KOREASCHOLAR

CONSUMER E-DEAL PRONENESS: DOES ANTICIPATORY REGRET MODERATE?

Isaac Cheah, Anwar Sadat Shimul, Sean Lee, Kevin Teah, Ian Phau
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401123
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.551-558
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research aims to examine consumer e-deal proneness and anticipatory regret toward ‘daily deals’ offers from group buying websites. Data collected from a consumer panel yielded 787 useable questionnaires which were analysed through Structural Equation Modelling. The results suggest that the antecedents, namely price consciousness and susceptibility to interpersonal influence have a strong and positive influence with consumer attitudes towards e-deals. The results are validated across three different product categories (i.e., beauty, food, and travel). Consumers with favourable attitudes towards daily deals are more likely to purchase them. Furthermore, the results suggest no significant difference in consumers’ intention to buy daily deals when the consumer has to evaluate between high vs low regret circumstances. The findings suggested many practical lessons for planners of marketing strategy for the retail and e-commerce marketplace in an international context.

Keyword
e-daily dealstheory of planned behaviourprice consciousnessperceived valueattitude toward daily deals
Table Content
ABSTRACT
BACKGROUND
THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT
    Theory of Planned Behaviour
METHODOLOGY
    Survey instrument and sample
RESULTS
DISCUSSION
IMPLICATIONS
LIMITATIONS AND FUTURE RESEARCH
REFERENCE
Author
  • Isaac Cheah(Curtin University)
  • Anwar Sadat Shimul(Curtin University)
  • Sean Lee(Curtin University)
  • Kevin Teah(Curtin University)
  • Ian Phau(Curtin University)