THE ROLE OF INDIVIDUAL VALUES IN THE BEHAVIOR OF USING DISCOUNT COUPONS

The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) of the intention and the behavior of using online discount coupons, through UTAUT2 in the Brazilian context.

Design/methodology/approach

The survey was adopted with an instrument adapted from Yang (2010Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270. https://doi.org/10.1108/07363761011038338
https://doi.org/https://doi.org/10.1108/... ) and Christino et al. (2019Christino, J. M. M., Silva, T. S., Cardozo, É. A. A., & Lopes, A. G. R. (2019). Adoção de plataformas on-line de hospedagem compartilhada: um estudo do comportamento de uso do Airbnb. Turismo-Visão e Ação, 21(1), 165. http://dx.doi.org/10.14210/rtva.v21n1.p165-185
https://doi.org/http://dx.doi.org/10.142... ) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique.

Findings

The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated.

Research limitations/implications

The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research.

Practical implications

The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases.

Originality/value

The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.

Keywords:
Discount Coupon; UTAUT2; Technologies; Loyalty; Utility

Construct	Items
Performance Expectation (DU)	UPE1. I find it helpful to use discount coupons.
	UPE2. Use discount coupon allows me to spend less money on purchases.
	UPE3. Use discount coupons allow me to try new products and services.
Hedonic Motivation (DH)	HPE1. I enjoy shopping with discount coupons.
	HPE2. The discount coupons acquisition process is enjoyable.
	HPE3. Find discount coupons is interesting.
Efforts Expectancy (ESF)	EE1. My interaction with sites and discount apps is clear and understandable.
	EE 2. I find it easy to shop with coupons.
	EE3. It's easy for me to become skilled (a) in procurement mechanisms with discount coupons.
	EE4. Learning to use procurement mechanisms with discount coupons would be easy for me.
Social influence (SI)	SI1. People who influence my behavior think I use discount coupons.
	SI2. I would use discount coupons because of the proportion of my friends who use coupons.
	SI3. People who are important to me think I should use discount coupons.
Value (NPV)	FV1. Use discount coupons makes the value of goods and services better.
	FV2. Use discount coupons makes the best cost/benefit.
	FV3. The discount coupons offer a good discount.
Habit (BHA)	FH1. The use of discount coupons has become a habit for me.
	FH2. I am addicted to using discount coupons.
	FH3. I have need to use discount coupons.
	FH4. Use discount coupons became natural to me.
Facilitating Conditions (FAC)	FC1. I have access to the internet, computer or mobile phone to access websites and discount coupons applications.
	FC2. I have opportunity and knowledge to use sites and shopping apps with discount coupons.
	FC3. I have the knowledge needed for shopping discount coupons.
	FC4. I know sites that send discount coupons.
Intent (INT)	BI1. If there is opportunity, I intend to use discount coupons.
	BI2. I hope to continue using discount coupons.
	BI3. I plan to buy products with discount coupons.
Use Behavior (CPT)	UC1. Frequency of Use

Variable	Category	Qty	Percentage	Variable	Category	Qty	Percentage
Genre	Female	160	0.52	Education	High school	122	0.40
	Male	147	0.48		Bachelor	83	0.27
	Did not inform	2	0.01		Master / Doctorate	100	0.33
Total		309	1.00			305	1.00
Age Group	Up to 25 years	112	0.36	Family income	Less than 2.5 min. wage.	57	0.18
	26 to 35	91	0.29		2.5 to 5 min. wages.	101	0.33
	36 to 45	46	0.15		5 to 7 min. wages.	39	0.13
	46 to 55	37	0.12		7.5 min. wages or more	90	0.29
	Over 56 years	23	0.07		I prefer not to comment	22	0.07
Total		309	1.00			309	1.00

Variable	Cronbach's alpha	Reliability composed	Average Variance Extracted (AVE)
Parameter	0.7	0.7	0.5
DH	0.838	0.902	0.755
DU	0.843	0.905	0.762
ESF	0.892	0.925	0,756
FAC	0.863	0.917	0.786
HAB	0.920	0.943	0.806
INT	0.914	0.946	0.853
IS	0.876	0.924	0.802
VAL	0.906	0.941	0.842
UC	1.000	1.000	1.000

VL	DH	DU	ESF	FAC	HAB	INT	IS	UC	VAL
DH	0.869
DU	0.642	0.873
ESF	0.654	0.620	0.869
FAC	0.330	0.416	0.654	0.887
HAB	0.550	0.471	0.529	0.403	0.898
INT	0.619	0.720	0.632	0.526	0.515	0.923
IS	0.586	0.477	0.420	0.266	0.509	0.448	0.895
UC	0.415	0.430	0.485	0.454	0.661	0.462	0.366	1,000
VAL	0.589	0.664	0.685	0.485	0.503	0.661	0.446	0.416	0.917

Relationship	Original sample (O)	Sample mean (M)	Standard deviation	Statistics T (O/ STDEV\|)	P-values
DH → INT	0.163	0.164	0.050	3.283	0.001
DU → INT	0.377	0.377	0.066	5.714	0.000
FAC → INT	0.197	0.198	0.051	3.841	0.000
FAC → UC	0.193	0.193	0.042	4.587	0.000
HAB → INT	0.080	0.079	0.037	2.147	0.032
HAB → UC	0.541	0.542	0.051	10.674	0.000
INT → UC	0.082	0.080	0.041	1.985	0.047
VAL → INT	0.179	0.178	0.067	2.674	0.008
ESF → INT *	-0,003	-0.001	0.068	0.038	0.970
IS → INT *	0,000	0.002	0.039	0.012	0.990

Hypothesis	Relationship	Original sample	P-values	Meaningfulness
H1	DU → INT	0.377	0,000	1 per cent
H2	ESF → INT*	-0,003	0.970	Not
H3	IS → INT*	0,000	0.990	Not
H4a	FAC → INT	0.197	0,000	1 per cent
H4B	FAC → UC	0.193	0,000	1 per cent
H5	DH → INT	0.163	0.001	1 per cent
H6	VAL → INT	0.179	0.008	1 per cent
H7a	HAB → INT	0.080	0.032	5 per cent
H7B	HAB → UC	0.541	0,000	1 per cent
H8	INT → UC	0.082	0.047	5 per cent

Universidade Federal de Santa Maria Avenida Roraima nº 1000, Prédio 74C, Sala 4210 - Cidade Universitária - Centro de Ciências Sociais e Humanas (CCSH) - Universidade Federal de Santa Maria (UFSM), Cep: 97105-900, Tel: +55 (55) 3220-9242 - Santa Maria - RS - Brazil
E-mail: rea@ufsm.br

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[1] AUTHORS

1. Alice Chaves Institution: Universidade Federal de Santa Catarina, Centro Socioeconômico - CSE, Florianópolis, Santa Catarina, Brazil. Bachelor in Accounting by Federal University of Santa Catarina E-mail: chavesalice860@gmail.com ORCID: https://orcid.org/0000-0002-2733-0283