상세정보

With the benefits of retaining existing users, a new form of mobile coupon, namely, the coupon package has been prevalent among online shopping platforms. Despite its value, it has not attracted enough attention from researchers. This research focuses on identifying the antecedents of users' repurchase intention towards the online coupon packages based on the value-intention framework. Results from 390 Chinese users indicate that perceived economic benefit, perceived enjoyment as benefit components, and perceived lock-in risk as sacrifice component significantly affect users’ perceived value, which further drives their repurchase intention towards the online coupon packages. In addition, the moderating effects of coupon proneness are observed.

Contents
Abstract	I
Tables and Figures	V

1.	Introduction	1
2.	Literature Review	5
2.1.	Coupon Packages and M-coupons	5
2.2.	Value-Intention Framework	10
3.	Research Model and Hypothesis Development	15
3.1.	Perceived Value and Repurchase Intention	16
3.2.	Benefit Components and Perceived Value	17
3.3.	Sacrifice Components and Perceived Value	19
3.4.	Moderating Effects of Coupon Proneness	23
4.	Research Method	25
4.1.	Instruments Design	25
4.2.	Data Collection	27
4.3.	Common Method Bias Testing	28
4.4.	Data Analysis Method	29
5.	Analysis Result	30
5.1.	Reliability and Validity Analysis	30
5.2.	Fundamental Assumption Test	32
5.3.	Hypothesis Testing	36
5.4.	Endogeneity Check	44
6.	Discussion and Conclusion	47
6.1.	Findings	47
6.2.	Implications	52
6.3.	Limitations and Future Research	54
References	56
Appendix A. Scales and Items	70