DIGITAL COUPON ACCEPTANCE AMONG UNIVERSITI UTARA MALAYSIA STUDENTS: AN APPLICATION OF THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY

Abstract

This study investigates the factors influencing digital coupon acceptance among university students at Universiti Utara Malaysia (UUM) by utilising the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework. Key constructs such as performance expectancy, effort expectancy, social influence, and facilitating conditions are examined. As digital technology transforms marketing strategies, digital coupons have gained popularity for their ability to offer personalised and accessible discounts. Despite their advantages, limited research has explored the factors influencing students' usage behaviours and perceptions toward digital coupons. The study employs a quantitative research design using a questionnaire as a research instrument that was disseminated electronically to gather data on performance expectancy, effort expectancy, social influence, facilitating conditions, and behavioural intention regarding digital coupon use. Findings reveal that UUM students perceive digital coupons positively, noting their usefulness, ease of use, and social endorsement. Gender differences in usage intentions were also explored, contributing to a nuanced understanding of digital coupon acceptance. The insights from this study offer valuable implications for marketers, retailers, and educators in promoting effective digital marketing strategies in the evolving landscape of consumer behaviour.