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Data Analysis and Knowledge Discovery  2019, Vol. 3 Issue (6): 42-49    DOI: 10.11925/infotech.2096-3467.2018.0995
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E-Coupon and Economic Performance of E-commerce
Xiaozhou Dong1(),Xinkang Chen2
1(School of Business Administration, Shanghai Lixin University of Accounting and Finance, Shanghai 201209, China)
2(School of International Business Administration, Shanghai University of Finance & Economics, Shanghai 200433, China)
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[Objective] This paper tries to categorize consumers based on the elasticity of their electronic discount vouchers with a heterogeneous mixture model. [Methods] We built the proposed model with heterogeneous mixture model and 22,234 members’ shopping data at a large online retail portal in China. We obtained the model parameters from the maximum likelihood estimation. [Results] Compared with the controlled group, the treatment group’s usage of electronic vouchers increased by 18.6%, their average amount of spending added 43 yuan, and the overall contribution margin raised by 359 thousand yuan. [Limitations] We only adopted one explanatory variable (membership levels) to the probability function. [Conclusions] The proposed model could help companies optimize the effects of their promotions, and increase the usage of vouchers, sales and gross profits.

Key wordsElectronic Coupon      Economic Performance      Mixture Model      Big Data Analysis     
Received: 07 September 2018      Published: 15 August 2019

Cite this article:

Xiaozhou Dong,Xinkang Chen. E-Coupon and Economic Performance of E-commerce. Data Analysis and Knowledge Discovery, 2019, 3(6): 42-49.

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