促销设计对零售经营业绩的影响:来自中国连锁零售商的证据

IF 3.7 4区 管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-02-29 DOI:10.1007/s10660-024-09805-w
Xin Tian, Jiayu Tang, Yun Zhou
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引用次数: 0

摘要

尽管电子优惠券作为吸引顾客和增加营业收入的促销工具已被广泛采用,但很少有实证研究关注智能零售环境下促销设计的影响。消费者如何处理眼花缭乱的优惠券信息?哪种优惠券发放方式最能鼓励消费者兑换优惠券?为了回答这些问题,本文收集了 24 家中国连锁零售商的促销数据,并将这些设计数据与相应的零售业绩数据进行了比对。我们独特的数据集使我们能够揭示促销设计与零售经营业绩之间的关系。我们的分析表明,促销的深度和广度对优惠券的兑换都有显著的积极影响。与快速反应(QR)码优惠券不同,基于位置的优惠券、饲料广告优惠券和支付礼品优惠券都对优惠券的兑换产生了负面影响。在零售商中,专卖店的优惠券兑换率低于超市,而便利店的优惠券兑换率与超市没有差异。此外,零售商的声誉对优惠券兑换有积极影响。我们还研究了零售业态和零售商声誉的调节作用,以作进一步讨论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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Impact of promotion design on retail operating performance: Evidence from Chinese Chain retailers

Despite the widespread adoption of electronic coupons as a promotion tool for attracting customers and increasing operating revenue, there are few empirical studies that focus on the impact of promotion design under smart retail circumstance. How do consumers handle dazzling coupon information? Which coupon distribution method best encourages consumers to redeem coupons? To answer those questions, we collected promotion data from 24 Chinese chain retailers for this paper and matched that design data to the corresponding retail performance data. Our unique data set allows us to reveal the relationship between promotion design and retail operating performance. Our analyses show that promotion depth and width both have significant positive effects on coupon redemption. Unlike quick response (QR) code coupons, location-based coupons, feed ad coupons and payment gift coupons all exert negative effects on coupon redemption. Among retailers, specialty stores have a lower coupon redemption ratio than supermarkets, while the coupon redemption ratio of convenience stores shows no difference from that of supermarkets. In addition, retailer reputation has a positive effect on coupon redemption. We also investigate the moderating effect of retail format and retailer reputation for further discussion.

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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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