[q] the role moderating factors in mobile coupon adoption

8/12/2019 [Q] the Role Moderating Factors in Mobile Coupon Adoption

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T 2: P R

T 3:C V I C R

Variable Frequency (%) Variable Frequency (%)

GenderFemale

Male

374

407

48

52

LocationSelangor and KL

JohorSarawak

463

171147

59

2219

Household Income:

Under RM 2000

RM 2001 RM 4000RM 4001 RM 6000

RM 6001 RM 8000

RM 8001 RM 10000

RM 10001 and Above

331

216134

45

18

24

42

2817

6

2

3

Age

Under 18

19 to 2526 to 33

34 to 41

42 to 48

Above 50

31

482223

36

6

3

4.0

61.528.5

4.5

1.0

0.5

RaceMalay

ChineseIndianOthers

396

2757337

51

350905

Total Number of

Respondents

781 100


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T 824 , 82.4% ; 43 , . T

. F .M (91%) 1933 . 45% RM2000 RM6000.

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(S T 4) (H ., 2006). T . T 0.7500 0.8747. A 0.70 H .

(2006). T 0.6081 0.8443. A 0.50 (H ., 2006).

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C, S I . T 66.5 .P . P

( = 0.491) ( = 0.171), ( = 0.09), ( = 0.17). A( = 0.57) ( = 0.22) C ( = 0.21).

W . W SPSS .T 269 512 N . T . A SE M . H

. I 1.96( 95% ), .

F 2. S B

Perceived

Usefulness

PerceivedEase of Use

Compatibility

Personal

Innovativeness

Coupon

Proneness

Attitude

Behavioural

Intention

Perceived

Credibility

Social

Influence

0.1

0.11

0.000.

0.10

0.222

0.210

0.1


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T 5: R M E P C

H P E H PC

C

L PC

C

9 PUA S 0.385 7.789 0.4130 8.606

9 PEOUA A 0.221 4.137 0.114 2.072

9 S IBI S 0.168 4.195 0.345 1.433

9 ABI S 0.787 14.745 0.642 9.814

T 6: R M E V C

Hypothesis Path Effect High Value

Consciousness Customers

Low Value

ConsciousnessCustomers

t t

9a PUAttitude Strengthened 0.402 9.960 0.408 6.295

9b PEOUAttitude Strengthened 0.167 3.897 0.189 2.391

9c Social InfluenceBI Strengthened 0.256 6.732 0.241 3.615

9d AttitudeBI Strengthened 0.688 14.180 0.696 10.035

6.

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A. SI, PI, COM, A BI. S . B , . T .


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T 7: F

T 8: V

1 0.1 11. 0.001

2 0.11 .31 0.001

3 0.00 2.3 0.001

0.1 .3 0.001

0.10 .203 0.001

0.222 . 0.001

0.210 .0 0.001

0. 1.1 0.001

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B, E., T, P.K., C, W.(1988), "C : ", J C M,

V. 5 N.2, .3743.

B R., B H., .(1992). S : A , J C ,V.18, . 505518.

B K., S S. S., S R. K.(1997). C : A , J M R,N, 34, 4, . 517526.

B D. W., (2005). E : L, ,D D, M SU, M.

B, R.C., N, S. (1990). SP: C, M, S,PH, E C, NJ.

B, J., C, D. P., F,W. B. (1996). C :A , J AB R, 13, . 3140.

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D, S., B, A. (2005), "E :


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", , V. 81 N.4, .28391.

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), (2008).C M: S , D ://...////Q32008.

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[q] the role moderating factors in mobile coupon adoption

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