Consumer behavior on cashback websites: Network strategies

The size of cashback sites, both in terms of users and business, has grown considerably over the last decade. This article presents a complete analysis of the behavior of the users of the webs both in terms of transactions, and navigation and registration on cashback sites by using a large sample of one of the largest European sites. The study also presents a first analysis on the structure of the sites. An analysis using Partial Least Squares Structural Equation Modelling shows that the volume of the user's network, the diversification of the navigation, and the size of the transactions are relevant to the decision of the consumer and to his or her engagements on the affiliate merchants. These results represent a first step on the understanding of these marketing strategies and open new areas of research.