Perceptions of mobile coupons: A cross-national study

Abstract

This study investigates cross-national differences between young consumers’ intentions to use mobile coupons and their attitudes towards SMS coupons. A survey was conducted for collecting data from the universities in the US, Korea and Taiwan. The convenience samples consisted of 171 American, 154 Korean and 198 Taiwanese students. The results reveal that young American consumers’ acceptance of mobile coupons is influenced by perceived control and brand value. Young Korean and Taiwanese consumers’ intentions to use mobile coupons are mainly affected by the economic value of the coupons. The convenience of mobile coupons allows international advertisers to distribute mobile coupons in Asian markets without the need for setting up an elaborate redemption system. In the US, opting into mobile marketing services should be less restrictive and easy to terminate. In Asia, issuing mobile coupons for group use is a tactic to get young Asian consumers to interact with the brand.