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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