Promocode: an examination of the outcome expectations in shopping apps

Ree C. Ho and Ali Shafiq

International Journal of Electronic Marketing and Retailing, 2021, vol. 12, issue 2, 111-132

Abstract: This study examined consumer's expectation on the usefulness of promocode within the shopping apps. Consumers learned about the availability of promocode from searching, media exposure and their collaboration with other consumers. Hence, there is a need to investigate the influence of the social cognitive elements in achieving sales via promocode. This study developed an integrative framework, which combined both theory of planned behaviour and social cognitive theory to examine the underlying factors in the use of promocode. A sample of 266 consumers was surveyed through questionnaire. Their responses were analysed through structural equation modelling. The hypothesised relationships between attitude towards behaviour, subjective norms, and perceived behavioural control mediated the linkages of self-efficacy and outcome expectations to the adoption of the promocode. These results showed that social cognitive outcome expectations and self-efficacy explain consumer's competent use of promocode available in the shopping apps. This study provided an integrative framework in predicting the use of promocode in shopping apps. It also explained the use of promocode from consumer cognitive perspective.

Keywords: promocode; mobile commerce; shopping app; self-efficacy; hedonic outcome expectation; utilitarian outcome expectation; promotional discount. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=114243 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:12:y:2021:i:2:p:111-132

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().