How Can E-Commerce Businesses Implement Discount Strategies through Social Media?

doi:10.3390/su12187459

	How Can E-Commerce Businesses Implement Discount Strategies through Social Media?
	Lv, Junjie 1; Wang, Zichen 1; Huang, Yuqing 2; Wang, Tong 1; Wang, Yuanzhuo 3
	2020-09-01
发表期刊	SUSTAINABILITY
卷号	12 期号:18 页码:19
摘要	In the context of the global economic downturn caused by COVID-19, e-commerce has become the first choice for people to shop. Many merchants choose to launch promotion activities through some social media platforms. Price discounts can dramatically increase sales volume in social e-commerce due to the interaction of online consumers. It is urgent for e-commerce merchants to learn rules about discount information dissemination in social media, so as to formulate reasonable discount strategies and achieve sustainable business. This paper constructs an evolutionary game model for e-commerce platforms and merchants when they implement promotion strategies through social media, investigates discount information dissemination among consumers under multiple situations by introducing price discount parameters, and further discusses the influence mechanism of discount size and platform reputation on consumers' purchase behavior. Results show that in low-reputation e-commerce platforms, the price discount is the main motivation to purchase. Consumers' preference for the high discount is weakened by the increase in platforms' reputation. Discounts should be set according to the different reputations. Businesses in a high-reputation environment are relatively more profitable. E-commerce businesses should work together, apply reasonable pricing, and improve their quality to create a green and healthy shopping environment, in order to get benefits and sustainable development.
关键词	purchase behavior information dissemination evolutionary game behavior modeling price discount social e-commerce e-commerce reputation
DOI	10.3390/su12187459
收录类别	SCI
语种	英语
资助项目	BEIJING SOCIAL SCIENCE FUND[19GLB039]
WOS研究方向	Science & Technology - Other Topics ; Environmental Sciences & Ecology
WOS类目	Green & Sustainable Science & Technology ; Environmental Sciences ; Environmental Studies
WOS记录号	WOS:000584266600001
出版者	MDPI
引用统计	被引频次：26[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://119.78.100.204/handle/2XEOYT63/16026
专题	中国科学院计算技术研究所期刊论文_英文
通讯作者	Lv, Junjie
作者单位	1.Beijing Technol & Business Univ, Sch E Business & Logist, Beijing 100048, Peoples R China 2.Northern Illinois Univ, Coll Liberal Arts & Sci, De Kalb, IL 60115 USA 3.Chinese Acad Sci, Inst Comp Technol, Beijing 100049, Peoples R China
推荐引用方式 GB/T 7714	Lv, Junjie,Wang, Zichen,Huang, Yuqing,et al. How Can E-Commerce Businesses Implement Discount Strategies through Social Media?[J]. SUSTAINABILITY,2020,12(18):19.
APA	Lv, Junjie,Wang, Zichen,Huang, Yuqing,Wang, Tong,&Wang, Yuanzhuo.(2020).How Can E-Commerce Businesses Implement Discount Strategies through Social Media?.SUSTAINABILITY,12(18),19.
MLA	Lv, Junjie,et al."How Can E-Commerce Businesses Implement Discount Strategies through Social Media?".SUSTAINABILITY 12.18(2020):19.