DRIVERS OF REPEAT PURCHASE AND WORD-OF-MOUTH FOR GROUPON MERCHANTS

Öz

Daily deal site companies such as Groupon offer coupons for services and products with deep discounts, a practice that typically ends up in a loss of revenue for the participating merchants. Thus, the key question for long-term viability is whether daily deal consumers repeat purchase from and/or generate positive word-of-mouth for the merchants. This research investigates the deal, merchant and consumer characteristics that influence the initial purchase of the deal, the repurchase likelihood of the service at different price levels and the word-of-mouth behavior of consumers in an experimental setting with 960 participants. The results reveal that when consumers have high satisfaction, merchants are likely to get (1) more repeat purchase when they give a moderate (vs. low or high) initial discount, and (2) more word-of-mouth occurs when merchants are physically close (vs. distant) to the consumers. Furthermore, consumers’ coupon proneness (but not price consciousness) increases both daily deal purchase and after-deal word-of-mouth. Interestingly, consumers who are more concerned with price as a cue for quality are more willing to repurchase at full price. These findings give merchants specific recommendations as to how to price and target their deals to improve the likelihood of repeat purchase and WOM generation.

Anahtar Kelimeler

• deep discount,online deal sites,repeat purchase,price consciousness,coupon proneness,price-quality schema,involvement,promotions,experiment

GROUPON SATICILARI IÇIN TEKRAR SATIN ALMA VE AĞIZDAN-AĞIZA PAZARLAMAYI YÖNLENDIREN ETKENLER

Öz

Grupon gibi fırsat siteleri; ürün ve servisler için yüksek indirim kuponları sağlamaktadır. Ancak bu indirimler  kuponu sağlayan servis sağlayan satıcılar  aleyhine sonuçlanmakta ve para kaybına sebep olmaktadır. Bu nedenle uzun vadede sürdürülebilirliğin sağlanabilmesi için tekrar satın alım ve ağızdan ağıza olumlu pazarlamanın üretilmesi gerekmektedir.  Bu araştırma fırsat sitelerinde satılan servislerin, servis sağlayıcıların  ve tüketicilerin özelliklerini, tekrar satın alım ihtimalini ve tüketicilerin olumlu  ağızdan ağıza aktarımlarını deneysel bir dizaynla gerçekleştirilen 960 katılımcı ile incelemektedir. Tüketicilerin servis memnuniyeti yüksek olduğunda (1) ilk indirim ortalama düzeyde olduğunda daha fazla tekrar satın alım yapıldığı ve (2) Servis sağlayıcılar fiziksel olarak yakın olduğu durumlarda daha fazla ağızdan ağıza iletişim oluştuğu bulgularına ulaşılmıştır.  Ayrıca, tüketicilerin kupon eğilimi (fiyat bilinci değil) hem fırsat kuponu alımını hem de fırsat sonrası ağızdan ağıza pazarlamayı artırmaktadır. İlginçtir ki, fiyatı kalite konusunda bir ipucu olarak değerlendiren tüketiciler, tekrar tam fiyatla satın almaya daha isteklidirler. Bu bulgular, servis sağlayıcılara tekrar satın alım ve ağızdan ağıza pazarlama üretme olasılığını artırmak için fırsatlarını nasıl fiyatlandıracaklarını ve amaç planlamaları konusunda özel tavsiyeler vermektedir.

Anahtar Kelimeler

• Yüksek indirim,çevrimiçi fırsat sitesi,tekrar satın alma,fiyat duyarlılığı,kupon düşkünlüğü,fiyat kalite şeması,ilgilenim,promosyonlar,deney

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