| 顾客历史行为和优惠券对其购买决定的影响——基于一项实验研究 |
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| 引用本文： | 张建同,方陈承.顾客历史行为和优惠券对其购买决定的影响——基于一项实验研究[J].软科学,2017(2):109-112. |
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| 作者姓名： | 张建同 方陈承 |
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| 作者单位： | 同济大学经济与管理学院,上海,200092 |
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| 基金项目： | 国家自然科学基金重点项目(71532015)，同济大学中央高校基本科研业务费专项项目(1200219312) |
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| 摘 要： | 基于一项以5600名分类网站顾客为对象的实验,检验了顾客历史行为和电子优惠券促销对其未来购买决定的影响,特别是两者的交互影响.其中,历史行为包括历史购买和历史点击浏览行为.结果表明,历史购买行为和电子优惠券及其交互项对顾客未来购买决定均有显著正向效应;而就历史点击浏览行为而言,尽管其对网络顾客购买决定的直接效应并不显著,但当给曾经点击过产品购买页面的顾客发放优惠券时,其购买意愿相对于未曾点击过购买页面的顾客购买意愿更强.
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| 关 键 词： | 交互作用 历史购买行为 历史点击行为 电子优惠券 购买决定 |
The Effects of Historic Behaviors and E-coupon Promotion on Consumer Purchase Decision——Based on an Experimental Study |
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| ZHANG Jian-tong,FANG Chen-cheng.The Effects of Historic Behaviors and E-coupon Promotion on Consumer Purchase Decision——Based on an Experimental Study[J].Soft Science,2017(2):109-112. |
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| Authors: | ZHANG Jian-tong FANG Chen-cheng |
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| Abstract: | Based on the sales data gathered from an experiment of 5600 consumers at a classified ads website,this paper tests the impacts of past behaviors and e-coupon on consumer purchase decision and most importantly their interaction effect.Past behavior includes past purchasing behavior and past click behavior.It shows that,both consumers'past purchasing experience and the e-coupon have significantly positive influence on their purchase decision.So does their interaction term.And for past click behavior,this paper finds that consumers who have once clicked the ads page of the product are more inclined to make a purchase when they are provided with e-coupons even though the direct effect of past click behavior on consumer purchase decision is not significant. |
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| Keywords: | interaction effect past purchase past click e-coupon purchase decision |
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