Click here to download

Author/s: Francesca De Canio, Marco Ieva, Cristina Ziliani 
Year:  2017 Issue: Language: English 
Pages:  23 Pg. 99-121 FullText PDF:  486 KB
DOI:  10.3280/MC2017-002006
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 

Availability of a growing number of devices for information searching and purchasing online is affecting consumer habits and company strategies. This paper investigates device usage patterns in the online Deal of the Day (DoD) shopping process. The study employs a cluster analysis of respondents based on their device usage. Four clusters emerge and are profiled by means of a benefits and costs approach based on demographic and psychographic characteristics. Multi-device behaviours for information search and DoD purchasing and multi-device behaviours are found to be dominant. Smartphone exclusive users display higher purchase frequency than multi-device segments. Tablet and smartphone users are found to be Market Mavens. Several implications for marketers are discussed.
Keywords: Device usage; information search and purchase channels; online shopping; psychographic characteristics; segmentation

  1. Ailawadi K.L., Neslin S.A., Gedenk K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of marketing, 65(1): 71-89,
  2. Andrews M., Goehring J., Hui S., Pancras J., Thornswood L. (2016). Mobile Promotions: A Framework and Research Priorities. Journal of Interactive Marketing, 34: 15-24,
  3. Ansari A., Mela C.F., Neslin S.A. (2008). Customer channel migration. Journal of Marketing Research, 45(1): 60-76,
  4. Aydinli A., Bertini M., Lambrecht A. (2014). Price promotion for emotional impact. Journal of Marketing, 78(4): 80-96,
  5. Baltas G., Argouslidis P.C., Skarmeas D. (2010). The role of customer factors in multiple store patronage: A cost-benefit approach. Journal of Retailing, 86(1): 37-50,
  6. Beatty S.E., Ferrell M.E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2): 169-191,, 10.1016/S0022-4359(98)90009-4DOI: 10.1016/S0022-4359(98)90009-4
  7. Betancourt R.R., Chocarro R., Cortiñas M., Elorz M., Mugica J.M. (2016). Channel Choice in the 21st Century: The Hidden Role of Distribution Services. Journal of Interactive Marketing, 33: 1-12,
  8. Blundo C., Cimato S., De Bonis A. (2005). Secure E-Coupons. Electronic Commerce Research, 5(1): 117-139.
  9. Boon E. (2013). A Qualitative Study of Consumer_Generated Videos about Daily Deal Web sites. Psychology & Marketing, 30(10): 843-849,
  10. Brasel S.A., Gips J. (2014). Tablets, touchscreens, and touchpads: how varying touch interfaces trigger psychological ownership and endowment. Journal of Consumer Psychology, 24(2): 226-233,
  11. Brock G., Pihur V., Datta S., Datta S. (2008). clValid: An R package for cluster validation. Journal of Statistical Software, 25: 1-22,
  12. Ceccarelli P. (2009). Internet Marketing. Web 2.0 nella comunicazione integrata. Mercati e competitività, 1: 145-156,, 10.3280/MC2009-001008DOI: 10.3280/MC2009-001008
  13. Chandon P., Wansink B., Laurent G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4): 65-81,
  14. Chaudhuri A., Holbrook M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2): 81-93,
  15. Chavent M., Kuentz-Simonet B., Liquet B., Saracco J. (2011). Clustofvar: An r package for the clustering of variables. Journal of Statistical Software, 50(13): 1-16,
  16. Childers T.L., Carr C.L., Peck J., Carson S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4): 511-535,, 10.1016/S0022-4359(01)00056-2DOI: 10.1016/S0022-4359(01)00056-2
  17. Cox D., Cox A.D. (2001). Communicating the consequences of early detection: The role of evidence and framing. Journal of Marketing, 65(3): 91-103,
  18. Croissant. (2013). Package ‘mlogit’ Accessed: 22/06/2016. Available at: --
  19. Davis F.D., Bagozzi R.P., Warshaw P.R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14): 1111-1132,
  20. Dholakia U.M. (2010). How effective are Groupon promotions for businesses?. Working paper. Houston: Rice University.
  21. Dholakia U.M., Kimes S.E. (2011). Daily deal fatigue or unabated enthusiasm? A study of consumer perceptions of daily deal promotions. Working paper (September 11).
  22. Edelman B., Jaffe S., Kominers S.D. (2016). To groupon or not to groupon: The profitability of deep discounts. Marketing Letters, 27(1): 39-53,
  23. Elboar (2011). Groupon, LivingSocial Grabbing Different Segments of the Daily Deal Marketplace. Available at: --
  24. (2011). The Divergent Demographics of Groupon and LivingSocial. Accessed: 22/03/2016. Available at: --,Ro:12, N:927.
  25. Feick L.F., Price L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(January): 83-97,, 10.2307/1251146DOI: 10.2307/1251146
  26. Ghose A., Goldfarb A., Han S.P. (2013). How is the mobile Internet different? Search costs and local activities. Information Systems Research, 24(3): 613-631,
