Ree C. Ho
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 analyzed through Structural Equation Modelling. The hypothesized relationships between attitude towards behavior, subjective norms, and perceived behavioral 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.
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Index Terms
- The Outcome Expectations of Promocode in Mobile Shopping Apps: An Integrative Behavioral and Social Cognitive Perspective
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