Moderator-moderator: Digital coupon sales promotion, online reviews, website design, and the online shopping intention of consumers in Jordan

Abstract

Although there have been unprecedented advances in technology worldwide, it is challenging for businesses and marketers to develop novel strategies of attracting consumers because the latter’s online shopping intentions have not changed according to the technological advances. Given these considerations, the present paper investigated how online shopping intention was influenced by website design and online reviews, how the relationship between website design and online shopping intention was moderated by online reviews, and how the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. To that end, the paper drew on the theoretical framework of the Unified Theory of Acceptance and Use of Technology. A sample of consumers from Jordan was used for data collection, with Smart Partial Least Squares being employed for the analysis of the 225 responses received. Based on the findings, online shopping intention was favorably influenced by website design and by online reviews, while the relationship between website design and online shopping intention was moderated by online reviews. Likewise, the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. Digital marketing agencies can use such findings to develop a marketing strategy targeting young adult consumers in Jordan.