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

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 59 - 85, 14.06.2017

Ela Arı

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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