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DETERMINANTS OF BEHAVIORAL INTENTION TO USE MOBILE COUPONS  IN CASUAL DINING RESTAURANTS

University of Phoenix School of Advanced Studies. DETERMINANTS OF BEHAVIORAL INTENTION TO USE MOBILE COUPONS  IN CASUAL DINING RESTAURANTS. Doctoral Candidate: Ed Jennings Committee Members: Jaclyn Krause, PhD, Chair Kenneth Cromer, PhD, Committee Member

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DETERMINANTS OF BEHAVIORAL INTENTION TO USE MOBILE COUPONS  IN CASUAL DINING RESTAURANTS

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  1. University of Phoenix School of Advanced Studies DETERMINANTS OF BEHAVIORAL INTENTION TO USE MOBILE COUPONS IN CASUAL DINING RESTAURANTS Doctoral Candidate: Ed Jennings Committee Members: Jaclyn Krause, PhD, Chair Kenneth Cromer, PhD, Committee Member Connie Greiner, EdD, Committee Member

  2. Agenda • Researcher’s Background • Topic Background • Key Terms • Problem Statement • Significance of the Study • Research Questions • Theoretical Framework • Methodology

  3. Agenda continued • Population • Results • Significance of the Study to Leadership • Recommendations for Future Research • Next Steps • References • Thank You • Questions and Answers

  4. Researcher’s Background

  5. Topic Background The first coupon was introduced in 1894 Saturation of cell phones 41% of the food budget was spent on meals outside of the home Restaurant Promotions

  6. Key Terms • Performance Expectancy (PE): The degree to which mobile coupons assist individuals in completing their goal of dining out while saving money. • Effort Expectancy (EE): The level of ease or difficulty in using a new technology. • Social Influence (SI): The belief that others who are important to them believe they should be using mobile coupons. • Opting-In (OI): A permission-based marketing tactic that asks users for permission to send something of value. • Fear of Spam (FS): Concern regarding Intrusive advertising delivered to a user’s cell phone. • Behavioral Intention (BI): The degree to which an individual plans to perform a behavior.

  7. Problem Statement General Problem: Less than one percent of traditional printed coupons are redeemed and little research exists on the behavioral intentions of consumers to use mobile coupons for restaurant purchases. Specific Problem Studied The behavioral intention of young adults to use mobile coupons for casual restaurant dining.

  8. Significance of the Study • This study is significant at the organizational and academic levels.

  9. Research Questions • RQ1: What is the relationship between performance expectancy and the behavioral intention to redeem mobile coupons in a casual dining restaurant environment? • Ho1: There is no relationship between performance expectancy and the behavioral intention to use mobile coupons in a casual dining restaurant environment. • Ha1: There is a relationship between performance expectancy and the behavioral intention to use mobile coupons in a casual dining restaurant environment. • RQ2: What is the relationship between effort expectancy and the behavioral intention to redeem mobile coupons in a casual dining restaurant environment? • Ho1: There is no relationship between performance expectancy and the behavioral intention to use mobile coupons in a casual dining restaurant environment. • Ha1: There is a relationship between performance expectancy and the behavioral intention to use mobile coupons in a casual dining restaurant environment. • RQ3: What is the relationship between social influence and the behavioral intention to redeem mobile coupons in a casual dining restaurant environment? • Ho3: There is no relationship between social influence and the behavioral intention to use mobile coupons in a casual dining restaurant environment. • Ha3: There is a relationship between social influence and the behavioral intention to use mobile coupons in a casual dining restaurant environment.

  10. Research Question continued • RQ4: What is the relationship between opting-in and the behavioral intention to redeem mobile coupons in a casual dining restaurant environment? • Ho4: There is no relationship between opting-in and the behavioral intention to use mobile coupons in the casual dining restaurant environment. • Ha4: There is a relationship between opting-in and the behavioral intention to use mobile coupons in the casual dining restaurant environment. • RQ5: What is the relationship between the fear of spam and the behavioral intention to redeem mobile coupons in a casual dining restaurant environment? • Ho5: There is no relationship between the fear of spam and the behavioral intention to use mobile coupons in the casual dining restaurant environment. • Ha5: There is a relationship between the fear of spam and the behavioral intention to use mobile coupons in the casual dining restaurant environment.

  11. Theoretical Framework

  12. Methodology Quantitative Cross Correlational study Measuring the Potential Relationships Between Five Antecedents and Behavioral Intention The Questionnaire Consisted of Tools From: Unified Theory of Acceptance and Use Technology, Opt-In and SPAM

  13. Methodology continued

  14. Results

  15. Results continued

  16. Results continued Independent Variable Correlations with Behavioral Intention from Kendall Tau-b, Spearman, and Gamma tests Note. ** Correlation is significant at the .001 level. n = 328. Note 2: The probability value was compared to the alpha value established at .05 to determine whether the null hypothesis was accepted or rejected

  17. Results continued Independent Variable Correlations with Behavioral Intention from Pearson and Spearman tests Note. ** Correlation is significant at the .001 level. n = 328. Note 2: The probability value was compared to the alpha value established at .05 to determine whether the null hypothesis was accepted or rejected

  18. Results continued • The results using Spearman, Gamma and Kendall tau-b were consistent and compared to Pearson’s Correlation • Tests were selected and appropriate for non-normalized data • The Spearman Correlation was used to determine whether a relationship existed and the strength of the relationship between the independent variable and dependent variable

  19. Results continued • A significant positive relationship exists between performance expectancy and behavioral intention • A significant positive relationship exists between effort expectancy and behavioral intention • A significant positive relationship exists between social influence and behavioral intention • A significant positive relationship exists between Opt-In and behavioral intention • No relationship existed between fear of spam an behavioral intention

  20. Significance of the Results to Leadership

  21. Recommendations for Future Research • Testing More Age Groups • Institutional Trust • Location, Time of Day and Search Based Coupons • Applied Research to a Corporate Chain • Creative Value Propositions

  22. Next Steps Publish Continue Teaching Starting a Business – Be so good they can’t avoid you.

  23. Thank You

  24. References • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Retrieved from http://people.umass.edu/aizen/tpb.html • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall. • Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122-147. doi:10.1037/0003- 066X.37.2.122 • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339. doi:10.2307/249008 • Dickinger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23-39. doi:10.1002/dir.20115 • Edwards, S., Li, H., & Lee, J. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. doi:10.1080/00913367.2002.10673678 • Jayawardhena, C., Kuckertz, A., Karjaluoto, H., & Kautonen, T. (2009). Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing, 43(3/4), 473-499. doi:10.1108/03090560910935541 • Rogers, E. (1995). Diffusion of innovations. New York, NY: Free Press. • Rohm, A., & Sultan, F. (2006). An exploratory cross-market study of mobile marketing acceptance. International Journal of Mobile Marketing, 1(1), 2-10. Retrieved from http://www.mmaglobal.com/resources/international-journal- mobile-marketing • Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal computing: Toward a conceptual model of utilization. MIS Quarterly, 15(1), 124-143. Retrieved from http://www.misq.org • Tsang, M., Ho, S., & Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International J ournal of Electronic Commerce, 8(3), 65-78. Retrieved from http://www.ijec-web.org/ • Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic motivation. Advances in Experimental Social Psychology, 29(1), 271-360. doi:10.1016/S0065-2601(08)60019-2 • Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. Retrieved from http://www.misq.org

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