游戏化发放方式对优惠券使用意愿及行为的影响  

The Impact of Gamified Distribution on Coupon Redemption Intentions and Behaviors

作　　者：庞隽[1] 李梦琳 邱凌云[2] 陈欢 Pang Jun;Li Menglin;Qiu Lingyun;Chen Huan(School of Business,Renmin University of China;Guanghua School of Management,Peking University;CNPC Managers Training Institute)

机构地区：[1]中国人民大学商学院 [2]北京大学光华管理学院 [3]中国石油北京石油管理干部学院

出　　处：《营销科学学报》2022年第3期80-98,共19页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(72072179)的资助。

摘　　要：本文研究了优惠券的两种游戏化发放方式(机会型游戏和技能型游戏)对消费者使用优惠券的意愿及行为的影响。我们提出了一个认知-情感双路径理论模型来解释该影响的作用机制。通过两个实地实验和一个在线实验,我们发现与直接赠送相比,采用机会型游戏和技能型游戏发放优惠券可以通过提升感知稀缺性和感知趣味性提高和增加优惠券使用意愿及行为,但这两种游戏化发放方式在影响感知趣味性的机制上存在显著差异。本研究对优惠券促销和游戏化设计的相关文献做出了理论贡献,并有助于零售商改进其优惠券促销设计。This paper analyzed the impact of two gamified distribution methods of coupons(namely games of chance and games of skill)on consumers’ intentions and behaviors of coupon redemption. A cognitive-emotional dual-path theoretical model is proposed to account for the underlying mechanisms. Across two field experiments and one online experiment, we found that compared with directly-delivered coupons, coupons delivered through chance-based or skill-based games are more likely to be redeemed. These effects are mediated by perceived scarcity of the coupon and perceived enjoyment of the coupon delivery process. In addition, the impact of chance-based games on perceived enjoyment is mediated by perceived luck, whereas that of skill-based games is mediated by perceived effort. Our research contributes to the literature on coupon promotion and gamification design, and provides important guidances for the design of coupon promotions.

关 键 词：优惠券促销 游戏化 机会型游戏 技能型游戏 优惠券使用 

分 类 号：F713.55[经济管理—市场营销]