Please use this identifier to cite or link to this item:
http://hdl.handle.net/1843/60145| Type: | Artigo de Periódico |
| Title: | Understanding affiliation to cashback programs: an emerging technique in an emerging country |
| Authors: | Juliana Maria Magalhães Christino Thaís Santos Silva Erico Aurélio Abreu Cardozo Alexandre de Pádua Carrieri Patricia de Paiva Nunes |
| Abstract: | The growth and the popularity of online shopping have boosted the digital marketing and affiliate strategies. In order to detect the factors that drive consumers to join cashback programs, this paper proposes a conceptual model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). To the original model were added the constructs: Ease of Use, Personal Capacity, Perceived Risk, and Behavioral Aspects. The proposed model was effective explaining 67.2% of its variance. The results contribute to theoretical and empirical un- derstanding on the intention to use and actual use of cashback programs, providing considerations for business. |
| Subject: | Marketing na Internet Comércio eletrônico |
| language: | eng |
| metadata.dc.publisher.country: | Brasil |
| Publisher: | Universidade Federal de Minas Gerais |
| Publisher Initials: | UFMG |
| metadata.dc.publisher.department: | FCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVAS |
| Rights: | Acesso Restrito |
| metadata.dc.identifier.doi: | 10.1016/j.jretconser.2018.10.009 |
| URI: | http://hdl.handle.net/1843/60145 |
| Issue Date: | 2019 |
| metadata.dc.url.externa: | https://www.sciencedirect.com/science/article/pii/S0969698918305836 |
| metadata.dc.relation.ispartof: | Journal of Retailing and Consumer Services |
| Appears in Collections: | Artigo de Periódico |
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