{"title":"慈善活动与顾客行为:在线出租车预约平台的现场实验","authors":"Jasjit Singh, N. Teng, Serguei Netessine","doi":"10.2139/ssrn.2752883","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":370988,"journal":{"name":"eBusiness & eCommerce eJournal","volume":"107 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2017-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"40","resultStr":"{\"title\":\"Philanthropic Campaigns and Customer Behavior: Field Experiments on an Online Taxi Booking Platform\",\"authors\":\"Jasjit Singh, N. Teng, Serguei Netessine\",\"doi\":\"10.2139/ssrn.2752883\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":370988,\"journal\":{\"name\":\"eBusiness & eCommerce eJournal\",\"volume\":\"107 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-05-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"40\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"eBusiness & eCommerce eJournal\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.2752883\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"eBusiness & eCommerce eJournal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.2752883","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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.