...Young Ha; Hyunjoo Im Purpose – The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral...

... store and are less likely to be affected by subjective norms. In contrast, Chinese consumers have stronger ethnocentric tendencies in hypermarket shopping behaviour than do Spanish consumers. Research limitations/implications – The coverage and components of the sample are limited. The convergent...