优惠券和折扣对曝光率及转换漏斗各阶段的影响——基于网络外卖服务的实证研究

IF 1.2 4区管理学 Q4 BUSINESS

Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration Pub Date : 2024-09-02 DOI:10.1002/cjas.1764

Jiehao Shao, Ranzhe Jing, Jie Li

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引用次数: 0

摘要

随着外卖服务的快速发展，线上到线下的外卖系统为商家提供了流量支持和营销手段，以接触潜在客户。通过监控客户行为，我们可以衡量转化率，并分析营销绩效与平台或商家的努力之间的关系。本研究调查了激励措施（包括来自平台的优惠券和来自商家的折扣）对不同商家的曝光率和转化率的影响。此外，动态分析表明滞后激励对曝光率和点击率有显著的不利影响。在线送餐服务的平台和商家将从这些见解中受益。

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The impacts of coupon and discount on exposure and various stages of conversion funnel: An empirical investigation of the online food delivery service

With the rapid development of delivery services, online-to-offline food delivery systems provide merchants the traffic support and marketing efforts to reach potential customers. Monitoring customer behavior allows us to measure conversion rates and analyze the relationship between marketing performance and the efforts of platforms or merchants. This study investigates the impact of incentives, including coupons from platforms and discounts from merchants, on exposure and conversion rates for different merchants. Besides, the dynamic analysis demonstrates significant adverse effects of lagged incentives on exposure and click rate. Platforms and merchants of online food delivery services stand to benefit from these insights.

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来源期刊

Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration Multiple-

CiteScore

3.40

自引率

13.60%

发文量

期刊介绍： The Canadian Journal of Administrative Sciences (CJAS) is a multidisciplinary, peer-reviewed, international quarterly that publishes manuscripts with a strong theoretical foundation. The journal welcomes literature reviews, quantitative and qualitative studies as well as conceptual pieces. CJAS is an ISI-listed journal that publishes papers in all key disciplines of business. CJAS is a particularly suitable home for manuscripts of a crossdisciplinary nature. All papers must state in an explicit and compelling way their unique contribution to advancing theory and/or practice in the administrative sciences.