earticle

영어

The discount online voucher initiated by Groupon has changed the way many online shoppers find bargains for local services. Will the distance influence the consumers’ decision to purchase at the daily deal site? How far does a consumer travel to use her discount online voucher? In this paper, in particular, we empirically examine the micro level data of a Groupon-like daily deal web site to identify the effects of the distance on the purchase and redemption of coupons. We analyze the dataset extracted from the transactional database during the period between July 2010 and December 2010. The results show that the number of purchase increases as the stores get distant from the predefined consumers’ local region. Whereas consumers redeem the coupons of the remote places later on average in that the coupon redemption rate decreases as the stores get distant.