Title: Promocode: an examination of the outcome expectations in shopping apps

Authors: Ree C. Ho; Ali Shafiq

Addresses: Faculty of Business and Law, Taylor's University, 1, Jalan Taylors, 47500 Subang Jaya, Selangor, Malaysia ' Faculty of Business and Law, Taylor's University, 1, Jalan Taylors, 47500 Subang Jaya, Selangor, Malaysia

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.

Keywords: promocode; mobile commerce; shopping app; self-efficacy; hedonic outcome expectation; utilitarian outcome expectation; promotional discount.

DOI: 10.1504/IJEMR.2021.114243

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.2, pp.111 - 132

Received: 07 Oct 2018
Accepted: 19 Feb 2019
Published online: 15 Apr 2021 *

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