Buying Behavior on Daily-Deal Sites: The Role of Face Value, Product Involvement, Information, and Website Quality

The aim of this research is to identify factors that may have an effect on e-voucher sales, in the context of daily-deal sites. While previous research has focused on purchase intentions as the dependent variable and on fictitious coupons and/or brands, this article extends previous work by investigating what actually impacts vouchers sales, using real voucher data, as basic research units of analysis. Using content analysis, researchers analyzed 596 vouchers from different daily-deal websites. Taking the inherent capability of Bayesian Networks for reasoning under conditions of uncertainty into account, a series of learning and simulation processes reveal the influential degree that website and information quality, face value, and product involvement exert on vouchers sales. The results of the study provide management with specific guidelines for setting the right prices in vouchers and designing effective promotional messages.