购物者的数字交易寻求:开辟新领域

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2021-09-17 DOI:10.1080/10696679.2021.1931890

Stephanie T. Gillison, S. Beatty, William Magnus Northington

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引用次数: 1

摘要

摘要本文提出了数字交易寻求倾向（DDSP）的概念，并通过四项研究对其量表进行了评估和验证。数字交易寻求倾向是指个人在网上市场上使用数字技术寻找好的或公平的“交易或便宜货”的倾向。我们发现DDSP包括三个维度：广义在线交易寻求、在线储蓄平台使用和社交媒体交易寻求。基于结构和法理的有效性，量表被证明是有效的。此外，还确定了四个独特的数字交易寻求者细分市场。讨论了这些发现的理论和管理贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Shoppers’ digital deal seeking: Charting new territory

ABSTRACT In this paper, the concept of digital deal seeking propensity (DDSP) is developed and scales are assessed and validated across four studies. Digital deal seeking propensity is the individual’s tendency to use digital technologies in their search for good or fair “deals or bargains” in the online marketplace. We find that DDSP includes three dimensions: generalized online deal seeking, online savings platform use, and social media deal seeking. The scales prove to be valid based on construct and nomological validity. Further, four unique digital deal seeker segments are identified. The theoretical and managerial contributions of these findings are discussed.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.