优惠券促销效果研究:基于元分析的综合检验

A Review of Research on Coupon Promotion Effects:A Meta-analysis Examination

优惠券是一种广泛使用的促销工具,针对其效果的研究数量众多,但结论并不一致。文章通过元分析总结了影响兑现效果的优惠券特征和消费者特征,并从感知价值理论、计划行为理论和技术接受模型探究了优惠券兑现的内隐机制。基于107个独立研究的360558个样本的元分析结果显示,当产品是快速消费品时,优惠券的兑现率下降;电子优惠券比传统优惠券的兑现率更高;东方国家的消费者更多使用优惠券,兑换意愿更多受到个人态度的影响;时间序列数据在个人态度与优惠券兑现关系中显示出更小的效应值;真实研究情境下,优惠券的兑现率及距离对兑现的负面影响都会下降。文章从多角度量化对比了优惠券促销效果研究,结论为企业优惠券设计、目标人群选择提供了借鉴。

There are many studies on coupon promotion,but the conclusions are not consistent.This paper systematically reviews the nearly 50 years of research in the field of coupon marketing,divides it into three directions,explores the different influencing factors of coupon redemption through meta-analysis,and tries to find out the reasons for the heterogeneity of previous research results.Face value is the most important feature that affects the redemption of coupons,and consumers with a purchase history and high coupon tendency are more willing to use coupons.From the perspective of the implicit mechanism of coupon redemption,perceived economic benefits will increase consumers intention to redeem,and personal attitudes,subjective norms and perceived behavior control positively affect consumers intention to redeem.Further adjustment tests showed that retail category,coupon type,sample source country,data time span,and context authenticity can adjust the relationship of some factors to coupon redemption and consumer willingness.This article concludes with a discussion of the results of the research and provides recommendations for management practices and future research.