Testing the theory of planned behavior in determining intention to use digital coupon among university students

Due to its ease of use and convenience, the use of internet and online purchases have become a trend among the younger generation. The increase in online shopping also affect the use of digital coupon. To date, there have not been many studies to investigate the influence of digital coupon use in Ma...

Full description

Bibliographic Details
Main Authors:	Yakasai, Abu Bakar Mukhtar, Wan Jusoh, Wan Jamaliah
Format:	Article
Language:	English
Published:	ELSEVIER 2015
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/47410/ http://irep.iium.edu.my/47410/ http://irep.iium.edu.my/47410/1/47410_-_Testing_the_theory_of_planned_behavior.pdf

id	iium-47410
recordtype	eprints
spelling	iium-474102016-07-20T08:19:33Z http://irep.iium.edu.my/47410/ Testing the theory of planned behavior in determining intention to use digital coupon among university students Yakasai, Abu Bakar Mukhtar Wan Jusoh, Wan Jamaliah HF5410 Marketing. Distribution of products Due to its ease of use and convenience, the use of internet and online purchases have become a trend among the younger generation. The increase in online shopping also affect the use of digital coupon. To date, there have not been many studies to investigate the influence of digital coupon use in Malaysia. It is the aim of this study to investigate the factors that influence the use of digital coupon among University students in Kuala Lumpur. A survey method was adopted in this study. A structured questionnaire was developed and used in the data collection. The questionnaires were distributed among students of an International University in Kuala Lumpur. A total of 392 respondents participated in this survey. The findings from the regression analysis showed that all the independent variables explained 50 percent of the variance in intention to use digital coupon. Attitude is the strongest predictor and followed by subjective norm and perceived behavioral control. All the relationships were tested significant at 99 percent significant level. Theoretically, this study lends support to the theory of planned behavior in explaining intention to use digital coupon. From the managerial perspectives, marketing managers should device necessary strategies and tactics to create adequate awareness and convey effective messages about the benefits of digital coupon to consumers so that positive attitude could be developed into actual usage of digital coupon. Thus, the resources used for this type of sales promotion will be converted into an actual increase in sales and profitability for the companies. ELSEVIER 2015 Article PeerReviewed application/pdf en http://irep.iium.edu.my/47410/1/47410_-_Testing_the_theory_of_planned_behavior.pdf Yakasai, Abu Bakar Mukhtar and Wan Jusoh, Wan Jamaliah (2015) Testing the theory of planned behavior in determining intention to use digital coupon among university students. Procedia Economics and Finance , 31. pp. 186-193. ISSN 2212-5671 10.1016/S2212-5671(15)01145-4
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Yakasai, Abu Bakar Mukhtar Wan Jusoh, Wan Jamaliah Testing the theory of planned behavior in determining intention to use digital coupon among university students
description	Due to its ease of use and convenience, the use of internet and online purchases have become a trend among the younger generation. The increase in online shopping also affect the use of digital coupon. To date, there have not been many studies to investigate the influence of digital coupon use in Malaysia. It is the aim of this study to investigate the factors that influence the use of digital coupon among University students in Kuala Lumpur. A survey method was adopted in this study. A structured questionnaire was developed and used in the data collection. The questionnaires were distributed among students of an International University in Kuala Lumpur. A total of 392 respondents participated in this survey. The findings from the regression analysis showed that all the independent variables explained 50 percent of the variance in intention to use digital coupon. Attitude is the strongest predictor and followed by subjective norm and perceived behavioral control. All the relationships were tested significant at 99 percent significant level. Theoretically, this study lends support to the theory of planned behavior in explaining intention to use digital coupon. From the managerial perspectives, marketing managers should device necessary strategies and tactics to create adequate awareness and convey effective messages about the benefits of digital coupon to consumers so that positive attitude could be developed into actual usage of digital coupon. Thus, the resources used for this type of sales promotion will be converted into an actual increase in sales and profitability for the companies.
format	Article
author	Yakasai, Abu Bakar Mukhtar Wan Jusoh, Wan Jamaliah
author_facet	Yakasai, Abu Bakar Mukhtar Wan Jusoh, Wan Jamaliah
author_sort	Yakasai, Abu Bakar Mukhtar
title	Testing the theory of planned behavior in determining intention to use digital coupon among university students
title_short	Testing the theory of planned behavior in determining intention to use digital coupon among university students
title_full	Testing the theory of planned behavior in determining intention to use digital coupon among university students
title_fullStr	Testing the theory of planned behavior in determining intention to use digital coupon among university students
title_full_unstemmed	Testing the theory of planned behavior in determining intention to use digital coupon among university students
title_sort	testing the theory of planned behavior in determining intention to use digital coupon among university students
publisher	ELSEVIER
publishDate	2015
url	http://irep.iium.edu.my/47410/ http://irep.iium.edu.my/47410/ http://irep.iium.edu.my/47410/1/47410_-_Testing_the_theory_of_planned_behavior.pdf
first_indexed	2023-09-18T21:07:28Z
last_indexed	2023-09-18T21:07:28Z
_version_	1777411029661122560

Testing the theory of planned behavior in determining intention to use digital coupon among university students

Similar Items