Research on the Acquisition and Redemption of E-coupons: A Sample Selection Bias Perspective

Research on consumers' acquisition and redemption behaviors of e-coupons can assist e-commerce enterprises in accurately placing e-coupons and improving marketing efficiency. This paper presents theoretical models for consumers' behavior of acquiring and redeeming e-coupons. Comparative analysis is conducted using Heckman two-stage regression and multiple linear regression to explore the influencing factors of consumers' behavior of acquiring and redeeming coupons. The study addresses the common issue of sample selection bias in transaction data. It reveals the significant influence of consumers' historical purchase behavior and historical coupon acquisition and redemption behavior on their subsequent acquisition and redemption decisions. Furthermore, it demonstrates the pivotal role of coupon attributes on redemption decisions. The results provide a scientific basis for enterprises to formulate marketing strategies.