals with the influencing factors for satisfaction of mobile coupon service. Thus researcher examined a structural equation modeling methodology of the path within word of mouth, satisfaction, and other exogenous variables (economic value, trust, joyfulness, innovativeness). As a result of this study, mobile coupon users understand the characteristics of basic coupon concept, and First, it was confirmed that the economic value, innovativeness affected user`s trust for coupon service and joyfulness for using coupon. Second, it was confirmed that trust and joyfulness affected user`s satisfaction and word of mouth activities. Moreover, this paper`s contribution point is the proposes of the one of the post adoption model with the quantitative study of the industrial development stages of current various mobile coupon application.
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