Understanding affiliation to cashback programs: An emerging technique in an emerging country

Christino, Juliana Maria Magalhães, Silva, Thaís Santos, Cardozo, Erico Aurélio Abreu, Alexandre de Pádua Carrieri, and Patricia de Paiva Nunes

Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 78-86

Abstract: The growth and the popularity of online shopping have boosted the digital marketing and affiliate strategies. In order to detect the factors that drive consumers to join cashback programs, this paper proposes a conceptual model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). To the original model were added the constructs: Ease of Use, Personal Capacity, Perceived Risk, and Behavioral Aspects. The proposed model was effective explaining 67.2% of its variance. The results contribute to theoretical and empirical understanding on the intention to use and actual use of cashback programs, providing considerations for business.

Keywords: Cashback programs; UTAUT2; Digital marketing; Affiliate marketing (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:78-86

DOI: 10.1016/j.jretconser.2018.10.009

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