线上优惠券对消费者行为影响研究——基于O2O模式的分析
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摘要
O2O优惠券是一种区别于传统优惠券的促销手段,它具有线上领取、线下消费的特点。传统的纸质优惠券通常在商户周边发放,O2O优惠券的线上发放则消除了O2O优惠券领取阶段的地理距离的壁垒,但这并不意味着O2O优惠券的分发可以忽略地理位置的影响。由于O2O优惠券的消费需要在线下完成,所以地理位置在O2O优惠券的使用中起着重要的作用,在分发优惠券时需要将其影响考虑在内。本文通过实证分析发现,优惠券的优惠门槛越高、优惠金额越低,用户越不可能使用优惠券,这与影响传统优惠券使用的因素相一致。与传统优惠券不同的是,消费者与商户的线下距离也会对O2O优惠券的使用产生影响。因此,用户距离商户的线下距离越远,使用优惠券进行消费的可能性越小。此外,线下距离还对优惠券优惠额度的影响具有调节作用。线下距离越近,消费者对于优惠券的优惠额度越敏感,消费者距离商户越近,优惠门槛的负面影响越大,而优惠金额的正向影响越小。基于以上研究,本文针对O2O优惠券的设计与分发提出了相应的建议。
O2 O coupons are a kind of promotion method that is different from traditional coupons. It has the characteristics of online collection and offline consumption. Traditional paper coupons are usually issued around merchants. The online distribution of O2 O coupons eliminates the barriers to geographical distance in the O2 O coupon collection phase, but this does not mean that the distribution of O2 O coupons can ignore the geographical impact.. Since the consumption of O2 O coupons needs to be completed offline, the geographic location plays an important role in the use of O2 O coupons, and the impact needs to be taken into account when distributing coupons. Through empirical analysis, this paper finds that the higher the preferential threshold of coupons and the lower the discount amount, the less likely users are to use coupons, which is consistent with the factors affecting the use of traditional coupons. Unlike traditional coupons, the offline distance between consumers and merchants also has an impact on the use of O2 O coupons. Therefore, the further the user is from the offline distance of the merchant, the less likely it is to use the coupon for consumption.In addition, the offline distance also has a regulatory effect on the coupon discount. The closer the offline distance is, the more sensitive the consumer is to the coupon amount of the coupon. The closer the consumer is to the merchant, the greater the negative impact of the preferential threshold, and the smaller the positive impact of the discount amount. Based on the above research, this paper puts forward corresponding suggestions for the design and distribution of O2 O coupons.
O2 O coupons are a kind of promotion method that is different from traditional coupons. It has the characteristics of online collection and offline consumption. Traditional paper coupons are usually issued around merchants. The online distribution of O2 O coupons eliminates the barriers to geographical distance in the O2 O coupon collection phase, but this does not mean that the distribution of O2 O coupons can ignore the geographical impact.. Since the consumption of O2 O coupons needs to be completed offline, the geographic location plays an important role in the use of O2 O coupons, and the impact needs to be taken into account when distributing coupons. Through empirical analysis, this paper finds that the higher the preferential threshold of coupons and the lower the discount amount, the less likely users are to use coupons, which is consistent with the factors affecting the use of traditional coupons. Unlike traditional coupons, the offline distance between consumers and merchants also has an impact on the use of O2 O coupons. Therefore, the further the user is from the offline distance of the merchant, the less likely it is to use the coupon for consumption.In addition, the offline distance also has a regulatory effect on the coupon discount. The closer the offline distance is, the more sensitive the consumer is to the coupon amount of the coupon. The closer the consumer is to the merchant, the greater the negative impact of the preferential threshold, and the smaller the positive impact of the discount amount. Based on the above research, this paper puts forward corresponding suggestions for the design and distribution of O2 O coupons.
引文
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[2]Ardizzone A, Mortara A. Consumers'Motivations and Daily Deal Promotions[J]. The Qualitative Report, 2014(31).
[3]付华.电子优惠券顾客使用意愿影响因素分析[J].全国商情,2016(32).
[4]Li H, Shen Q, Bart Y. Local Market Characteristics and Online-to-Offline Commerce:An Empirical Analysis of Groupon[J]. Management Science, 2017(4).
[5]赵良辉、岳青.基于社会化媒体的电子优惠券营销仿真分析[J].中国管理信息化,2017(24).
[6]陈明亮、邹梦琪.价格折扣框架对消费者购买决策的影响研究[J].价格理论与践,2018(1).
[7]黄正、孙景仰、刘丹阳、卢虹羽、胡宏炜.基于聚类分析在o2o平台上优惠券发放的研究[J].现代商业,2018(12).
[8]原琨.基于XGBoost的移动优惠券使用预测及影响因素分析[J].广西质量监督导报,2018(12).