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Lu, Yifu accepted thesis 04-30-14 Su 14.pdf (2.64 MB)
ETD Abstract Container
Abstract Header
College Students' E-Coupon Search Behavior: A Theory of Planned Behavior Perspective
Author Info
Lu, Yifu
Permalink:
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1398916048
Abstract Details
Year and Degree
2014, Master of Science (MS), Ohio University, Journalism (Communication).
Abstract
This thesis examined the theory of planned behavior in e-coupon searching scenario for college students. A survey was conducted to investigate that associations between e-coupon search intention and multiple variables of interest. Results indicate that college consumers' e-coupon search intention is positively correlated to perceived behavior control for e-coupon search. This thesis also explored the relationship between e-coupon search intention and product involvement level; no significant difference of e-coupon search intention was found between high and low involvement product categories. It was also discovered that e-coupon search intention is not related to age, year of college, and gender among college students.
Committee
Jatin Srivastava (Committee Chair)
Hong Cheng (Committee Member)
Craig Davis (Committee Member)
Pages
73 p.
Subject Headings
Journalism
;
Marketing
Keywords
the theory of planned behavior
;
college student
;
e-coupon
;
coupon
;
brand loyalty
;
product involvement
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Citations
Lu, Y. (2014).
College Students' E-Coupon Search Behavior: A Theory of Planned Behavior Perspective
[Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1398916048
APA Style (7th edition)
Lu, Yifu.
College Students' E-Coupon Search Behavior: A Theory of Planned Behavior Perspective.
2014. Ohio University, Master's thesis.
OhioLINK Electronic Theses and Dissertations Center
, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1398916048.
MLA Style (8th edition)
Lu, Yifu. "College Students' E-Coupon Search Behavior: A Theory of Planned Behavior Perspective." Master's thesis, Ohio University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1398916048
Chicago Manual of Style (17th edition)
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Document number:
ohiou1398916048
Download Count:
1,193
Copyright Info
© 2014, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.