行動優惠券之社群代言傳遞機制

Abstract

隨著社群媒體和移動設備的普及，企業有更多的管道傳播優惠券，然而，目前的傳播方式導致優惠券的兌換率沒有達到理想的狀態。由於市場上充斥各式各樣的行動優惠卷，反而讓消費者無法快速地找到想要的優惠，且漫無目的的傳播優惠券會造成消費者的反感。本研究設計一個新的社群優惠券代理人機制，協助找出那些具有優惠券傾向和分享意願的代理人，並給予適合的優惠券接收人選。我們的機制讓折扣訊息更有效率的傳播，幫助消費者收集符合自身喜好與地點適切的優惠券。另一方面，幫助企業有效率的傳播行動優惠券給目標客群。

With the popularity of social media and mobile device, businesses have more digital coupon dissemination channels than before. However, coupon redemption rates are unsatisfactory to businesses. The important factor driving coupon receivers to redeem mobile coupons is to understand them. The objective of this study is to design a new social coupon endorsing mechanism, which aims to find out those endorsers who have coupon proneness and high sharing willingness in coupon diffusion, with a recommended list of coupon receivers. Our mechanism propagates mobile coupon or discount information in an efficiency way by helping consumers effortlessly gather the coupons fitting their preference and location, and saving money when they are purchasing. On the other hand, it helps business propagate mobile coupon to the target consumers in an efficiency way.