CASHBACK AND BRAZILIAN E-COMMERCE: A QUANTITATIVE APPROACH TO ANALYZE USERS OF THE TOOL
DOI:
https://doi.org/10.56238/revgeov16n5-166Keywords:
E-commerce, Cashback, Loyalty Programs, Digital Marketing, UTAUT 2Abstract
The present work evaluates that the Cashback programs have a high potential for adherence for companies in order to attract and retain more customers through this loyalty system. This research presented the concept and some examples of this tool, which is relatively new in the Brazilian scenario. The quantitative approach of the UTAUT2 model was used, which uses empirical concepts and similarities to answer the hypotheses. Structural Equation Modeling (SEM) will also be used for sample analysis. This technique is based on partial least squares (PLS-SEM). The evaluations of the measurement models and the structural model were decisive to answer the hypotheses raised in the presented constructs, which sought to understand which factors positively influenced consumers to use the Cashback programs. Facilitating conditions, Hedonic Motivations and Behavioral Aspects presented themselves as the most important to leverage the intention to use Cashback programs, responding positively and corroborating the hypotheses that were presented in their respective constructs.
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