Shoppers’ digital deal seeking: Charting new territory

In this paper, the concept of digital deal seeking propensity (DDSP) is developed and scales are assessed and validated across four studies. Digital deal seeking propensity is the individual’s tendency to use digital technologies in their search for good or fair “deals or bargains” in the online marketplace. We find that DDSP includes three dimensions: generalized online deal seeking, online savings platform use, and social media deal seeking. The scales prove to be valid based on construct and nomological validity. Further, four unique digital deal seeker segments are identified. The theoretical and managerial contributions of these findings are discussed.