Determinants of Social Shopping Performance in Small and Medium‐Sized Social Merchants: Theories and Empirical Evidence
研究了社交购物平台Roupon上不同行业商户的促销要素与销售绩效的关系，发现餐饮和医疗服务类商户需要不同的营销参数来最大化优惠券销量。
In this study, we review theoretical foundations of the social shopping phenomenon and investigate the relationships between key elements of roupon's social shopping system and sales performance of roupon promotions. We collected sales and promotion data from roupon's website for two types of businesses (restaurants and health‐care services) to find the key elements that influence sales for merchants using roupon's promotions. Our study shows that different types of businesses require different marketing parameters to maximize the number of coupons sold. Implications of our study for social merchants, social intermediaries, and research directions are also discussed.