Title基于B2C的中国互联网用户团购行为的实证研究
Other TitlesAn Empirical Research of Group Purchase of China′s Internet Users Based on B2C
Authors韩松
Affiliation北京大学光华管理学院,北京,100871
Keywords团购
用户数量
用户行为
折扣
网站价值
group purchase
number of users
users behavior
discount
website value
Issue Date2012
Publisher税务与经济
Citation税务与经济.2012,(2),46-52.
Abstract基于互联网的团购成为了中国电子商务新的增长点。传统的团购研究多关注成交机制的差异,而新的互联网团购限定了成交价格、谈判区间和边际效应,形成了具有广告效益、利润收益和客户信任为一体的中介平台。通过搜集20家中国主要的团购网站在一年中的销售数据,研究发现品牌因素、折扣大小、累积效应都对参与团购人数产生显著影响。
Internet-based group purchase is becoming a new growth point in China′s e-commerce.But the traditional research of group purchase pays more attention to the differences of transaction mechanism.The new internet group purchase can limit the transaction prices,price negotiation ranges and marginal utility.Thus,an intermediary platform emerges with characteristics such as advertising effectiveness,profits and consumers′ trust.According to the analysis of sales data of 20 Chinese major group purchase websites in a year,it is shown that brands,discount and cumulative effect could have a significant impact on the numbers of group purchase.
URIhttp://hdl.handle.net/20.500.11897/75171
ISSN1004-9339
Indexed中文核心期刊要目总览(PKU)
Appears in Collections:光华管理学院

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