Title: Key factors affecting customers' willingness to use mobile coupons in a restaurant setting

Authors: Tzong-Ru Lee; Chin-Yao Chen; Per Hilletofth; Yi-Hsiang Hsu

Addresses: Department of Marketing, National Chung Hsing University, Taichung, Taiwan ' Department of Marketing, National Chung Hsing University, Taichung, Taiwan ' Department of Industrial Engineering and Management, School of Engineering, Jönköping University, Jönköping, Sweden ' Department of Marketing, National Chung Hsing University, Taichung, Taiwan

Abstract: For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.

Keywords: key factors; mobile coupons; customers behaviour; willingness to use; restaurants; mobile advertising; m-advertising; restaurant marketing; price; customisation; promotion; entertainment; sending time.

DOI: 10.1504/IJMED.2014.069176

International Journal of Management and Enterprise Development, 2014 Vol.13 No.3/4, pp.248 - 260

Received: 18 Aug 2014
Accepted: 14 Feb 2015

Published online: 29 Apr 2015 *

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