Analysis Of Factors Affecting The Use Of Mobile Coupons

With the O2O(Online To Offline)business model entering a rapid development stage,mobile coupons have attracted the attention of scholars and the industry as a preferential means of attracting customers online payment.Many papers have analyzed the influencing factors of the willingness to use mobile coupons,however most scholars only pay attention to user characteristics,ignoring merchant characteristics and coupon characteristics.At present,many commercial websites can record related information such as merchants,users,coupons,etc.For the research of mobile coupons,the research is no longer a random sample but the whole data,and the usage behavior can be studied from multiple feature angles,accuracy will be more practical and will be enhanced.Based on this,this study uses the algorithms and models in machine learning to explore the consumption records of mobile coupon data sets.Based on the literature review of related research at home and abroad,from the perspectives of user characteristics、merchant characteristics、user merchant portfolio characteristics、 coupon characteristics and other characteristics,try to construct a predictive model and a survival analysis model for mobile coupons after the customer receives the mobile coupon.According to the experimental results,the influencing factors of mobile coupon use behavior are explored.The contribution of this research is to explore the influencing factors of mobile coupon usage behavior from multiple feature perspectives,and introduce the survival analysis model into the research of mobile coupon lifetime.The research results show that the characteristics of merchants and coupons are the main factors affecting the behavior of mobile coupons;user merchant combination characteristics,user characteristics and other characteristics have an impact on the use of mobile coupons,but the impact is small;the characteristics of the store have a significant positive impact on the speed of the mobile coupon;the discount rate of the coupon in the coupon feature is positively correlated with the speed of the mobile coupon,and the minimum spending limit of the coupon and the use of the mobile coupon are negative relevant;the impact of geographic features on the speed of mobile coupons is not significant.