Online group-buying is one of popular and innovative business models in the Internet age. Its essence is that the price will go down as the accumulated orders are increasing. A challenge is how to design the price curve, i.e., the relation between price and volume. Researchers have observed the consumer behavior phenomena of demand externalities, price-drop effect, and cycle ending effect in online group-buying transactions. All are related to the design of price curve. Therefore, if the price curve design can attract consumers and make profit as well, it will make the group-buying more successful.
Based on above background, the purpose of this study is to explore the impact of price reduction frequency on consumers¡¦ perceived value and perceived transaction utility and then in turn on consumers¡¦ intention. In addition, this study also explores how the consumers¡¦ price sensitivity mediate the impact of price reduction frequency on consumers¡¦ perceived value and perceived transaction utility. A field experiment was done first. Then, an online experiment was designed and implemented based on the observation of the field experiment.
The research result indicates that price reduction frequency will positively affect the consumers¡¦ perceived value and perceived transaction utility. Further, both consumers¡¦ perceived value and perceived transaction utility will affect the consumers¡¦ intention. In addition, the consumers¡¦ price sensitivity modulates the impact of price reduction frequency on consumers¡¦ perceived value and perceived transaction utility. Finally, the observations of field experiment and lab experiment demonstrate the phenomena of demand externalities, price-drop effect, and cycle ending effect proposed by previous researches.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0803110-165711 |
| Date | 03 August 2010 |
| Creators | Huang, Jia-ru |
| Contributors | Chun-Tuan Chang, Hsiangchu Lai, Chao-Min Chiu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0803110-165711 |
| Rights | not_available, Copyright information available at source archive |
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