Investigation of the factors affecting consumers' intesion to use e-coupons

Consumers generally want to get the best product at the most affordable price in their purchase of goods and services. Businesses, on the other hand, use many tools such as advertising, sales enhancement and personal sales to persuade consumers to use their preferences for their own products. One of the methods that businesses use to create a long-term customer portfolio by examining the factors that affect consumers' purchasing decisions from various angles is to provide consumers with the opportunity to use coupons. In this study, it is aimed to examine the factors affecting the behavior of using e-coupons from sales promotion activities. E-coupons are a sales development tool that can be accessed and controlled on the internet. Consumers can easily get e-coupons whenever they want by surfing private websites or using search engines. For the e-retailer, the store atmosphere is an important marketing element, which both helps to gain a competitive advantage and plays a role in keeping the customer on the site and shaping the customer's final decision regarding the site. The data collected by a survey company that provides professional data collection service was evaluated by applying regression analysis. As a result of the analysis, it was found that perceived money savings, subjective norms, perceived value, personal innovativeness in information technologies positively affect the intention to use coupons in the future.The results of the study are expected to contribute to academic literature and practitioners. Keywords: E-coupon, E-coupon preference, Coupon usage