An exploratory study of daily deal sites and its impact on consumers’ impulse buying behavior – application of the technology acceptance model

This article presents the impact of daily deal sites (e.g., discounted price and convenience) on consumers' various perceived values, and how these values affect consumers' impulse buying decision throughout their impulsiveness. Technology Acceptance Model was applied to build the conceptual model of this study. Online consumers who have used restaurant deals are the primary target population. From Amazon M-Turk service, 468 usable responses were collected. Structural Equation Modeling is developed for data analysis. The results indicate that convenience significantly affects consumers' two perceived values (perceived ease of use and perceived enjoyment), which in turn, influences consumers' impulse buying decision. Furthermore, the results show that the consumers' impulsiveness significantly influenced their impulse buying decision. The results of this study provide a new theoretical perspective to expand on online consumers' impulse buying behavior by validating the impact of the interface of technology and online shopping tools. The finding also provides a practical understanding of the wide range of consumers' perceptions of impulse buying by assessing the influence of each motivational factor using 'restaurant daily deals'.