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