The effectiveness of random discounts for migrating customers to the mobile channel

Vries, Eline L. E. De; Zhang, Sha

doi:10.1016/j.jbusres.2020.01.041

Cited by 11 publications

(9 citation statements)

References 83 publications

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“…Our results show that anxiety is probably a contagious emotion that negatively affects people's empathetic behavior. As such, avoiding the “selling of anxiety,” as our findings show, would benefit consumer well-being as well as society at large (de Vries and Zhang, 2020).…”

Section: Discussionmentioning

confidence: 81%

Do expressions of sadness, anxiety and fear have different impacts on attracting donations? Evidence from a Chinese online charitable crowdfunding platform

Zhang²,

Hong³

2022

ITP

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PurposeExtant research shows mixed results on the impact of expressed negative emotions on donations in online charitable crowdfunding. This study solves the puzzle by examining how different types of negative emotions (i.e. sadness, anxiety and fear) expressed in crowdfunding project descriptions affect donations.Design/methodology/approachData on 15,653 projects across four categories (medical assistance, education assistance, disaster assistance and poverty assistance) from September 2013 to May 2019 come from a leading online crowdfunding platform in China. Text analysis and regression models serve to test the hypotheses.FindingsIn the medical assistance category, the expression of sadness has an inverted U-shaped effect on donations, while the expression of anxiety has a negative effect. An appropriate number of sadness words is helpful but should not exceed five times. In the education assistance and disaster assistance categories, the expression of sadness has a positive effect on donations, but disclosure of anxiety and fear has no influence on donations. Expressions of sadness, anxiety and fear have no impact on donations in the poverty assistance category.Research limitations/implicationsThis work has important implications for fundraisers on how to regulate the fundraisers' expressions of negative emotions in a project's description to attract donations. These insights are also relevant for online crowdfunding platforms.Originality/valueOnline crowdfunding research often studies negative emotions as a whole and does not differentiate project types. The current work contributes by empirically testing the impact of three types of negative emotions on donations across four major online crowdfunding categories.

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Section: Discussionmentioning

confidence: 81%

Do expressions of sadness, anxiety and fear have different impacts on attracting donations? Evidence from a Chinese online charitable crowdfunding platform

Zhang²,

Hong³

2022

ITP

Self Cite

View full text Add to dashboard Cite

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“…Furthermore, unlike Hanson and Yuan (2018) who suggested that firms should strongly encourage coupon sharing by communicating strong calls to share the coupon, our results however, suggest that simply providing the shareable coupons is sufficient for their effectiveness. This finding is important for firms to be aware of, as too strong calls by firms to share the coupons may activate consumers' persuasion knowledge and thus lead to psychological resistance (de Vries & Zhang, 2020). Finally, we show the effectiveness of shareable digital coupons not only with Asian consumers, who are generally more concerned about their image than Western consumers (Bao et al, 2003; Oetzel et al, 2001; Ting‐Toomey & Kurogi, 1998), but also among a sample with predominantly American and European customers.…”

Section: Discussionmentioning

confidence: 99%

The mere possession effect of shareable digital coupons: The mediating role of anticipated self‐enhancement

Zhang

Vries

Ding

2022

J of Consumer Behaviour

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Shareable digital coupons have emerged as a new marketing strategy. Prior literature on shareable coupons assumes that shareable coupons can play a role only after they have been shared with others. Surprisingly, we theorize that shareable coupons can come into play as early as when consumers merely possess them, even before consumers share them with others, an effect that precedes the effect of the actual coupon sharing. In this research, we show that the mere possession of shareable digital coupons (not necessarily the actual sharing) is able to induce anticipated self‐enhancement among consumers. Hence shareable digital coupons are more effective than non‐shareable digital coupons, and the effect is most pronounced among consumers with high image concerns. The higher coupon effectiveness of shareable digital coupons is reflected in consumers' greater urge/intention to acquire the coupon, intention to revisit, willingness to spend, as well as in firm's sales increase when products are promoted with shareable instead of non‐shareable digital coupons. Our work contributes to the literature on shareable coupons, the mere possession effects, anticipated self‐enhancement, and other‐rewarding promotions, and is of important managerial value given the ease with which the shareability feature can be added to coupons.

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“…Chen et al. , 2021; De Vries and Zhang, 2020; Hofenk et al. , 2019; Schneider and Zielke, 2021) as it allows manipulations of independent variables and consequently determining cause-effects on the dependent constructs.…”

Section: Methodsmentioning

confidence: 99%

Shopping app features: influencing the download and use intention

Sinemus

Zielke

2022

IJRDM

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PurposeShopping apps are a highly relevant channel and an increasingly important part of omni-channel retailing, as they strengthen the customer relationship. This study analyses the possibilities available to retailers to encourage consumers to download a shopping app and use it in the long-term.Design/methodology/approachThe study uses a scenario-based online experiment with a 2 × 2 × 2 between-subjects design and data from 332 participants. A second online experiment with a 2 × 3 between-subjects design and data from 200 participants supplements the main experiment. The data obtained from these experiments were analysed using M/ANCOVA and PROCESS.FindingsFindings suggest that a rebate (monetary incentive) increases the download intention. Online and in-store app features (non-monetary incentives) do also have positive impacts on the use intention, though the in-store feature only works when it is offered in combination with the online feature. The relationships are mediated by the perceived usefulness of the shopping app. Moreover, the non-monetary features interact with the channel preference of the consumers, who react more positively towards features offered in a non-preferred channel. A supplementary study supports this finding.Originality/valueThis research is novel as it analyses the impact of monetary (rebate) and non-monetary (online and in-store features) incentives on both the download and use intention of a shopping app separately. Further, it contributes to research on the topic by examining which features consumers perceive as useful. Finally, the study considers the omni-channel environment regarding consumers’ channel preference.

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The effectiveness of random discounts for migrating customers to the mobile channel

Cited by 11 publications

References 83 publications

Do expressions of sadness, anxiety and fear have different impacts on attracting donations? Evidence from a Chinese online charitable crowdfunding platform

Do expressions of sadness, anxiety and fear have different impacts on attracting donations? Evidence from a Chinese online charitable crowdfunding platform

The mere possession effect of shareable digital coupons: The mediating role of anticipated self‐enhancement

Shopping app features: influencing the download and use intention

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