There already exist studies on what influences use of deal sites. But there is a gap in literature when it comes to purchasing coupons from deal sites and then using them as gifts. The paper analyzes whether gender, age and personality traits influence such behavior. Big Five Inventory traits and narcissism were used. The impact of age was significant. Significance of agreeableness and of narcissism were somewhat above cutoff value 0.05, therefore borderline significant. All of them have positive effect.
Pavlicek, Antonin and Sudzina, Frantisek, "Coupons from Deal Sites as Gifts: Impact of Gender, of Age, and of Personality Traits" (2017). BLED 2017 Proceedings. 19.