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

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.