Distributing discount coupons through mobile phone text messages or application-based has become the latest promotional strategies of many companies. Mobile coupons present an exciting new opportunity to target consumers with highly customized offers. Research on the factors influencing attitude and behavioural intention of consumers using m-coupons is scanty. This study uses the Technology Acceptance Model (TAM) as the underpinning model to analyze the attitude and behavioural intentions of consumers towards m-coupons. This modified model is empirically tested, using data collected from 781 respondents. The results suggest that our proposed model could explain about 66.5% of the variance in customers’ intentions to use the mobile coupons. The results of these studies confirm that in the mobile technology context, traditional adoption models such as TAM could be applied but they need to be modified and extended in order to increase their robustness and relevance to the context. The results of the study shows that perceived usefulness, perceived easy of use, perceived credibility, compatibility and social factor influence the behaviour and intention of consumers in using m-coupons.