Modeling E-Coupon Proneness as a Mediator in the Extended TPB Model to Predict Consumers' Usage Intentions
Modeling E-Coupon Proneness as a Mediator in the Extended TPB Model to Predict Consumers' Usage Intentions
Mei‐Fang Chen,Ting-Yi Lu
2011 · DOI: 10.1108/10662241111176344
Internet Research · 63 Citations
TLDR
An extended theory of planned behavior (TPB) research model which further includes consumers' e‐coupon proneness as a mediator is built in this study to predict consumers' usage intentions of e-coupons.