The Influence of Perceived Value and Perceived Risk on Purchase Intentions for Mobile Coupons

Abstract

Thesis title: The Influence of Perceived Value and Perceived Risk on Purchase Intentions for Mobile Coupons Author’s name: Yi Syuan Li Advisor’s name: Huei Ting Tsai Department and college: Business Administration Department National Cheng Kung University The purpose of this research is understanding mobile coupon whether to change customer purchase intention with sales promotion intensity non-price promotion type brand awareness and perceived price and perceived risk I hope that I can dedicate this research to realize and demonstrate the relevant academic contributions of kinds of result that when customer purchase promoted-products with using mobile coupons In the past there are few kinds of research conducted about the perceived value to affect purchase intention particularly customer using mobile coupons In addition there is lack of research to talking about mobile coupon in recent year However as consumer more and more relay on mobile device and the Internet in their daily life the mobile coupon becomes more and more important and crucial for purchasing process and decision making of the consumer According to these reasons in this research will focus on what is the most important factors affect purchase intention when customer using mobile coupons to buy something product was promoted According past researches about promotion of marketing fields especially coupon in the part of promotion researched I set several variables in my structure my independent variables are sales promotion intensity non-price type perceived price brand awareness; and mediation variables are perceived value and perceived risk and dependent variable is purchase intention In my research those survey was conducted in the form of online questionnaires and the research conclusions were obtained in 357 valid questionnaires during the period In my data all of the data made up of young people who are highly Internet users (including students and white-collar workers) Therefore in the result will focus on young people who use to using mobile coupons to buy products The result of my study shows that four variables have a significant positive impact on the perceived value then have a significant positive impact on the purchase intention The sales promotion intensity of mobile coupons has a positive impact on perceived value and purchase intention; non-price type of mobile coupons have a positive impact on perceived value and purchase intention; brand awareness has a positive effect on perceived value and purchase intention However brand awareness has no significant effect on perceived risk Perceived prices have a positive impact on perceived value and purchase intention In the testing of mediation variables perceived value has a positive impact on the sales promotion intensity to purchase intention which means perceived value is a full mediation variable in these relationship; non-price type of promotion has a positive impact on the purchase intention which means perceived price is a partial mediation variable in these relationship; in the relationship within brand awareness and purchase intention perceived value has a positive impact which means perceived value is a partial mediation in this relationship; and perceived value in perceived price and purchase intention perceived value has a positive impact which means perceived value is a partial mediation variable in this relationship However it is no significant positive influence with perceived risk to mobile coupons On the whole the most important factor – perceived value will affect the willingness of the consumer to use the mobile coupon through the purchasing process For manufactures perceived price is one of the most important factors affecting brand value Using mobile coupons make consumers feel that the coupons have high value Therefore it is believed that the value of the products is higher For the consumer the brand awareness will be a factor that affect consumer purchase intention during the purchase decision process And when the brand awareness is higher that is the impression of brand in consumer’s mind will be more stronger so consumer will increase their willingness to using mobile coupon When they purchase promoted-products In the result when the consumer uses the mobile coupon the consumer who has the most influence on the purchase will convince the mobile coupon that has value for the consumer In addition perceived risk may decrease the willingness of the consumer to purchase promoted-products with mobile coupon However due to the customer who is high-level internet users fully understand how to use the internet to get the mobile coupon and know how to protect their private information perceived risk not to be seen as crucial affect when consumer purchase promoted-products with using the mobile coupon That is to say brand or firm need to realize how to set the promotion strategy with mobile coupon to shorten the distance of customer between brand so that firm can get more benefit such as enhancing brand awareness increasing perceived value and purchase intention About Managerial Contribution I have three points One is mobile coupon can increase consumer purchase intention so mobile coupon can use for promotion strategy Seconds Retailers should consider how to use mobile coupons as a promotional strategy in conjunction with brand awareness Final Think about how to increase brand awareness from promotion activities and enhance perceived value of mobile coupon so that the brand can effectively operate for a long time

Date of Award	2019
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)