Abstract: The purpose of this study is to understand how
consumers react to a company's promotional offers with mobile
applications (APP) as premiums. This paper presents the results of an
experimental study where five features of APP were involved: the
cost (free/discounted) for earning APP, the relationship between APP
and the promoted product, the perceived usefulness, the perceived
ease of use, and the perceived playfulness of APP in the context of
light foods purchase. The results support that the above features,
except perceived ease of use, have substantial influences on
consumers' intention to adopt the APP. Among the five features, the
cost for earning APP has the most impact on the adopting intention
of APP. The study also found a positive influence of adopting
intention of APP on the consumer's purchase intention of the
promoted product. Thus, APP-based premiums may enhance the
consumer's purchase intention of a company's promoted products.