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BIBTEX RIS

Understanding affiliation to cashback programs: An emerging technique in an emerging country

2018; Elsevier BV; Volume: 47; Linguagem: Inglês

10.1016/j.jretconser.2018.10.009

1873-1384

Juliana Maria Magalh�ães Christino, Thaís Santos Silva, Érico Aurélio Abreu Cardozo, Alexandre de Pádua Carrieri, Patricia de Paiva Nunes,

Customer Service Quality and Loyalty

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 understanding on the intention to use and actual use of cashback programs, providing considerations for business.