Open Collaboration Strategy of International Retailers: An Analysis of Co-Creation

Mobile coupons have significantly enhanced marketing and e-commerce. To assess the benefits of mobile coupon apps, which are unavailable with traditional coupons, we examined users’ motivations for obtaining redeeming bonus from a customer value perspective. We collected issue redemption data app used it to analyze effects various factors on redemption. Using days as control variable, tested bonus-type buy-one-get-one-free-type separately. applied negative binomial regression tests standardized number issuing days, face value, price, brand popularity. Our findings indicate that coupon’s functional (face product price) social (brand popularity) values affect Furthermore, vary by type-bonus or buy-one-get-one-free. These results can help e-commerce practitioners take advantage optimal right products.