Impact of UTAUT/UTAUT2 motives on intention to use deal sites

Groupon's acquisition of LivingSocial signals consolidation of deal sites. Although the industry is mature, there is only a limited number of papers investigating deal sites adoption and use from a customer perspective. Most of the research published on the topic is rather exploratory than using existing theories. The unified theory of acceptance and use of technology (UTAUT) is an information systems theory that explains adoption and continued usage behavior. There already exists the second version of the theory. The aim of this research is to test if UTAUT and UTAUT2 motives influence intention to use deal sites. As it is a preliminary study, only four core UTAUT and core seven UTUAT2 (a superset of UTAUT) motives are investigated, not factors moderating the core motives. Data were collected in Denmark, and they are analyzed using multiple linear regression. Considering only UTAUT motives, only performance expectancy was found to significantly influence intention to use deal sites. Considering UTAUT2 motives, besides performance expectancy, also price value, and habit were found to significantly influence intention to use deal sites. The two additional factor increase R2 from .48 to .53.