Business Commons^™

Empirical Study Of Cashback Affiliate Strategy: Evidence From A Cashback Website, Liu Xinyong

Dissertations and Theses Collection (Open Access)

With the rapid development of internet technology, e-commerce has become increasingly prosperous with online shopping increasingly penetrating into the daily life of consumers. Online channel has become an indispensable channel for merchants to reach their customers. To improve sales performance and address competition from rivals, online merchants have developed various promotion methods. Cashback promotion has gradually become one of the popular promotion methods, and attracted attention from scholars. This paper aims to investigate the relationship between cashbacks and consumer behaviors using data on Taobao merchants on a large cashback website in China. Two studies with a large number of transaction …