Influences of e-coupon marketing on consumer intentions to select a coffee shop among employees in Bangkok Metropolitan Area

With the rise of the internet native user in Generation Y, digital marketing not only plays an important role to retain customers but also capture new potential customers. Coffee shop businesses compete intensely to expand customer bases by focusing on the new generation. The traditional tool of a coupon is still a powerful promotion to attract attention; however, digital marketing transforms it in e-coupon as electronic formats continue to grow intensely.The purpose of this study is to understand relationships of positive and negative behaviors impacting intention to select a coffee shop. The Theory of Planned Behavior model is used to describe intention in terms of beliefs. In addition, it also analyzes usage of e-coupons to predict intentions. Data collection plans include conducting both exploratory research and descriptive research. Exploratory research aims to collect data from secondary resources and qualitative research to frame perceptual concept and significant attributes to form a questionnaire. Descriptive research aims to collect data by using both offline and online surveys. Surveys target employees aged between 22 to 31 years old with working experience from entry level to senior level in the Bangkok metropolitan area. Data is analysed using an SPSS program. The model was described in terms of frequency, means, standard deviation, one-way ANOVA, regression, T-test, and correlation.Respondents are familiar with coffee shops and tend to choose coffee shops which have promotional activities. In terms of the e-coupon experience, consumers use e-coupons for more consumption than non-users. Internet was the most effective means to communicate e-coupon promotion to increase trial and consumption rate. Smart phones and portable computers were the most popular means to access the internet and online sales promotions.