政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141249
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51085241      線上人數 : 912
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/141249


    題名: 電商平台代幣：跨期消費與競爭策略
    E-Commerce Platform Vouchers: Intertemporal Consumption and Competitive Strategies
    作者: 陳德容
    Chen, Te-Jung
    貢獻者: 何靜嫺
    陳德容
    Chen, Te-Jung
    關鍵詞: 優惠券
    電商平台
    價格競爭
    忠誠度
    Coupon
    E-commerce platform
    Price competition
    Loyalty
    日期: 2022
    上傳時間: 2022-08-01 18:27:47 (UTC+8)
    摘要: 我們建構了三個優惠券競爭的經濟模型來分析優惠券的發行會如何改變電商平台跨期的價格和市場結構。以兩期Hotelling模型為基礎。第一個模型分析兩個電商平台皆有發行優惠券之下的對稱經濟體。第二個模型考慮到優惠券的使用量與顧客的忠誠度呈線性相關。第三個模型考慮到消費者第二期的偏好分布會偏向於發行優惠券之平台。我們的核心發現是優惠券的發行能夠舒緩電商平台之間在第二期的價格競爭壓力。此外，對於發行優惠券之平台而言，兩期的總利潤將會增加。
    We construct three economic models of coupon competition to analyze how the issuance of coupons will change the intertemporal price and market structure of e-commerce platforms. Based on the two-period Hotelling model, our first model analyzes a symmetric economy under both platforms issue coupons. In the second model, we consider that the usage of coupons is linear in customer loyalty. In the third model, we consider that the distribution of customer preference in the second period will be biased toward the platform that issues coupons. Our core finding is that the issuance of coupons can relax the price competition between platforms in the second period. Moreover, for the platform issuing the coupons, the total profit of the two periods will increase.
    參考文獻: Anderson, E. T. & Dana, J. D. (2009). When Is Price Discrimination Profitable? Management Science, 55(6), 980-989.
    Banerjee, S. & Dholakia, R.R. (2008). Mobile Advertising: Does Location-based Advertising Work? International Journal of Mobile Marketing, 3(2), 68-74.
    Barat, S. & Ye, L. (2012). Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis. Journal of Marketing Development and Competitiveness, 6, 131-144.
    Bawa, K. & Shoemaker, R.W. (1987). The Effects of a Direct Mail Coupon on Brand Choice Behavior. Journal of Marketing Research, 24(4), 370-376.
    Belleflamme, P., & Peitz, M. (2015). Industrial organization: markets and strategies (2nd ed.). New York: Cambridge.
    Ben-Zion, U., Hibshoosh, A. & Spiegel, U. (1999). The Optimal Face Value of a Discount Coupon. Journal of Economics and Business, 51(2), 159-174.
    Boik, A. & Corts, K. (2016). The Effects of Platform Most-Favored-Nation Clauses on Competition and Entry. Journal of Law and Economics, 59(1), 105-134.
    Chen, S. F., Monroe, K. B. & Lou, Y. C. (1998). The Effects of Framing Price Promotion Messages on Consumers` Perceptions and Purchase Intentions. Journal of Retailing, 74(3), 353-372.
    Cui, N., Xiao, Y., Hu, Y. J., Xu, L. & Hu, Y. (2021). Do Consumers Always Prefer Coupons with a Large Discount? Journal of Contemporary, 4(2), 185-204.
    Danaher, P.J., Smith, M.S., Ranasinghe, K. & Danaher, T.S. (2015). Where, when, and how long: Factors that Influence the Redemption of Mobile Phone Coupons. Journal of Marketing Research, 52(5), 710-725.
    Duan, Y., Liu, T. & Mao, Z. (2022). How Online Reviews and Coupons Affect Sales and Pricing: An Empirical Study Based on E-Commerce Platform. Journal of Retailing and Consumer Services, 65, 102846.
    Gelman, J. R. & Salop, S. C. (1983). Judo Economics: Capacity Limitation and Coupon Competition. The Bell Journal of Economics, 14(2), 315-325.
    Gill, D. & Thanassoulis, J. (2015). Competition in Posted Prices with Stochastic Discounts. The Economic Journal, 126, 1528–1570.
    Hardesty, D.M. & Bearden, W.O. (2003). Consumer Evaluations of Different Promotion Types and Price Presentations: The Moderating Role of Promotional Benefit Level. Journal of Retailing, 79(1), 17-25.
    He, J. & Jiang, W. (2017). Understanding Users` Coupon Usage Behaviors in E-Commerce Environments. IEEE International Symposium on Parallel and Distributed Processing with Applications, 1047-1053.
    Hübner, A., Kuhn, H. & Kühn, S. (2016). An Efficient Algorithm for Capacitated Assortment Planning with Stochastic Demand and Substitution. European Journal of Operational Research, 250(2), 505-520.
    Im, H. & Ha, Y. (2013). Enablers and Inhibitors of Permission-Based Marketing: A Case of Mobile Coupons. Journal of Retailing and Consumer Services, 20, 495-503.
    Jhao, Y. L. (2020). A Case Study on Membership Economy and Management of the Retail Industry. Department of Business Administration, National Chengchi University Master Thesis.
    Jia, H., Yang, S., & Lu, X. (2018). Do Consumers Always Spend more when Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level. Journal of Marketing, 82, 70-85.
    Jiang, Y., Liu, Y., Wang, H., Shang, J. & Ding, S. (2015). Online Pricing with Bundling and Coupon Discounts. International Journal of Production Research, 56(5), 1773-1788.
    Khajehzadeh, S., Oppewal, H. & Tojib, D. (2015). Mobile Coupons: What to Offer, to whom, and Where? European Journal of Marketing, 49(5), 851-873.
