With the development of social networking and mobile technologies, mobile coupons have become an important means for bricks-and-mortar merchants to build SOLOMO marketing mode. However, the success of this mode depends on users' forwarding and recommendation of coupons on the social network. Based on the framework of "redemption perception—redemption experience evaluation—behavioral intention", this paper aims to explore the impacting factors and mechanism of mobile-coupon users' intention to forward and recommend coupons. The results show that perceived coupon value, redemption satisfaction and flow have significantly positive impacts on the forwarding and recommendation intention. Perceived equality, perceived economic benefits and perceived system quality positively affect perceived coupon value and flow. Furthermore, perceived equality and perceived economic benefits also significantly have a positive impact on redemption satisfaction. Finally, we provide business strategies and measures to promote mobile coupons' transmission.%社交网络和移动技术的发展使移动优惠券成为实体商家构筑SOLOMO营销模式的重要手段,然而这种模式的成功与否取决于用户在社交网络转发推荐优惠券.文章基于"兑现感知——兑现体验评估——行为意向"的理论框架探索移动优惠券用户转发推荐优惠券的影响因素和机理.实证研究结果表明感知优惠券价值、兑现满意和流体验均显著正向影响转发推荐意愿,感知平等性、感知经济利益和感知系统质量均正向影响感知优惠券价值和流体验,感知平等性和感知经济利益也显著正向影响兑现满意.最后文章为服务提供商和商家促进用户转发推荐优惠券提供了建议和策略.
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