This study investigates consumers’ sharing of social coupons, a novel and understudied marketing strategy in which a consumer receives a coupon set where one coupon is meant to be kept and redeemed, while the other is meant to be shared with a secondary recipient. Linking the literature on marketing promotions, social influence, sharing motivations, and consumer characteristics, we examine how identification of a specific secondary recipient (e.g., family member vs. co-worker) and coupon discount structure (e.g., equal discount for both the sharer and the secondary recipient vs. a structure favoring one of the parties) affect social coupon sharing. Four experimental studies demonstrate that consumers are more likely to share social coupons when socially close to the identified recipient and when discount structure benefits the secondary recipient due to enhanced feelings of altruism. These effects are particularly impactful for individuals low in market mavenism, whereas individuals high in market mavenism share regardless. These findings enhance theories on behavioral pricing, social influence, and sharing motivations. Results indicate that current practices in the marketplace may not all be strategically sound and that practitioners should carefully consider how identification and discount structure are employed to maximize social coupon sharing.

中文翻译：

---

了解收件人身份和折扣结构对社交优惠券共享的影响：利他主义和市场行家主义的作用

本研究调查了消费者分享社交优惠券的情况，这是一种新颖且研究不足的营销策略，其中消费者收到一组优惠券，其中一张优惠券用于保留和兑换，而另一张用于与次要接收者共享。将有关营销促销、社会影响、分享动机和消费者特征的文献联系起来，我们研究了如何识别特定的次要接受者（例如，家庭成员与同事）和优惠券折扣结构（例如，分享者的同等折扣）次要接收者 vs. 有利于其中一方的结构）影响社交优惠券共享。四项实验研究表明，当与指定的接受者在社交上接近时，以及当折扣结构由于利他主义情绪增强而使次要接受者受益时，消费者更有可能分享社交优惠券。这些影响对市场独行主义低的个人特别有影响，而市场独行主义高的个人则不分伯仲。这些发现增强了关于行为定价、社会影响和分享动机的理论。结果表明，目前市场上的做法在战略上可能并不都是合理的，从业者应该仔细考虑如何使用识别和折扣结构来最大化社交优惠券共享。而市场行家主义高的个人则不计其数。这些发现增强了关于行为定价、社会影响和分享动机的理论。结果表明，目前市场上的做法在战略上可能并不都是合理的，从业者应该仔细考虑如何使用识别和折扣结构来最大化社交优惠券共享。而市场行家主义高的个人则不计其数。这些发现增强了关于行为定价、社会影响和分享动机的理论。结果表明，目前市场上的做法在战略上可能并不都是合理的，从业者应该仔细考虑如何使用识别和折扣结构来最大化社交优惠券共享。