Research on the influence of coupon attributes on consumers' shopping intention

• 1、School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876

Abstract：Taking the purchase intention of consumers as the research object, this paper constructs a model with the coupon attribute as the research variable and puts forward the hypothesis. Finally, the data is collected through the questionnaire survey, the hypothesis is tested and the model is modified to provide the basis for optimizing the business marketing strategy and e-commerce platform recommendation strategy. The results show that: the full reduction attribute of coupons has significant difference on the purchase intention of male and female consumers; the demand intensity of consumers for a product can adjust the relationship between the full reduction attribute of coupons, the special way of issuance and the purchase intention of consumers; and for the relationship between the time attribute, the full coverage issuance and the purchase intention of consumers, this paper analyzes the relationship between the full reduction attribute of coupons and the purchase intention of consumers. For the time attribute, the coupon plus the time condition will only reduce the coupon exchange rate, not improve consumers' shopping intention, but will have a drainage effect.

Keywords： Coupons consumer behavior perceived value willingness to buy