  27. Google (2012). The New Multi-Screen World. --
  28. Groupon (2016). Accessed: 20/03/2016. Available at: --
  29. Groupon (2012). Il 2012 in coupon: acquisti e tendenze degli italiani sul web. Accessed: 20/07/2016. Available at: --
  30. Groupon (2015). Groupon Q2 2015 Public Fact Sheet. Available at: --
  31. Hansen T. (2006). Determinants of consumers’ repeat online buying of groceries. International Review of Retail, Distribution and Consumer Research, 16(1): 93-114,, 10.1080/09593960500453617DOI: 10.1080/09593960500453617
  32. Hu M., Shi M., Wu J. (2013). Simultaneous vs. sequential group-buying mechanisms. Management Science, 59(12): 2805-2822,
  33. Ieva M., De Canio F., Ziliani C. (2017). Daily Deal Shoppers: What Drives Social Couponing?. Journal of Retailing and Consumer Services, (forthcoming),
  34. Joines J.L., Scherer C.W., Scheufele D.A. (2003). Exploring motivations for consumer Web use and their implications for e-commerce. Journal of consumer marketing, 20(2): 90-108,, 10.1108/07363760310464578DOI: 10.1108/07363760310464578
  35. JP Morgan. (2011). Social shopping is for the young and rich – hot in China too. Available at: --
  36. Kaufman-Scarborough C., Lindquist J.D. (2002). E-shopping in a multiple channel environment. Journal of Consumer Marketing, 19(4): 333-350,, 10.1108/07363760210433645DOI: 10.1108/07363760210433645
  37. Kim K.J., Sundar S.S. (2016). Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust? Human Communication Research, 42(1): 45-70,
  38. Kim S.J., Wang R.J.H., Malthouse E.C. (2015). The Effects of Adopting and Using a Brand’s Mobile Application on Customers’ Subsequent Purchase Behavior. Journal of Interactive Marketing, 31: 28-41,
  39. Konu¸s U., Verhoef P.C., Neslin S.A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4): 398-413,
  40. Krasnova H., Veltri N.F., Spengler K., Günther, O. (2013). “Deal of the Day” Platforms: What Drives Consumer Loyalty?. Business & Information Systems Engineering, 5(3): 165-177.
  41. Kumar V., Rajan B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1): 120-136,
  42. Larivière B., Joosten H., Malthouse E.C., van Birgelen M., Aksoy P., Kunz W.H., Huang M.H. (2013). Value fusion: the blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3): 268-293,, 10.1108/09564231311326996DOI: 10.1108/09564231311326996
  43. Lee S.H.M., Leizerovici G., Zhang S. (2015). The satisfaction and stress of being a market maven: A social network perspective. Journal of Consumer Behaviour, 14(5): 325-334,
  44. Leeflang P.S., Verhoef P.C., Dahlström P., Freundt T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1): 1-12,
  45. Levin M. (2014). Designing Multi-device Experiences: An Ecosystem Approach to User Experiences Across Devices. O’Reilly Media, Inc.
  46. Liang C-J., Chen H-J., Wang W-H. (2008). Does online relationship marketing enhance customer retention and cross-buying?. The Service Industries Journal, 28(6): 769-787,, 10.1080/02642060801988910DOI: 10.1080/02642060801988910
  47. Liang X., Ma L., Xie L., Yan H. (2014). The informational aspect of the group-buying mechanism. European Journal of Operational Research, 234(1): 331-340,
  48. Liao C., Liu C.C., Chen K. (2011). Examining the impact of privacy, trust and risk perceptions beyond monetary transactions: An integrated model. Electronic Commerce Research and Applications, 10: 702-715,
  49. Lichtenstein D.R., Netemeyer R.D., Burton S. (1995). Assessing the Domain Specificity of Deal Proneness: A Field Study. Journal of Consumer Research, 22: 314-326, December.
  50. Luo X., Andrews M., Song Y., Aspara J. (2014). Group-buying deal popularity. Journal of Marketing, 78(2): 20-33,
  51. Magno F., Cassia F., Ugolini M. (2014). L’efficacia delle campagne di social couponing: uno studio tra i merchant di Groupon. Mercati e competitività, 3: 41-63,, 10.3280/MC2014-003004DOI: 10.3280/MC2014-003004
  52. Martínez E., Montaner T. (2006). The effect of consumer’s psychographic variables upon deal-proneness. Journal of Retailing and Consumer Services, 13(3): 157-168,
  53. Nachar N. (2008). The Mann-Whitney U: a Test for Assessing Whether Two Independent Samples Come from the Same Distribution. Tutorials in Quantitative Methods for Psychology, 4(1): 13-20.
  54. Nakhata C., Kuo H-C. (2016). Consumer avoidance of specially priced items during social coupon redemption. Journal of Retailing and Consumer Services, article in press,
  55. Neslin S.A., Grewal D., Leghorn R., Shankar V., Teerling M.L., Thomas J.S., Verhoef P.C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2): 95-112,, 10.1177/1094670506293559DOI: 10.1177/1094670506293559
  56. Nunally J.C., Bernstein I.H. (1994). Psychometric theory. New York: McGraw-Hill.
