The coherent two-phased process from sold online to redemption offline on an online daily-deal platform

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2025-06-13 DOI:10.1016/j.elerap.2025.101523

Yingxin Song , Yezheng Liu , Xiayu Chen , Muhammet Deveci , Carol Xiaojuan Ou , Lingfei Li , Weizhong Wang

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引用次数: 0

Abstract

Daily-deal platforms closely cooperate with local retailers when issuing daily-deal coupons to profit from selling coupons online and redeeming them offline. However, most research on daily-deal business has only focused on online sales or the offline redemption process. We investigate the coherent two-phased process from selling coupons online to redeeming them offline, grounded in the lens of social judgment theory, to capture the full picture of the daily-deal business. By tracking the sales and redemption of 11,290 deals over a 13-month period on an online daily-deal platform and conducting various data analyses, we find that reputation and price curvilinearly affect the sold online of daily-deal coupons, which consequently positively affects coupon redemption offline. More specifically, the U test empirically indicates that the extreme point of the inverted U-shaped effect of reputation score is 86.0035 within the range [49.7353, 92.7551]. And the extreme point to price demonstrates a U-shaped effect is 399.6082 within the range [4.7060, 829.3651]. We further classify retailers’ daily deals into consumption on a group or individual level. Empirical data demonstrate that the inverted U-shaped effects of reputation and the U-shaped effects of price are weakened by group consumption. Furthermore, we investigate the moderating role of agglomeration on the relationship between daily-deal coupons sold online and redemption offline of daily-deal coupons. We also discussed the theoretical and practical implications.

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在线团购平台从线上销售到线下赎回的连贯两阶段过程

团购平台在发行团购券时与当地零售商紧密合作，通过线上销售、线下兑换的方式获利。然而，大多数关于团购业务的研究只关注在线销售或线下兑换过程。我们以社会判断理论为基础，研究了从在线销售优惠券到线下兑换优惠券的连贯两阶段过程，以捕捉日常交易业务的全貌。通过对某线上团购平台13个月11290笔交易的销售和赎回情况进行跟踪，并进行各种数据分析，我们发现口碑和价格曲线对线上团购优惠券的销售有早期影响，进而对线下优惠券赎回有正向影响。更具体地说，U检验实证表明，声誉得分倒U形效应的极值点在[49.7353,92.7551]的范围内为86.0035。价格的极值点在[4.7060,829.3651]区间内为399.6082，呈现u型效应。我们进一步将零售商的日常交易分为群体消费和个人消费。实证数据表明，群体消费弱化了声誉和价格的倒u型效应。此外，我们还考察了集聚对团购券线上销售与团购券线下兑换关系的调节作用。我们还讨论了理论和实践意义。

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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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.