The influence of consumer stickiness in online group buying─the example of meal coupon
| Autor: | Chih Ling Chiang, 江芝苓 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 管理學院MBA 100 Online group buying websites by O2O (Online to Offline) modes, first to the shops seek concessions and price advantage to attract customers to the store, and provide consumers of 50% off price to buy online, is the rise of emerging business models in recent years. According to the MIC prediction, 2011 Taiwan online shopping market size by revenue is expected to reach NT $ 430 billion, 2011 online group buying market growth from NT$ 9 billion to NT$ 7.2 billion for 2010. Online group buying market is only 2% of online shopping market; potential growth is anticipated in the future. The purpose of this study is to identify the influence of consumer stickiness in online group buying and the key factors include perceived risk, price and WOM. Due to online group buying market has many kinds of products; the study only focuses on the meal coupon. Research results between the degree of perceived risk, price, WOM and the stickiness have a significant effect, and further discovered male consumers are more sensitive than female consumers when they consider buying meal coupon in online group buying market. Stereotypes generally believe that female consumers are price and WOM of impact should be higher than the males, after the interview again found both men and women differ in the purpose of buying meal coupon. Finally, the study is standing in the perspective of different stakeholders to provide advice to online group buying platform, restaurant and consumer. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|