Daily deal shoppers: What drives social couponing?
F. De Canio and
Journal of Retailing and Consumer Services, 2018, vol. 40, issue C, 299-303
This paper contributes to the service marketing literature with a focus on deal-of-the-day (DoD) website shopping. The work explores drivers of adoption of DoD shopping among young consumers. We show that value conscious consumers are less oriented towards DoD while deal-prone consumers are more likely to purchase DoD. In contrast to previous research, which found that price savings are the main reason for coupon use, our study finds that Enjoyment plays a major role in young consumersâ€™ DoD shopping behaviour. DoD platforms could leverage Enjoyment to create a compelling value proposition for both consumer and merchant attraction and retention.
Keywords: Social couponing; Enjoyment; E-commerce; Promotion (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:40:y:2018:i:c:p:299-303
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