讲座题目：Mobile Coupon Acquisition and Redemption for Restaurants:
The Effects of Store Clusters as a Double-Edged Sword
主讲人： 邱淳副教授（Martin Qiu）
讲座内容：In the era of mobile technology, smartphones have become a major distribution channel for coupons. Store clusters, defined as a set of stores with similar and complementary offerings that are physically located in close proximity, play a pivotal role in retailer operations. Nevertheless, many questions remain unanswered as to the extent to which store clusters affect a store’s promotional outcome in the era of mobile technology. From the information collected on 11,222 mobile coupons issued by 1,799 restaurants in Hangzhou City, China, this paper investigates how store clusters in the format of shopping centers affect mobile coupon acquisition and redemption. The study identifies store clusters as a “double-edged” sword, in the sense that they affect coupon acquisition and redemption in a contrary manner. Specifically, for a focal store, a higher shopping center density around, and a closer distance to, the shopping center nearby leads to a higher amount of coupon acquisition but to a lower redemption rate. The results are robust in different model specifications and variable measures. This paper also investigates the impact of coupon features on coupon acquisition and redemption, as well as the moderating effects of store clusters on coupon features. Finally, this paper offers several managerial implications on mobile coupon promotions.
讲座人介绍：Martin Qiu老师于1996年毕业于华中科技大学经济学院，2008年获得加拿大阿尔伯塔大学商学院营销专业博士学位，曾任教于加拿大麦基尔大学，现为加拿大劳埃尔大学拉泽里德斯商学院营销系副教授(终身教职)。他的研究方向是零售管理，大数据营销，移动营销和企业社会责任，他的研究成果发表在Journal of Retailing, Journal of Business Research, European Journal of Marketing, Marketing Letters, Journal of Business Ethics, Journal of Economic Psychology等一流专业学报上。