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Promocode: an examination of the outcome expectations in shopping apps

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  • Ree C. Ho
  • Ali Shafiq

Abstract

This study examined consumer's expectation on the usefulness of promocode within the shopping apps. Consumers learned about the availability of promocode from searching, media exposure and their collaboration with other consumers. Hence, there is a need to investigate the influence of the social cognitive elements in achieving sales via promocode. This study developed an integrative framework, which combined both theory of planned behaviour and social cognitive theory to examine the underlying factors in the use of promocode. A sample of 266 consumers was surveyed through questionnaire. Their responses were analysed through structural equation modelling. The hypothesised relationships between attitude towards behaviour, subjective norms, and perceived behavioural control mediated the linkages of self-efficacy and outcome expectations to the adoption of the promocode. These results showed that social cognitive outcome expectations and self-efficacy explain consumer's competent use of promocode available in the shopping apps. This study provided an integrative framework in predicting the use of promocode in shopping apps. It also explained the use of promocode from consumer cognitive perspective.

Suggested Citation

  • Ree C. Ho & Ali Shafiq, 2021. "Promocode: an examination of the outcome expectations in shopping apps," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 12(2), pages 111-132.
    • Handle: RePEc:ids:ijemre:v:12:y:2021:i:2:p:111-132
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    Cited by:

    1. Ree Chan Ho & Muslim Amin, 2023. "Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 585-598, September.

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