Global Marketing Conference 2020 Global Marketing Conference at Seoul (p.551-558)

CONSUMER E-DEAL PRONENESS: DOES ANTICIPATORY REGRET MODERATE?

키워드 :
e-daily deals,theory of planned behaviour,price consciousness,perceived value,attitude toward daily deals

목차

ABSTRACT
BACKGROUND
THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT
   Theory of Planned Behaviour
METHODOLOGY
   Survey instrument and sample
RESULTS
DISCUSSION
IMPLICATIONS
LIMITATIONS AND FUTURE RESEARCH
REFERENCE

초록

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.