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The factors affecting restaurant customers return intention after online group buying promotion
Chen, Y (Chen, Yao)1; Chen, YW (Chen, Yiwen)2; Li, X (Li, Xin)1
First AuthorChen, Y (Chen, Yao)
2014
Conference Name3rd International Conference on Computer Science and Service System (CSSS)
Correspondent Emailchenyw@psych.ac.cn
Source PublicationAdvances in Intelligent Systems Research
Volume109
Pages188-191
Conference DateJUN 13-15, 2014
Conference PlaceBangkok, THAILAND
Abstract

 

With the expansion of online group buying, this new promotion model is used by more and more restaurants. However, it is difficult for restaurant owners to make profit from one time online group buying promotion; they are expecting that customers brought by online group buying could return and become their long-term customers. This study adopts both correlation analysis and structural equation modeling to analyze the factors affecting restaurant customers' return intention after online group buying promotion and finds that perceived quality, perceived value and customer satisfaction would greatly affect customers' return intention. Perceived value and customer satisfaction are also mediating variables in our study model. This study also finds that the deeper discount restaurants offer, the less likely the customer would return to consume at the original price without discount.

KeywordOnline Group Buying Return Intention Customer Satisfaction Perceived Value
Language英语
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/26731
Collection中国科学院行为科学重点实验室
Affiliation1.Chinese Acad Sci, Univ China Acad Sci, Inst Psychol, Key Lab Behav Sci, Beijing , Peoples R China
2.Chinese Acad Sci, Inst Psychol, Key Lab Behav Sci, Beijing, Peoples R China
Recommended Citation
GB/T 7714
Chen, Y ,Chen, YW ,Li, X . The factors affecting restaurant customers return intention after online group buying promotion[C],2014:188-191.
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