The Influence of Meituan Takeaway UI Design Mechanism on Consumers’ Purchase Decisions under the Coupon Package Scenario

Ningsheng Zheng

doi:10.54691/mwgrvp46

Authors

Ningsheng Zheng Hangzhou School Affiliated to Shanghai International Studies University, Hangzhou, 311400, China

DOI:

https://doi.org/10.54691/mwgrvp46

Keywords:

Meituan Takeaway; Coupon Package; UI Design Mechanism; Purchase Decision; Experimental Method.

Abstract

This study focuses on the impact of Meituan Takeaway’s UI design mechanism on consumers’ purchase decisions in the coupon package scenario. Previous studies mainly concentrate on single interface elements or traditional price promotions, with rare discussions on the interaction between coupon packages and UI design mechanisms. On the basis of experimental methods, this study conducts four groups of controlled experiments divided into visual explicit groups and visual implicit groups. It mainly compares integrated display and scattered display modes, and measures consumers’ coupon claiming willingness, conversion rate, average order value and decision-making time. The research hypothesis holds that in an identical coupon package, a higher level of UI visualization generates a stronger positive influence of UI on consumers’ purchase decisions, which indicates a synergistic effect between the two factors.

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