Daily deals websites: Mostly but not all about location

This study examined the main factors that affect purchasing of coupons on daily deals Websites. The study included a survey of attitudes toward pictures, trust in suppliers, and trust in the intermediary, and also examined exposure to coupons, as recalled by visitors of the Website. A/B testing analyzed 34 offered deals, and compared the actual purchased coupons when the offer was positioned relatively high, and when it was located lower. The findings suggested authentic pictures of the deal are the most important. A negative correlation between perceived trust in suppliers and trust in the intermediary indicated that intermediary good reputation is valuable and may enable deals with unknown suppliers. Offers located among the first 10 deals received the highest exposure, and when the offer was displayed higher, significantly more coupons were purchased.