Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(22); doi: 10.25236/AJBM.2023.052208.

The micro-utility of government digital consumption coupons and its policy implications: Empirical test from Zhengzhou during the epidemic


Zhang Jialiang

Corresponding Author:
Zhang Jialiang

School of Economic &Management, Guangxi Normal University, Guilin, China


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.


New development pattern; Digital coupons; Expanding domestic demand; Zhengzhou city

Cite This Paper

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.


[1] Huang Qunhui, Yang Yaowu. On the strategy of expanding domestic demand under the new development pattern [J]. Journal of the Party School of the CPC Central Committee (National Academy of Administration), 2023, 27 (03): 79-93

[2] Liu Shangxi, Fu Zhihua, Wang Zhigang, et al. Multiple effect analysis of digital consumer coupons under the impact of the epidemic [J]. Financial Research, 2021 (04): 3-16

[3] Lin Yifu, Shen Yan, Sun Ang. The economic effects of the Chinese government's consumer bond policy [J]. Economic research, 2020, 55 (07): 4-20

[4] Ye Jianhua. Economic effect analysis of consumer bond issuance [J]. Shanghai Economic Research, 2009 (05): 99-102

[5] Sun kejing, Tang Tingyue. Effect evaluation and characteristics of consumer bond policy under the impact of the epidemic [J]. Financial Science, 2022 (07): 28-41

[6] Wang Xia. Fuzzy comprehensive evaluation of the effectiveness of tourism coupons [J]. Statistics and decision-making, 2012 (20): 87-89

[7] Song Ruimin, Zhu Lihui. Research on the impact of perceived value on the willingness to use consumer coupons - An Analysis Based on the double intermediary effect model [J]. Price theory and practice, 2021 (05): 149-152+195

[8] Li Boshuo. Research on the internal logic and potential risks of the issuance of consumer coupons under the COVID-19 epidemic [J]. Price theory and practice, 2020 (04): 47-50

[9] Zhang Mengxia, Jiang Guohai. Research on the role of short-term consumption stimulus policies in urban economic recovery [J]. Economic and management research, 2021, 42 (08): 3-14

[10] Yu Ying, Huang Tongdong, Wang Yuxiang, et al. Evaluation of the effectiveness of consumer bond policy in Nanjing under the epidemic [J]. Business Development Economy, 2021 (10): 55-58

[11] Zhou Lifeng. Utility analysis of sports consumption coupons based on structural equation model - taking some cities in Jiangsu Province as an example [J]. Sports Science Research, 2020-24 (03): 17-24

[12] Wang Xia, Wu Xiaogen, Zhang Jinhe, et al. A study on the factors affecting the utility of tourism coupons based on structural equation model - a case study of Hangzhou [J]. Geographic Research, 2012, 31 (03): 543-554