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首页> 外文期刊>Journal of Business Research >Online daily coupons: Understanding how prepayment impacts spending at redemption
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Online daily coupons: Understanding how prepayment impacts spending at redemption

机译：在线日常优惠券：了解预付款如何影响救赎的支出

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摘要

Online daily coupons (ODCs) (e.g., Groupon) differ from conventional coupons, in that they require customers to make a prepayment for a product or service to receive a substantive discount at a later point in time. Drawing from escalation of commitment literature, this article examines how ODCs' unique prepayment structure might affect customers' spending upon redemption. The results reveal that a high prepayment enhances redemption spending, but only if the temporal distance between the prepayment and the redemption is small. A high prepayment also can enhance redemption spending if the consumer purchases the ODC (versus receives it as a gift). In combination, this evidence reveals a joint impact of the prepayment amount and redemption spending on the revenue generated for the ODC provider.
机译：在线每日优惠券（ODC）（例如，Groupon）与传统优惠券不同，因为他们要求客户预付产品或服务，以便在稍后的时间点接收实质性折扣。借鉴承诺文学的升级，本文介绍了ODCS的独特预付款结构如何影响客户在救赎时的支出。结果表明，高预付款增强了赎回支出，但只有在预付款和赎回之间的时间距离很小。如果消费者购买ODC（与礼物相比），则可以加强赎回支出。组合，本证据表明，预付款金额和赎回支出对ODC提供商所产生的收入的联合影响。

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