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

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  • Christino, Juliana Maria Magalhães
  • Silva, Thaís Santos
  • Cardozo, Erico Aurélio Abreu
  • de Pádua Carrieri, Alexandre
  • de Paiva Nunes, Patricia

Abstract

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.

Suggested Citation

  • Christino, Juliana Maria Magalhães & Silva, Thaís Santos & Cardozo, Erico Aurélio Abreu & de Pádua Carrieri, Alexandre & de Paiva Nunes, Patricia, 2019. "Understanding affiliation to cashback programs: An emerging technique in an emerging country," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 78-86.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:78-86
    DOI: 10.1016/j.jretconser.2018.10.009
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    1. Afonso Vieira, Valter & Agnihotri, Raj & de Almeida, Marcos Inácio Severo & Lopes, Evandro Luiz, 2022. "How cashback strategies yield financial benefits for retailers: The mediating role of consumers’ program loyalty," Journal of Business Research, Elsevier, vol. 141(C), pages 200-212.
    2. Xu, Lina & Roy, Abhijit, 2022. "Cashback as cash forward: The serial mediating effect of time/effort and money savings," Journal of Business Research, Elsevier, vol. 149(C), pages 30-37.
    3. Ata Allah Taleizadeh & Alireza Mahmoudzade Varzi & Hadi Akbarzadeh Khorshidi & Mahsa Noori-daryan, 2024. "Retail pricing, cashback and refund decisions in a supply chain with e-shop and direct channels," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(2), pages 140-163, April.
    4. Ameen, Nisreen & Shah, Mahmood Hussain & Sims, Julian & Choudrie, Jyoti & Willis, Robert, 2020. "Are there peas in a pod when considering mobile phone and mobile applications use: A quantitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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