Bazid Khan

The moderating effect of socio demographic factors on the relationship between customer’s awareness of technology and the acceptance of cashback programs. Our study empirically investigates the relationship between Technology awareness and the acceptance of cashback program in emerging economy of South Asia i.e. Pakistan. Besides testing this relationship, the moderating effect of Socio-demographic factors such as Gender and Education is also to be examined. This investigation is in line with the main underline theory i.e., Technology Acceptance Model (TAM) and Unified theory of acceptance and use of technology (UTAUT). For this purpose, the data from 200 individuals residing in twin cities of Pakistan (Rawalpindi & Islamabad) is collected. Moreover, results of this study will help both affiliate marketers and cashback websites to formulate strategies for cashback programs that will ultimately help to attract more customers and maintain a long-term customer relationship. Further, results of this study would be of significant importance to both businesses and customers. The former will get to know the effect of technology awareness on the acceptance of cashback programs. So, businesses could be able to increases their sales growth through cashback offers by creating awareness in the target population. Customers on other hand would be in better position to take benefit from the cashback program through the awareness created by the businesses.