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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
第一作者Chen, Y (Chen, Yao)
2014
会议名称3rd International Conference on Computer Science and Service System (CSSS)
通讯作者邮箱chenyw@psych.ac.cn
会议录名称Advances in Intelligent Systems Research
卷号109
页码188-191
会议日期JUN 13-15, 2014
会议地点Bangkok, THAILAND
摘要

 

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.

关键词Online Group Buying Return Intention Customer Satisfaction Perceived Value
语种英语
文献类型会议论文
条目标识符http://ir.psych.ac.cn/handle/311026/26731
专题中国科学院行为科学重点实验室
作者单位1.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
推荐引用方式
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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