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A two-stage model for forecasting consumers' intention to purchase with e-coupons

Author

Listed:
  • Xinxin Ren

    (EM - EMLyon Business School)

  • Jingjing Cao
  • Xianhao Xu
  • Yeming Gong

Abstract

E-coupons (electronic coupons) have been a mainstay of online marketing to attract consumers and promote them to repeat purchase, distributing right e-coupons to right consumers is of critical importance. In big data era, analyzing consumers preferences for e-coupons by their online behavior and the impact of data imbalance caused by low active consumers are rarely studied. Thus, we propose a two-stage hybrid model. Firstly, consumer segmentation is implemented to analyze behavioral characteristics for each segment and distinguish low active consumers, then models are constructed for different consumer segments. The proposed model is applied to a real online consumption data. Consumers are aggregated into four segments: potential e-coupons user, low discount sensitive user, high discount sensitive user (including discount preference and fixed preference). The first one is defined as low active consumer segment and others are high active consumer segments. Isolation forest model and logistic regression model are respectively constructed for them. Result shows that data imbalance is effectively relieved, prediction performance is also significantly better than the traditional approaches. Finally, e-coupons' usage characteristics for each consumer segment are summarized, according to that, companies can increase sales and improve consumer satisfaction as well.

Suggested Citation

  • Xinxin Ren & Jingjing Cao & Xianhao Xu & Yeming Gong, 2021. "A two-stage model for forecasting consumers' intention to purchase with e-coupons," Post-Print hal-03188221, HAL.
  • Handle: RePEc:hal:journl:hal-03188221
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    Citations

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    Cited by:

    1. Hu, Li & Zhang, Mengwei & Wen, Xin, 2023. "Optimal distribution strategy of coupons on e-commerce platforms: Sufficient or scarce?," International Journal of Production Economics, Elsevier, vol. 266(C).
    2. Xiao, Yan & Li, Congdong & Thürer, Matthias & Liu, Yide & Qu, Ting, 2022. "User preference mining based on fine-grained sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Henrika Langen & Martin Huber, 2022. "How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign," Papers 2204.10820, arXiv.org, revised Jun 2022.
    4. Ladhari, Riadh & Hudon, Tristan & Massa, Elodie & Souiden, Nizar, 2022. "The determinants of Women's redemption of geo-targeted m-coupons," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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