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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 1-Aug-2022 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
dc.contributor.advisor 何靜嫺zh_TW
dc.contributor.author (Authors) 陳德容zh_TW
dc.contributor.author (Authors) Chen, Te-Jungen_US
dc.creator (作者) 陳德容zh_TW
dc.creator (作者) Chen, Te-Jungen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Aug-2022 18:27:47 (UTC+8)-
dc.date.available 1-Aug-2022 18:27:47 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2022 18:27:47 (UTC+8)-
dc.identifier (Other Identifiers) G0109258021en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141249-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經濟學系zh_TW
dc.description (描述) 109258021zh_TW
dc.description.abstract (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。zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents 1. Introduction 1
2. Related Literature 3
3. Coupon Competition and Intertemporal Effects 8
3.1 Characterization of equilibrium 9
3.1.1 To stay or to switch? 9
3.1.2 Period-two equilibrium prices 11
3.1.3 Purchase decisions for t=1 13
3.1.4 Market prices and sizes of coupons for t=1 15
3.2 Impacts of Coupons 16
4. Linear Usage of Coupons 18
4.1 Characterization of Equilibria 19
4.1.1 To stay or to switch? 19
4.1.2 Period-two equilibrium prices 21
4.1.3 Purchase decisions for t=1 24
4.1.4 Market prices for t=1 26
4.1.5 The optimal size of coupons for t=0 29
5. Biased Customer Preference 32
5.1 Characterization of Equilibria 32
5.1.1 To stay or to switch? 32
5.1.2 Period-two equilibrium prices 33
5.1.3 Purchase decisions for t=1 35
5.1.4 Market prices for t=1 38
5.1.5 The optimal size of coupons for t=0 42
6. Concluding Remarks 45
References 48
Appendix A 52
Appendix B 52
Appendix C 55
Appendix D 58
Appendix E 61
Appendix F 64		zh_TW
dc.format.extent 1703013 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109258021en_US
dc.subject (關鍵詞) 優惠券zh_TW
dc.subject (關鍵詞) 電商平台zh_TW
dc.subject (關鍵詞) 價格競爭zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) Couponen_US
dc.subject (關鍵詞) E-commerce platformen_US
dc.subject (關鍵詞) Price competitionen_US
dc.subject (關鍵詞) Loyaltyen_US
dc.title (題名) 電商平台代幣：跨期消費與競爭策略zh_TW
dc.title (題名) E-Commerce Platform Vouchers: Intertemporal Consumption and Competitive Strategiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (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.		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202200978en_US