Deal sites, in different forms, exist for more than a decade. 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.
|Title of host publication||Consumer Behavior, Organizational Strategy and Financial Economics : Proceedings of the 21st Eurasia Business and Economics Society Conference|
|Editors||Mehmet Huseyin Bilgin, Hakan Danis, Ender Demir, Ugur Can|
|Publisher||Springer Publishing Company|
|Publication status||Published - 2018|
|Event||EBES Conference - Budapest University of Technology and Economics (BME), Budapest, Hungary|
Duration: 12 Jan 2017 → 14 Jan 2017
Conference number: 21
|Location||Budapest University of Technology and Economics (BME)|
|Period||12/01/2017 → 14/01/2017|
|Series||Eurasian Studies in Business and Economics|
Bibliographical noteThe abstract of this conference paper was published in the book of abstracts in 2017; it had the same title.
- Deal Sites
- Unified Theory of acceptance and Use of Technology