    Kosmopoulou, G., Liu, Q., & Shuai, J. (2016). Customer Poaching and Coupon Trading. Journal of Economics, 118, 219-238.
    Kwong, L. (2003). Coupons and "Everyday Low Prices’: Price Competition with Multiple Instruments. Canadian Journal of Economics, 36(2), 443-462.
    Leone, R.P. & Srinivasan, S.S. (1996). Coupon Face Value: Its Impact on Coupon Redemption, Brand Sales, and Brand Profitability. Journal of Retailing, 72(3), 273-289.
    Li, C., Chu, M., Zhou, C. & Zhao, L. (2020). Two-Period Discount Pricing Strategies for an E-Commerce Platform with Strategic Consumers. Computers & Industrial Engineering, 147.
    Li, Z. H., Yang, W. S., Jin, H. S. & Wang, D. (2021). Omnichannel Retailing Operations with Coupon Promotions. Journal of Retailing and Consumer Services, 58, 102324.
    Lin, M. L., Yang, J. T. & Wan, C. S. (2015). Effect of Restaurant Discount Coupon Depth on Re-Consumption Willingness: A Moderating Role of Brand Image. SAGE Journals, 15(3), 193-205.
    Lin, S. H. (2003). Effects of Frequency Program Design on Rewards Preferences in Credit Card Market- “Customer Loyalty” as the Moderator. Department of Business Research and Education, National Yang Ming Chiao Tung University Master Thesis.
    Liu, F., Zhao, X.F., Zhang, J.L. & Tang, Q. (2016). Study on Consumer Usage Intention of Mobile Coupons: From the Perspective of Personal Characteristics and Motivations. Business Review, 28(2), 93-102.
    Martin, G., Parry, E. & Flowers, P. (2015). Do Social Media Enhance Constructive Employee Voice all of the Time or just some of the Time? Human Resource Management Journal, 25(4), 541-562.
    Osuna, I., González, J. & Capizzani, M. (2016). Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets. Journal of Retailing, 92, 236-251.
    Peng, G. F. & Huang, S. H. (2018). A Study on the Factors of Retention and Loyalty for B2C Platform. Administration Seminar, 16th, 600-611.
    Raghubir, P. (1998). Coupon Value: A Signal for Price? Journal of Marketing Research, 35(3), 316-324.
    Reimers, I. & Xie, C. (2019). Do Coupons Expand or Cannibalize Revenue? Evidence from an E-Market. Management Science, 65(1), 286-300.
    Rietveld, J. & Schilling, M.A. (2021). Platform Competition: A Systematic and Interdisciplinary Review of the Literature. Journal of Management, 47(6), 1528-1563.
    Rogoff, K. & You, Y. (2019). Redeemable Platform Currencies. The Review of Economic Studies.
    Shaffer, G. & Zhang, Z.J. (1995). Competitive Coupon Targeting. Marketing Science, 14(4), 395-416.
    Souiden, N., Chaouali, W. & Baccouche, M. (2019). Consumers’ Attitude and Adoption of Location-Based Coupons: The Case of the Retail Fast Food Sector. Journal of Retailing and Consumer Services, 47, 116-132.
    Spiekermann, S., Rothensee, M. & Klafft, M. (2011). Street Marketing: How Proximity and Context Drive Coupon Redemption. Journal of Consumer Marketing, 28(4), 280-290.
    Trump, R.K. (2016). Harm in Price Promotions: When Coupons Elicit Reactance. Journal of Consumer Marketing, 33(4), 302-310.
    Tsai, W. D. (2008). A Feasibility Analysis: Cross-Industry Points Transaction Mechanism. Department of Finance, National Sun Yat-sen University Master Thesis.
    Villemoes, R. (2020). E-commerce Coupons- Why They Increase Customer Acquisition, Brand Loyalty and Conversions. https://www.alpha-solutions.com/us/insight/e-commerce-coupons
    Wang, M.Y. & Zhao, X.F. (2015). A Study on the Impact of Consumers’ Regulatory Focus and Imitating Others Behavior on the Usage Intention of Mobile Coupons. Chinese Journal of Management, 12(7), 1045-1050.
    Wang, P., Du, R. & Hu, Q. (2020). How to Promote Sales: Discount Promotion or Coupon Promotion? Journal of Systems Science and Systems Engineering, 29(4), 381-399.
    Wierich, R. & Zielke, S. (2014). How Retailer Coupons Increase Attitudinal Loyalty- The Impact of Three Coupon Design Elements. European Journal of Marketing, 48, 699-721.
    Wu, G. Y. (2019). A Case Study on the User Recommendation and Management Mechanism of Reward Points Economic Ecosystem. Department of Business Administration, National Chengchi University Master Thesis.
    Wu, M. Z. (2020). The Applied Development of Blockchain-Based Point System. Executive Master of Business Administration, National Chengchi University Master Thesis.
    Yang, H. T. (2004). The Impact of Membership Fee on Sunk Cost, Action Inertia, Consumption, and Retention. Institute of International Business, National Cheng Kung University Master Thesis.
    Yu, Z. (2021). On the Coexistence of Cryptocurrency and Fiat Money. Available at SSRN 3776097.
    Zhang, Z., Ma, M., Leszczyc, P.T.L.P. & Zhuang, H. (2020). The Influence of Coupon Duration on Consumers’ Redemption Behavior and Brand Profitability. European Journal of Operational Research, 281, 114-128.
    描述: 碩士
    國立政治大學
    經濟學系
    109258021
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109258021
    資料類型: thesis
    DOI: 10.6814/NCCU202200978
    顯示於類別:[經濟學系] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    802101.pdf1663KbAdobe PDF20檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