Title: Deal me in! Assessing consumer response to daily-deal sites

Authors: Kelty Logan; Laura Bright

Addresses: University of Colorado at Boulder, 478 UCB, Boulder, CO 80309, USA ' School of Journalism and Strategic Communication, The Bob Schieffer College of Communication, Texas Christian University, 2805 S. University Drive, Fort Worth, TX 76109, USA

Abstract: Daily-deal websites, such as Groupon and LivingSocial, have become increasingly popular in the USA. This research applies a theoretical model, the Theory of Planned Behaviour, to consumer use of daily-deal websites. An online survey was fielded among 502 US social media users. Structural equation modelling was used to test the proposed model. Consumers' attitudes towards the use of daily-deal sites, their perceptions regarding referent approval, and their self-confidence regarding their ability to use social media effectively all positively affect their intentions to use daily-deal sites. Neither brand consciousness nor advertising scepticism significantly affected attitude toward the use of daily deal sites, however information seeking behaviour did positively and significantly impact attitude. This suggests that consumers are open to trying new brands while at the same time wanting clear and concise information about the daily deal offer before making a purchase.

Keywords: interactive; theory of planned behaviour; TPB; daily-deal websites; Groupon; LivingSocial; mobile marketing; social media; consumer promotion; consumer response; structural equation modelling; SEM consumer attitudes; consumer perceptions; referent approval; self-confidence; intention to use; brand consciousness; advertising scepticism; information seeking behaviour; daily deals.

DOI: 10.1504/IJIMA.2014.066842

International Journal of Internet Marketing and Advertising, 2014 Vol.8 No.3, pp.161 - 180

Accepted: 16 Dec 2013
Published online: 24 Jan 2015 *

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