Intention to use mobile coupon among millennials consumer in UUM

Mobile marketing platform (such as mobile purchase and mobile coupon) relatively new in Malaysia, as compared to other Southeast Asia countries. Hence, little is known on how millennials perceived and behave towards mobile coupon. Guided with UTAUT model, the purpose of this research is to examine the relationship between performance expectancy, effort expectancy, social influence, facilitating conditions and intention to use mobile coupon among millennials consumer in UUM. Product
awareness is introduced as a mediator variable in the UTAUT model. The survey of 314 millennials analyzed by using SmartPLS indicated that the model is well accepted with reliable and valid instruments. The findings showed that performance expectancy, effort expectancy, social influence and facilitating conditions have significant relationship with intention to use. However, social influence was found to has a negative relationship towards intention to use. Besides, effort expectancy, social
influence and facilitating conditions have significant relationship towards product
awareness. Using sample of the study, product awareness mediates the relationship between performance expectancy and effort expectancy. Both theoretical and practical contributions of the study also discussed at the end of the thesis.