Using the decomposed theory of planning behavioural to analyse consumer behavioural intention towards mobile text message coupons

Abstract

Abstract The rapid development and expansion of the global mobile phone market have made mobile phones another vital marketing communication channel, next to electronic and print media. Sending discount coupons through mobile phone text messages or short message service (m-coupons) has become the latest sales promotion trend for companies. As such, the factors influencing attitude and behavioural intention of consumers using m-coupons is worth studying. The present study uses the decomposed theory of planned behaviour proposed by Taylor and Todd (1995) to analyse the attitude and behavioural intention of consumers towards m-coupons, using the said theory to understand the validity of each construct. Results of the study discovered that the decisive or crucial factors influencing the behaviour and intention of consumers in using m-coupons are attitude and perceived behavioural control, while subjective norms are not evident. The perceived usefulness under ‘behavioural attitude’ has a big effect on behavioural attitude; the influence of the primary group under ‘subjective norms’ was also evident, while self-efficacy under ‘perceived behavioural control’ is the most significant influential factor.