Doctoral Candidate: Ed Jennings

Committee Members:Jaclyn Krause, PhD, Chair

Kenneth Cromer, PhD, Committee MemberConnie Greiner, EdD, Committee Member

University of Phoenix School of Advanced Studies

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Researcher’s Background

Topic Background

Key Terms

Problem Statement

Significance of the Study

Research Questions

Theoretical Framework

Methodology

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Population

Results

Significance of the Study to Leadership

Recommendations for Future Research

Next Steps

References

Thank You

Questions and Answers

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Saturation of cell phones

The first coupon was introduced in 1894

41% of the food budget was spent on meals outside of the home

Restaurant Promotions

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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.

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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.

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This study is significant at the organizational and academic levels.

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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.

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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.

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Theory of Reasoned Action

Ajzen & Fishbein, 1980

Social Cognition Theory

Bandura, 1982

Technology Acceptance

Model

F. Davis, 1989

Theory of Planned Behavior

Ajzen, 1991

Model of Personal Computer Utilization

Thompson, Higgins, & Howell,

1991

Innovation Diffusion Theory

Rogers, 1995

Motivational Model

Ballerand, 1997

Intrusive Advertising

Edwards, Li & Lee, 2002

Unified Theory of Acceptance and Use Technology

Venkatesh, Morris, Davis, & Davis,

2003

Permission Based Marketing

Jayawardhena, et al.,

2009

Permission to Interact in the Mobile Space

Rohm & Sultan, 2006

Fear of Spam in Wireless Coupons

Dickinger & Kleijnen,

2008

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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

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Independent

Variable

Kendall tau-b Spearman Gamma

PE .547** .674** .615**

EE .478** .589** .538**

SI .409** .532** .461**

Opt-In .522** .658** .582**

Fear .048 .063 .054

-- P = .237 P = .256 P = .265

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

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Independent Variable Pearson Spearman

PE .682** .674**

EE .611** .589**

SI .512** .532**

Opt-In .680** .658**

Fear .040 .063

-- p = .459 p = .256

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

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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

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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

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Testing More Age Groups

Institutional Trust

Location, Time of Day and Search Based Coupons

Applied Research to a Corporate Chain

Creative Value Propositions

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Publish

Continue Teaching

Starting a Business – Be so good they can’t avoid you.

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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 Journal 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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