Understanding the impact of recipient identification and discount structure on social coupon sharing: The role of altruism and market mavenism
研究了消费者分享社交优惠券时，接收者身份（如家人或同事）和折扣结构（如双方同等优惠或偏向一方）如何通过利他主义影响分享意愿，对市场行家特质低的人影响更大。
Abstract This study investigates consumers’ sharing of social coupons, a novel and understudied marketing strategy in which a consumer receives a coupon set where one coupon is meant to be kept and redeemed, while the other is meant to be shared with a secondary recipient. Linking the literature on marketing promotions, social influence, sharing motivations, and consumer characteristics, we examine how identification of a specific secondary recipient (e.g., family member vs. co‐worker) and coupon discount structure (e.g., equal discount for both the sharer and the secondary recipient vs. a structure favoring one of the parties) affect social coupon sharing. Four experimental studies demonstrate that consumers are more likely to share social coupons when socially close to the identified recipient and when discount structure benefits the secondary recipient due to enhanced feelings of altruism. These effects are particularly impactful for individuals low in market mavenism, whereas individuals high in market mavenism share regardless. These findings enhance theories on behavioral pricing, social influence, and sharing motivations. Results indicate that current practices in the marketplace may not all be strategically sound and that practitioners should carefully consider how identification and discount structure are employed to maximize social coupon sharing.