JOURNAL ARTICLE

The impacts of coupon and discount on exposure and various stages of conversion funnel: An empirical investigation of the online food delivery service.

  • Published In: Canadian Journal of Administrative Sciences (John Wiley & Sons, Inc.), 2025, v. 42, n. 1. P. 160 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Shao, Jiehao; Jing, Ranzhe; Li, Jie 3 of 3

Abstract

With the rapid development of delivery services, online‐to‐offline food delivery systems provide merchants the traffic support and marketing efforts to reach potential customers. Monitoring customer behavior allows us to measure conversion rates and analyze the relationship between marketing performance and the efforts of platforms or merchants. This study investigates the impact of incentives, including coupons from platforms and discounts from merchants, on exposure and conversion rates for different merchants. Besides, the dynamic analysis demonstrates significant adverse effects of lagged incentives on exposure and click rate. Platforms and merchants of online food delivery services stand to benefit from these insights. [ABSTRACT FROM AUTHOR]

Additional Information

  • Source:Canadian Journal of Administrative Sciences (John Wiley & Sons, Inc.). 2025/03, Vol. 42, Issue 1, p160
  • Document Type:Article
  • Subject Area:Science
  • Publication Date:2025
  • ISSN:0825-0383
  • DOI:10.1002/cjas.1764
  • Accession Number:183953320
  • Copyright Statement:Copyright of Canadian Journal of Administrative Sciences (John Wiley & Sons, Inc.) is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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