This study takes digital consumption coupons, a new way for the government to stimulate consumption, as the starting point, takes the issuance of digital consumption coupons in Zhengzhou city as a case, collects data through a questionnaire survey, and empirically explores the micro-utility and influencing factors of government digital consumption coupons under the new development pattern by using structural equation model. The study found that government digital consumption coupons have a positive effect on stimulating consumption through their economic value, easy availability, and publicity effectiveness; The using limitation of digital consumption coupons has an inhibitory effect on stimulating consumption. Considering this case, the continuous expansion of domestic demand should still be supported by stable income, assisted by the government's transfer payment to residents, guided by the supply of high-quality products and services, and smooth the domestic cycle.

Zhang Jialiang. The micro-utility of government digital consumption coupons and its policy implications: Empirical test from Zhengzhou during the epidemic. Academic Journal of Business & Management (2023) Vol. 5, Issue 22: 49-57. https://doi.org/10.25236/AJBM.2023.052208.

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