The essence of the getting popular online group-buying activities in the Internet age is that the price of products depends on the quantity of orders. The more the orders are gathered, the lower prices we can get. In addition, the price is always a major concern of consumers in shopping. Thus, the accumulated number of orders is of concern to the initiator and all consumers. In the past, some scholars also found the phenomenon of demand externalities. It indicates that the larger the existing orders are, the more consumers will join the group-buying. On the contrary, it is not easy to attract consumers to join the group-buying. So, if the number of orders increases fast and therefore generates the effect of demand externalities, the performance of group-buying will be improved. Therefore, this research, based the concept of free-options price promotion, explored if the quantity-based price promotion will affect the consumers¡¦ perceived value and intention to join the group-buying. Besides, the research also explored if the product preservation will moderate the effect of quantity-based price promotion on the consumers¡¦ perceived value. In this research, the quantity-based price promotion was manipulated as ¡§Buy five and get one free¡¨ in the experiment. A field experiment was done on NeGoGo group-buying website first. Then, based on the observation of the field experiment, an online experiment was designed and implemented. The result found that consumers have greater perceived value on price and emotion in a group-buying with quantity-based price promotion, but there is no interference effect of product preservation. Furthermore, when consumers have greater perceived value on price and emotion, their intention to join group-buying will be higher. Finally, compared to a group-buying with no price promotion, the average consumers¡¦ purchased quantity of group-buying with quantity-based price promotion is significantly higher. In other words, the quantity-based price promotion can improve the performance of group-buying transaction.

Made available in DSpace on 2016-12-23T14:36:50Z (GMT). No. of bitstreams: 1 ultima versao.pdf: 482920 bytes, checksum: 8a45e9cd2dc46fa939da1b18b4cd6a68 (MD5) Previous issue date: 2009-03-13 / A presente dissertação examina o desenvolvimento da previdência privada fechada no Brasil e suas articulações com a economia. Busca analisar os argumentos apresentados na defesa de sua expansão, isto é, o déficit previdenciário crescente, o aumento da longevidade populacional, os benefícios de estímulo à consolidação de uma poupança para financiar o desenvolvimento econômico e o aumento da partilha de riqueza com os trabalhadores pela propriedade dos títulos mobiliários empresariais. Nesse sentido, este trabalho cuida inicialmente da arquitetura financeira atual, segue uma análise dos mecanismos de estruturação e funcionamento dos fundos de pensão para, então, se ater ao estudo da produção de riqueza e das transformações contemporâneas do capitalismo no intuito de discutir a produção na sociedade do conhecimento e o impacto da mudança nas regulações coletivas de proteção social. Os resultados evidenciam que a escolha da previdência privada fechada, é uma opção política que pode trazer graves consequências sociais. / This dissertation examines the development of private pension plans in Brazil and its close links with the economy. Search analyze the arguments in defense of its expansion, i.e. the growing pension deficit, the increase in population longevity, the benefits of encouraging the consolidation of a saving to finance economic development and increase the sharing of wealth with the workers by property the securities business. In that sense, this work takes care of the first financial architecture today, following an analysis of mechanisms of structuring and operation of pension funds and then stick it to study the production of wealth and of contemporary transformations of capitalism in order to discuss the production in the knowledge society and the impact of change in the regulations of collective social protection. The results show that the choice of the closed private pension, is a policy option that can bring serious social consequences.