Is the Daily Deal Social Shopping?: An Empirical Analysis of Customer Panel Data (original) (raw)
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Deal me in! Assessing Consumer Response to Daily-deal Sites
International Journal of Internet Marketing and Advertising, 2014
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.
Consumers’ Motivations and Daily Deal Promotions
In the last years daily deal (dd) sites have become a substantial part of ecommerce scenario. Every day, for a limited time, such sites offer their subscribers, at very discounted prices, deals for products or services. Despite the worldwide success of daily deal sites, testified by articles in newspapers and magazines, there is an almost complete absence of academic research on this topic. The aim of this paper is to understand the consumers' drivers in online coupon buying. The study is exploratory in nature and authors have collected data by carrying out four synchronous online focus groups involving 21 participants and investigating five areas: level of awareness, perception area, social dimension, consumer behavior, and relationship with ecommerce. Respondents show a high level of awareness of daily deal sites. In the perceptive area, convenience emerges as the driving factor in coupon buying. As to the self-perception area, some ambivalences emerge between smartness and compulsive buying, highlighting also some dissatisfaction. The 'social dimension' is almost irrelevant, and as to consumer behavior, daily deal buying seems to be a kind of fashion. Consumers perceive the bargain side of the offer, behaving like "cherry pickers."
Daily deal shoppers: What drives social couponing*
Journal of Retailing and Consumer Services, 2017
Tuttavia, in fase di stesura finale, il lavoro è da attribuirsi a Marco Ieva per il paragrafo "Methodology, results and discussion" e "Limitations e future studies", a Francesca De Canio per il paragrafo "Literature review and hypothesis", a Cristina Ziliani per il paragrafo "Conclusions and implications" e congiuntamente a Francesca De Canio e Cristina Ziliani per il paragrafo "Introduction".
Deal or No Deal? Consumer Expectations and Competition in Daily Deals
2016
Daily deals have emerged as an integral part of the marketing mix for retail merchants and have enjoyed wide acceptance by consumers. However, there is considerable ambiguity about the effects of deals on brand evaluation, and resulting electronic word-of-mouth (eWOM). In this paper, we propose that the effects of deals on eWOM are contingent on merchant heterogeneity and whether consumers perceive merchants' marketing efforts as desperate. We empirically model the effects of daily deals on eWOM for restaurants in Washington DC over 13 months. Results show that price segment, age, and competitive deal intensity strongly moderate the effect of deals on resulting eWOM. We also show that deals have significant spillover effects on neighboring merchants who do not offer deals. We confirm these effects using three controlled lab experiments, where similar results are obtained without the possibility of deal redemption.
Local vs. Global social-couponing sites: a study of merchants’ satisfaction
Purpose of the paper: In recent years, an increasing number of small service providers (e.g., restaurants, spas) have decided to run social-couponing campaigns to enhance brand awareness, attract new customers and increase sales. However, few studies have been conducted to investigate merchants’ satisfaction with social couponing. More importantly, the results available are generally based on data collected from merchants that have run their social-couponing campaigns through the largest global daily-deals sites such as Groupon and LivingSocial. Nonetheless, in the past several years, new local white-label-deals sites have entered the market. The purpose of this paper is to examine whether merchants’ satisfaction with social-couponing campaigns is different when using a local daily-deals site instead of a global site. Methodology: This study is based on a cross-sectional design. Data were collected through two surveys conducted in the Italian context: the first among 157 Italian merchants that had used Groupon; the second among 106 merchants that sold their coupons through Kauppa, a local daily-deals site operating in six Italian provinces. Findings: The results demonstrate similar levels of overall satisfaction for the two samples. However, significant differences between merchants using Groupon and Kauppa emerged in relation to the drivers of their satisfaction. Research limits: it should be noted that this paper is based on the comparison of merchants’ perceptions from two daily-deals sites: Kauppa and Groupon. Practical implications: merchants may decide to use either a global or the local daily-deals site depending on the specific objectives they intend to achieve through the couponing campaign. Originality of the paper: The few studies about social couponing are based on data collected among merchants that have run their social-couponing campaigns through the largest, global daily deals sites. To the authors’ knowledge this is the first research involving a local daily deal site.
Journal of Interactive Marketing
Online group buying sites such as "Groupon" are one of the latest trends in internet retailing. Typically these sites offer local items at a discount, provided a minimum number of people agree to participate in the deal. In addition to highlighting the financial rewards of accepting the web offer, these group purchase sites also include information on: 1) the number of people who have already bought the deal, 2) whether a limit has been set on the number of purchasers, and 3) the amount of time before the deal expires.
Motivations, Limitations and Revenue Management Implications of Daily Deal Offerings
Journal of Tourism & Hospitality, 2014
This research makes several contributions. Firstly, it adds to the hospitality literature by focusing on suppliers' motivations, marketing impacts, and managerial implications of daily deal websites. According to service dominant logic, understanding customers' needs is essential for the success of any business [2]. Thus, from a practical point of view, it is important for the daily deal websites to understand the benefits and costs to their customers, namely the deal suppliers. Secondly, the debate about daily deals has to date drawn on the United States experience. Based on this evidence, it remains unclear whether daily deals positively impact suppliers' sales figures through, for example,
Economics of Daily-deal Websites: Advertising and Sampling Effects
2013
With the advent of Groupon.com in 2008, daily deal platforms have seen phenomenal growth. Surprisingly there is very sparse analytical research that has studied the economics of the daily deal platforms that they connect merchants to consumers. We develop a stylized two-period Stackelberg leader-follower game-theoretic model to analyze the strategic interaction between heterogeneous merchants and a daily-deal website. The monopolist daily deal website is revenue maximize. Merchants take into consideration the sampling, advertising and cannibalization effects when they decide participation and discount strategy on the daily-deal website. Our result shows the merchants offer higher discount rates on the daily deal website and less known merchants benefit more from offering deals on the daily deal website. Some of the merchants never offer a deal on the platform even if offering a deal on the platform is free.
Daily Deal Promotions: An Explorative Research on Consumers' Motivations in Italy
2012
In the last months the real and the virtual world have been shattered by a spreading phenomenon: the daily deal promotions. Daily deal (dd) sites offer every day for a limited time to their subscribers, at a very discounted price, a deal for a product or a service. Although the first Groupon deal goes back to 2008, in the US, and the financial value of the company has skyrocketed since then, there is a lack of academic research on this topic. The aim of this paper is to present the results of an explorative research conducted on Italian dd shoppers to understand the motivations behind the success of the phenomenon. The authors conducted four synchronous online focus groups on 21 participants deep investigating five areas: level of awareness, perceptive area, social dimension, consumer behavior, and relationship with e-commerce. Some brand-new data helped in achieving another goal of this paper: finding out how dds fit into the more general frame of e-commerce worldwide and in Italy....
Daily Deal Promotions: An Explorative Research on Consumers' Motivations in Italy
2012
In the last months the real and the virtual world have been shattered by a spreading phenomenon: the daily deal promotions. Daily deal (dd) sites offer every day for a limited time to their subscribers, at a very discounted price, a deal for a product or a service. Although the first Groupon deal goes back to 2008, in the US, and the financial value of the company has skyrocketed since then, there is a lack of academic research on this topic. The aim of this paper is to present the results of an explorative research conducted on Italian dd shoppers to understand the motivations behind the success of the phenomenon. The authors conducted four synchronous online focus groups on 21 participants deep investigating five areas: level of awareness, perceptive area, social dimension, consumer behavior, and relationship with e-commerce. Some brand-new data helped in achieving another goal of this paper: finding out how dds fit into the more general frame of e-commerce worldwide and in Italy....