Understanding affiliation to cashback programs: an emerging technique in an emerging country
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Universidade Federal de Minas Gerais
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Artigo de periódico
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Membros da banca
Resumo
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.
Abstract
Assunto
Marketing na Internet, Comércio eletrônico
Palavras-chave
Cashback programs, UTAUT2, Digital marketing, Affiliate marketing
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Endereço externo
https://www.sciencedirect.com/science/article/pii/S0969698918305836