Digital coupons and Gen Z: An application of technology acceptance model with coupon proneness as a moderator
This study aimed to comprehend the perceptions and intentions of Generation Z consumers in India regarding the utilization of digital coupons, adopting the framework of the technology acceptance model. Through purposive sampling, 386 participants from Generation Z were selected to offer diverse pers...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2024-04-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19941/IM_2024_02_Pandey.pdf |