Open AccessUnderstanding the determinants of digital shopping features: The role of promo code on customer behavioral intention
Author(s) -
Qais Hammouri,
Asmahan M. Altaher,
Jassim Ahmad Al-Gasawneh,
Ahmad A. Rabaa’i,
Abdalrazzaq Aloqoo,
Heba Khataybeh
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.4.009
Subject(s) - context (archaeology) , brand image , code (set theory) , usability , psychology , control (management) , advertising , structural equation modeling , technology acceptance model , computer science , business , human–computer interaction , artificial intelligence , geography , machine learning , archaeology , set (abstract data type) , programming language
This paper empirically identifies the predictors influencing the use of promo code in Jordan. This research extended TAM and TBP models with perceived enjoyment and brand image in the context of digital shopping features. The study utilized 379 surveys distributed in Jordan and analyzed the data using SEM. Findings of this study confirmed the proposed model, where brand image, perceived enjoyment, perceived behavior control and social influence significantly predict customers behavioral intention to use promo code with an R2 = 59%. The model of this study also supported the role of perceived ease of use and social influence in predicting brand image. Discussion and conclusion are depicted at the end of this paper.