OPTIMAL DESIGN OF ONLINE SWEEPSTAKES AND CONTESTS: A CONJOINT ANALYSIS

摘要

Online sweepstakes and contests are used in dialog marketing as a cost-effective and eye-catching means of building and strengthening consumer relations. Surprisingly, there has been little research into this development, to date. Papers dating back to the 1980s and 1990s are concerned exclusively with offline sweepstakes and contests (e.g., Feinman, Blashek, and McCabe 1986; Brockhoff and Andresen 1986; Ward and Hill 1991). More up to date papers are, however, partially out-dated already (Hamman 2000) or concentrate merely on certain aspects of online sweepstakes and contests (De Liu and Whinston 2007; Kalra and Shi 2010; Laporte 2010). In addition, the available research papers offer relatively undifferentiated statements. While in praxis the aim is to address contestant segments differentiatedly, research largely ignores this aspect.