The role of individual values in the behavior of using discount coupons
DOI :
https://doi.org/10.5902/1983465942014Mots-clés :
Discount Coupon. UTAUT2. Behavior. Utility. Loyalty.Résumé
Purpose – The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) of the intention and the behavior of using online discount coupons, through UTAUT2 in the Brazilian context.
Design/methodology/approach – The survey was adopted with an instrument adapted from Yang (2010) and Christino et al. (2019) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique.
Findings – The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated.
Research limitations/implications – The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research.
Practical implications – The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases.
Originality/value – The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.
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