中文摘要：

基于效价理论和调节定向理论,探讨了消费者调节定向和从众行为对移动优惠券使用意愿的主要影响因素。通过使用Smart PLS建立结构方程模型并对问卷调查数据进行了分析。研究结果表明,消费者的感知收益和感知努力显著影响移动优惠券使用态度,促进定向增强感知收益对态度的正向作用,防御定向增强感知努力对态度的反向作用。使用态度和从众行为均能增强消费者移动优惠券的使用意愿。

英文摘要：

Drawing on the theory of valence framework and regulatory focus theory,this study identified main factors affecting behavioral intention of using mobile coupons.We conducted data analysis with structural equation modeling method by useing SmartPLS.The findings indicated that both perceived benefits and perceived efforts have impacts on attitude to use mobile coupons.Promotion focus enhances the positive impact produced by perceived benefits on attitude.Prevention focus enhances the negative impact produced by perceived efforts on attitude.Positive attitude and imitating others determine behavioral intention of using mobile coupons.