標題: Diffusing mobile coupons with social endorsing mechanism
作者: Li, Yung-Ming
Liou, Jyh-Hwa
Ni, Ching-Yuan
資訊管理與財務金融系 註:原資管所+財金所
Department of Information Management and Finance
關鍵字: Mobile coupon;Location-based commerce;Social network;Social endorser;Social diffusion
公開日期: 1-Feb-2019
摘要: With the popularity of social media and mobile device, vendors have more distribution channels for digital coupons than ever before. However, coupon redemption rates are unacceptable to venders. The important factor driving coupon receivers to redeem mobile coupons is an understanding of them. The purpose of this study is to propose a new social coupon endorsing mechanism, which aims to identify those endorsers who have coupon proneness and a high sharing willingness for coupon diffusion, with a recommended list of coupon receivers. Our experimental results show that our proposed mechanism effectively propagates mobile coupon or discount information by helping consumers to more efficiently gather coupons which fit their preferences and location, and to save money. It also helps vendors propagate mobile coupons to the target consumers in an efficient way.
URI: http://dx.doi.org/10.1016/j.dss.2018.11.002
http://hdl.handle.net/11536/148806
ISSN: 0167-9236
DOI: 10.1016/j.dss.2018.11.002
期刊: DECISION SUPPORT SYSTEMS
Volume: 117
起始頁: 87
結束頁: 99
Appears in Collections:Articles