 Clinching the deal: An empirical study of the drivers of diffusion of daily dealsFeihong Xia, Rabikar Chatterjee and R. Venkatesh Journal of Business Research, 2022, vol. 149, issue C, 824-832 Abstract: Daily deals, exemplified by proponents such as Groupon, Deals-for-Deeds and Pinduoduo, have been very popular across the globe among both online shoppers and businesses seeking to attract customers. A daily deal typically consists of a deep discount for a targeted group of shoppers valid for a single day. In this paper, we rely on the Rogers-Bass new product diffusion framework to delve into the adoption process of daily deals and untangle the drivers of adoption by analyzing a unique dataset we have scraped from Woot, an Amazon-owned daily deal website in the United States. Our results show that factors such as consumers’ prior experience with daily deals, time-of-day, and the price discount frame have a substantial quantifiable impact. Providing price discount information has a strong positive effect, in addition to just the deal price. We discuss managerial implications of the study and propose directions for future research. Keywords: Daily deals; Bass diffusion model; Pricing; Price discount; Social influence (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:149:y:2022:i:c:p:824-832 DOI: 10.1016/j.jbusres.2022.05.054 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.