Mobile Targeting
Mobile Targeting
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移动定位
DOI：
10.1287/mnsc.2013.1836
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发表时间：
2014-07-01
影响因子：
5.4
通讯作者：
Phang, Chee Wei
中科院分区：
文献类型：
--
作者：
Luo, Xueming;Andrews, Michelle;Phang, Chee Wei
移动的技术使营销人员能够按时间和地点定位消费者。这项研究建立在一个大规模的随机实验的短消息服务（SMS）文本发送到12,265移动的用户。我们借鉴上下文营销理论来假设如何不同的组合移动的目标确定消费者的反应，移动的促销。我们确定，时间定位和地理定位分别增加销售购买。令人惊讶的是，同时采用这两种策略的销售效果并不直接。当针对近端移动的用户时，我们的研究结果显示了负的销售提前期关系;与在促销活动前两天发送促销活动相比，发送当天的移动的促销活动会增加消费者购买的几率。然而，当针对非邻近的移动的用户时，存在倒U曲线关系。与同一天的短信相比，提前一天发送短信的消费者购买几率增加了9.5倍，与提前两天发送短信的消费者购买几率增加了71%。这些结果对于未观察到的异质性、替代估计模型、自举重新采样、随机化检查、消费者移动的使用行为和消费者场景的细分是稳健的。此外，我们还进行了后续调查，以深入研究解释现场实验结果的心理机制。与消费者解释论点一致，在时间和地点上接近（远）收到短信的消费者形成了更具体（不太具体）的心理解释，这反过来又增加了他们的参与度和购买意愿。这些发现表明，了解何时、何地以及如何使用移动的定位策略至关重要。营销人员可以通过精心设计他们的移动的目标市场活动来节省资金。
Mobile technologies enable marketers to target consumers by time and location. This study builds on a large-scale randomized experiment of short message service (SMS) texts sent to 12,265 mobile users. We draw on contextual marketing theory to hypothesize how different combinations of mobile targeting determine consumer responses to mobile promotions. We identify that temporal targeting and geographical targeting individually increase sales purchases. Surprisingly, the sales effects of employing these two strategies simultaneously are not straightforward. When targeting proximal mobile users, our findings reveal a negative sales-lead time relationship; sending same-day mobile promotions yields an increase in the odds of consumer purchases compared with sending them two days prior to the promoted event. However, when targeting nonproximal mobile users, there is an inverted-U, curvilinear relationship. Sending one-day prior SMSs yields an increase in the odds of consumer purchases by 9.5 times compared with same-day SMSs and an increase in the odds of consumer purchases by 71% compared with two-day prior SMSs. These results are robust to unobserved heterogeneity, alternative estimation models, bootstrapped resamples, randomization checks, consumer mobile usage behavior, and segmentation of consumer scenarios. In addition, we conducted follow-up surveys to delve into the psychological mechanisms explaining the findings in our field experiment. In line with consumer construal arguments, consumers who received SMSs close (far) in time and location formed a more (less) concrete mental construal, which in turn, increased their involvement and purchase intent. These findings suggest that understanding the when, where, and how of mobile targeting strategies is crucial. Marketers can save money by carefully designing their mobile targeting campaigns.