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首页> 外文期刊>Journal of Business Research >Mobile coupon acquisition and redemption for restaurants: The effects of store clusters as a double-edged sword
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Mobile coupon acquisition and redemption for restaurants: The effects of store clusters as a double-edged sword

机译：餐馆的移动优惠券的获取和兑换：商店集群的作用就像一把双刃剑

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While smartphones have become an important distribution channel for coupons, store clusters still play a pivotal role in retailer operations; nevertheless, many questions remain unanswered as to the extent to which store clusters affect a store's promotional outcome in the era of mobile technology. This paper investigates how store clusters, as shopping centers, affect mobile coupon acquisition and redemption. The study identifies store clusters as a "double-edged" sword, affecting coupon acquisition and redemption in an opposing way. Specifically for a focal store both a higher density of shopping centers around, and a closer distance to the nearby shopping center results in a higher coupon acquisition but a lower coupon redemption rate. The results are robust. This paper also investigates the impact of coupon features on coupon acquisition and redemption, as well as the moderating effects of store clusters on coupon features. Finally, this paper offers several managerial implications on mobile coupon promotions.
机译：尽管智能手机已成为优惠券的重要分销渠道，但商店集群仍在零售商运营中起着举足轻重的作用。但是，在移动技术时代，关于商店集群在多大程度上影响商店的促销结果，仍有许多问题尚未解答。本文研究了作为购物中心的商店集群如何影响移动优惠券的获取和兑换。该研究将商店集群识别为“双刃”剑，以相反的方式影响优惠券的获取和兑换。专门针对重点商店，既有较高的购物中心密度，又有较近的距离，因此附近的购物中心会导致获得较高的优惠券，但降低优惠券兑换率。结果是可靠的。本文还研究了优惠券特征对优惠券获取和兑换的影响，以及商店集群对优惠券特征的调节作用。最后，本文提供了有关移动优惠券促销的一些管理含义。

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