|
|
|
| How Do the Product Factors Affect Online Groupbuying? An Empirical Study Based on Mei Tuan |
| ZHENG Songyue,LIU Yi,YANG Wei,LI Yao |
| 1. Xi’an Jiaotong University，Xi’an, China; 2. Shanghai Jiaotong University, Shanghai, China |
|
|
|
|
Abstract This paper chooses the catering service product of the first groupbuying website, Mei Tuan as the research target to study the economic, quality and convenient effects of product on consumers’ purchase behavior. The results demonstrate that, discount rate negatively relates to purchase behavior and price will increase the negative effect. Due time and comments of the products also enhance the purchase behavior while use limit has the opposite effect. However, brand and delivery place do not have obvious impact on consumers’ purchase behavior.
|
|
Received: 01 August 2011
|
|
|
|
|
|
|
2013, Vol. 10 
