其他摘要 | Online group buying was introduced into China in 2010. During the 1st half of 2013, the total sales amount of online group buying in China is RMB 23.9 billion, increased by 63% compared with the same period of 2012; Up to the end of June 2013, there are 1548 group buying websites in operation, its customer quantity exceeded 100 million, every day, there are 37 million people attending online group buying, increased by 25.99% compared with the same period of 2012. The customer quantity keeps growing, and online group buying will soon become a common shopping method as online shopping and will be adopted by more and more business owners as regular marketing tool. This study is based on online group buying of catering industry and collects data via online questionnaire, totally 300 valid questionnaires are collected. Based on the collected data, the study segments the online group buying customers, analyses the discrepancy of their purchasing behavior and establishes the model of factors affecting online group buying customers’ return intention. There are two parts of this study. In part I, the demography of online group buying customers is described, meanwhile, the author adopts China-VALS scale, using factors analysis and cluster analysis to segment the customers, there are 4 market segments: traditional (32.3%), fashionable (31%), hedonic (25%) and struggling (11.7%). Then the author analyzes the discrepancy of the online group buying behavior of the 4 market segments by Chi-square test and ANOVA. The characteristic and marketing advice are presented. It will help the restaurant owners to target their customer through online group buying and provide suitable food or service to their target customer. In part II, the author analyzes the factors affecting online group buying customers’ repurchase intention by correlation analysis and structural equation, it finds that perceived quality including food, service and environment, perceived value, customer satisfaction are positively correlated with repurchase intention, perceived value and customer satisfaction are mediating factors; it also finds that the deeper discount offered by the online group buying, the less the customers are willing to re-purchase at the original price without discount at the restaurant. This finding will help the restaurant owners to improve their performance specifically, so to increase the repurchase rate of the online group buying customers and to insure the long term development of the enterprises. |
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