Recently, a new e-commerce business model is booming. It is an electronic-coupon based group-buying model. Its prosperous development has formed a big online group-buying market in which many new websites run similar electronic-coupon based group-buying models. This new electronic-coupon based group-buying model is very different from the traditional one. It is not only that the main type of the products is service-oriented, but also that the object of transaction is electronic coupons which provide the consumers privileges of getting the services in a limited time period. It completely changes consumer behaviors. For these reasons, this study explores how the electronic-coupon based group-buying model succeeds by reviewing the literature and analyzing the data collected from the online website. The results show that both the promotion price and discount rate impact the group-buying performance but the discount rate will have more impact than the promotion price. Further, the limited sale is a good strategy to improve the group-buying performance. Overall, the electronic-coupon based group-buying model performs well in restaurants, cinemas and entertainment industries.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0820111-130848 |
| Date | 20 August 2011 |
| Creators | Chang, En-Ti |
| Contributors | Chao-Min Chiu, Hsiang-Chu Lai, Shu-Chun Ho |
| 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-0820111-130848 |
| Rights | user_define, Copyright information available at source archive |
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