  57. Oliver C. (1997). Sustainable competitive advantage: Combining institutional and resource-based views. Strategic management journal, 18(9): 697-713,
  58. Osservatorio Mobile Marketing e Service. (2014). Mobile Marketing in Italia, è l’ora di una vera strategia multicanale.
  59. Parsons A.G., Ballantine P.W., Ali A., Grey H. (2014). Deal is on! Why people buy from daily deal websites. Journal of Retailing and Consumer Services, 21(1): 37-42,
  60. Pohlert T. (2014). The Pairwise Multiple Comparison of Mean Ranks Package (PMCMR). R. package. Text available at: --
  61. Price L.L., Feick L.F., Guskey-Federouch A. (1988). Couponing behaviors of the market maven: profile of a super couponer. Advances in Consumer Research, 15 (1): 354-359.
  62. Punj G., Stewart D.W. (1983). Cluster analysis in marketing research: Review and suggestions for application. Journal of marketing research, 134-148,, 10.2307/3151680DOI: 10.2307/3151680
  63. Ratchford B.T., Lee M.S., Talukdar D. (2003). The impact of the Internet on information search for automobiles. Journal of Marketing Research, 40(2): 193-209,
  64. RetailLeader. The deal is on. Available at: --
  65. Rigby D. (2011). The Future of Shopping. Harvard Business Review, 89(12): 64-75.
  66. Roelens I., Baecke P., Benoit D. (2016). Leveraging the Power of Social Influence for Customer Relationship Management: Growing the Value of a Customer Base Using Referral Network Analysis. In: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Academy of Marketing Science (forthcoming).
  67. Rusconi G. (2014). Groupon cerca il rilancio con un nuovo sito, punta sulla ricerca intelligente. Il Sole 24ORE. Text available at: -- [Accessed:04/03/2015].
  68. Schröder H., Zaharia S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6): 452-468,
  69. Seock Y.K., Bailey L.R. (2008). The influence of college students’ shopping orientations and gender differences on online information searches and purchase behaviours. International Journal of Consumer Studies, 32(2): 113-121.
  70. Sheehan K.B. (2002). Of surfing, searching, and newshounds: A typology of Internet users’ online sessions. Journal of Advertising Research, 42(5): 62-71,, 10.2501/JAR-42-5-62-71DOI: 10.2501/JAR-42-5-62-71
  71. Song M., Park E., Yoo B., Jeon S. (2016). Is the Daily Deal Social Shopping?: An Empirical Analysis of Customer Panel Data. Journal of Interactive Marketing, 33: 57-76,
  72. Srinivasan S.S., Anderson R., Ponnavolu K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1): 41-50,, 10.1016/S0022-4359(01)00065-3DOI: 10.1016/S0022-4359(01)00065-3
  73. Stone B. (2014). Zoolander Was Wrong: Why Phones Are Getting Bigger, Not Smaller, Bloomberg. Accessed: 04/08/2015. Available at: --
  74. Strebel J., Erdem T., Swait J. (2004). Consumer search in high technology markets: Exploring the use of traditional information channels. Journal of consumer psychology, 14(1): 96-104,
  75. Sundar S.S., Narayan S., Obrego R., Uppal C. (1998). Does web advertising work? Memory for print vs. online media. Journalism & Mass Communication Quarterly, 75(4): 822-835,, 10.1177/107769909807500414DOI: 10.1177/107769909807500414
  76. Varan D., Murphy J., Hofacker C.F., Robinson J.A., Potter R.F., Bellman S. (2013). What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?. Journal of Advertising Research, 53(2): 212-220,, 10.2501/JAR-53-2-212-220DOI: 10.2501/JAR-53-2-212-220
  77. Venables W.N., Ripley B.D. (2002). Modern Applied Statistics with S. Fourth Edition. New York: Springer.
  78. Verhoef P.C., Kannan P.K., Inman J.J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2): 174-181,
  79. Wagner G., Kellner J., Schramm-Klein H., Steinmann S., Bernhard S. (2014). Multiplicity of Electronic Distribution Channels: A Consumer-Based Overview and Categorisation. Proceedings of the 43rd EMAC Conference in: Paradigm Shifts and Interactions. June 3-6, Valencia, Spain.
  80. Wagner G., Schramm-Klein H., Steinmann S. (2015). E-Tailing in a Connected Devices World: A Review and Research Agenda. Proceedings of the 18th International EAERCD Conference on Research in the Distributive Trades, 3-6 July, Rennes, France.
  81. Wang R.J.H., Malthouse E.C., Krishnamurthi L. (2015). On the go: how mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2): 217-234,
  82. Warren C. (2013). Should You Build a Responsive Site or a Native Mobile App?. Accessed: 04/07/2016. Available at: --
  83. Wu J., Shi M., Hu M. (2015). Threshold effects in online group buying. Management Science, 61(9): 2025-2040,
  84. Wu W.Y., Ke C.C. (2016). An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance. Social Behavior and Personality, 44(3): 85-97,

Francesca De Canio, Marco Ieva, Cristina Ziliani, in "MERCATI & COMPETITIVITÀ" 2/2017, pp. 99-121, DOI:10.3280/MC2017-002006


FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content