基于美团网的产品因素对网络团购影响因素实证研究被引量：36

How Do the Product Factors Affect Online Group-buying? An Empirical Study Based on Mei Tuan

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摘要以美团网的餐饮产品为对象,研究了产品的经济性、品质与便利性对消费者购买行为的影响。结果表明,折扣率与购买行为之间负相关,价格会增强两者之间的负向关系;产品有效期和评论数会促进购买行为,使用限制则与购买行为负相关,而品牌、地理位置对购买行为的作用并不明显。 This paper chooses the catering service product of the first group-buying 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.

作者郑淞月刘益杨伟李瑶

机构地区西安交通大学管理学院上海交通大学安泰管理学院

出处《管理学报》 CSSCI 北大核心 2013年第3期397-403,共7页 Chinese Journal of Management

基金国家自然科学基金资助青年项目(71002054) 国家自然科学基金资助项目(71172128)

关键词网络团购电子商务购买行为 online group-buying e-commerce purchase behavior

分类号 C93 [经济管理—管理学] F713.55 [经济管理—市场营销]

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