慈善活动与顾客行为:在线出租车预约平台的现场实验

Jasjit Singh, N. Teng, Serguei Netessine
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引用次数: 40

摘要

公司通常利用慈善活动来吸引和留住客户。此类活动通常采取与慈善机构相关的促销形式,即当客户购物时,公司会向某项事业捐款。然而,此类促销活动的客户相关影响仍未得到充分研究,本研究使用在线出租车预订公司的现场实验来调查这一问题。顾客被随机分配接受慈善相关或基于折扣的促销活动。与慈善相关的促销活动的接受率低于基于折扣的促销活动,而且对金额的敏感度也较低。这与客户的决定是一致的,他们的决定是由捐赠的“温暖的光芒”驱动的,而不仅仅是他们的社会影响程度。虽然促销活动确实代表了新的预订,而不是替代非促销预订,但几乎没有证据表明随后的购买频率有所增加。这一结果引发了人们对网络平台将大量投资者资金用于短期推广的普遍做法的质疑。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Philanthropic Campaigns and Customer Behavior: Field Experiments on an Online Taxi Booking Platform
Companies commonly use philanthropic campaigns to attract and retain customers. Such campaigns often take the form of charity-linked promotions, where a company donates money to a cause when a customer makes a purchase. However, customer-related effects of such promotions remain under-studied, an issue this study investigates using field experiments in an online taxi booking company.Customers were randomly assigned to receive either a charity-linked or discount-based promotion. Take-up rates for charity-linked promotions were smaller than for discount-based promotions, and also less sensitive to the monetary amount. This is consistent with customer decisions being driven by a “warm glow” of giving and not just their extent of social impact.Although promotion take-up did represent new bookings rather than substitution of non-promotional bookings, there is little evidence of an increase in subsequent purchase frequency.This result raises questions regarding the common practice of online platforms devoting significant investor funds for short-term promotions.
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