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首页> 外文期刊>International Journal of Research in Marketing >The effects of mobile promotions on customer purchase dynamics
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The effects of mobile promotions on customer purchase dynamics

机译：移动促销对客户购买动态的影响

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摘要

While mobile promotions have become increasingly popular in recent years, limited research has examined the effects of mobile promotions over time. This research investigates the effects of two popular types of promotional offers, price discount and non-price free sample coupons, on purchase behavior. To this end, we present a dynamic model of customer purchase behavior that incorporates time-varying effects of mobile coupons, enabling us to investigate both the short-term and longer-term effects of mobile promotions. Using transaction and mobile promotion data, we find that both price discount and free sample coupons increase customers' purchase likelihood and expenditures during the coupon redemption period. We also find that free sample coupons have an enduring effect that increases the purchase propensity beyond the promotion period, thereby contributing to incremental purchases over a longer period of time. We demonstrate how our approach can help marketers improve mobile couponing decisions by considering the dynamic effects of mobile promotions that manifest over time. (C) 2018 Elsevier B.V. All rights reserved.
机译：尽管近年来移动促销变得越来越流行，但是有限的研究已经研究了随着时间推移移动促销的效果。这项研究调查了两种流行类型的促销优惠，即价格折扣和非价格免费样本优惠券，对购买行为的影响。为此，我们提出了一种动态的客户购买行为模型，其中包含了移动优惠券的时变效应，使我们能够研究移动促销的短期和长期效应。使用交易和移动促销数据，我们发现在折扣券兑换期间，价格折扣和免费样品优惠券都会增加客户的购买可能性和支出。我们还发现，免费样品优惠券具有持久的作用，可以增加促销期后的购买倾向，从而有助于在更长的时间内增加购买量。我们通过考虑随着时间推移而显现的移动促销的动态效果，展示了我们的方法如何帮助营销人员改善移动优惠券决策。 （C）2018 Elsevier B.V.保留所有权利。

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