Electronic coupon (e-coupon) is one of the most important marketing tools in B2C e-commerce. To improve the e-coupon redemption rate and reduce marketing costs, it is crucial to retarget customers who have received e-coupons and have higher propensity to redeem their coupons. Using log data and transactional data to extract the features of past purchase behavior, past coupon redemption behavior and browsing behavior during coupon validity period, we investigate the factors influencing customers’ propensity for e-coupon redemption. Our results show that almost all the variables used in our analysis (except the visit time) affect consumers’ coupon redemption propensity. Our study can help companies develop promotional strategies that better retarget those customers who are more likely to respond to coupon marketing. It also highlights the potential of using predictive analytics to enhance marketing effectiveness in the era of big data.

电子优惠券（e-coupon）是B2C电子商务中最重要的营销工具之一。为了提高电子优惠券的兑换率并降低营销成本，至关重要的是重新定位已收到电子优惠券且具有较高赎回优惠券倾向的客户。利用日志数据和交易数据提取优惠券有效期内的过往购买行为，过往优惠券兑现行为和浏览行为的特征，探讨影响客户电子优惠券兑现倾向的因素。我们的结果表明，我们分析中使用的几乎所有变量（访问时间除外）都会影响消费者的优惠券赎回倾向。我们的研究可以帮助公司制定促销策略，从而更好地重新定位那些更可能响应优惠券营销的客户。