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 consumers' DoD shopping behaviour. DoD platforms could leverage Enjoyment to create a compelling value proposition for both consumer and merchant attraction and retention.

Daily deal shoppers: What drives social couponing? / Ieva, Marco; De Canio, Francesca; Ziliani, Cristina.. - In: JOURNAL OF RETAILING AND CONSUMER SERVICES. - ISSN 0969-6989. - 40(2018), pp. 299-303. [10.1016/j.jretconser.2017.03.005]

Daily deal shoppers: What drives social couponing?

IEVA Marco;ZILIANI Cristina.
2018

Abstract

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 consumers' DoD shopping behaviour. DoD platforms could leverage Enjoyment to create a compelling value proposition for both consumer and merchant attraction and retention.
Daily deal shoppers: What drives social couponing? / Ieva, Marco; De Canio, Francesca; Ziliani, Cristina.. - In: JOURNAL OF RETAILING AND CONSUMER SERVICES. - ISSN 0969-6989. - 40(2018), pp. 299-303. [10.1016/j.jretconser.2017.03.005]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11381/2824819
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