Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/29882
Title: Factors influencing the effectiveness of online group buying in the restaurant industry
Authors: Zhang, Z
Zhang, Z
Wang, F
Law, R 
Li, D 
Keywords: Discount
Group buying
Restaurant
Return intention
Satisfaction
Service quality
Issue Date: 2013
Publisher: Pergamon Press
Source: International journal of hospitality management, 2013, v. 35, p. 237-245 How to cite?
Journal: International journal of hospitality management 
Abstract: Group buying, which provides daily discounts for various services and products, is a new form of marketing that has attracted the attention of both practitioners and academic researchers. However, it is unclear what factors influence the effectiveness of a group buying promotion. This study presents an analysis of 862 restaurant group buying deals based on the secondary data collected from a restaurant guide website. The results indicate that group buying effectiveness - namely, the number of coupons sold, satisfaction improvement, and return intention of group buying customers - can be affected by the discount depth of a deal as well as the service quality and popularity of a restaurant. These findings provide useful insights regarding the elements that are necessary to make a group buying promotion work.
URI: http://hdl.handle.net/10397/29882
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2013.06.012
Appears in Collections:Journal/Magazine Article

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