Social group buying pricing decisions
Social buying became an extremely popular phenomenon in the last year and this study examined the factors that can lead vendors to be successful using this trend. We’ve found that coupon’s category, coupon’s website and coupon’s prices have an effect on the number of coupons purchased, one of the success criteria of group buying. In the different coupons categories, restaurants and bars were more successful compared to other various products and services (excluding spas, self-care, fashion and food). Between the coupons sites, there are sites (the ones that are global, in this research) that are more successful than others. The 15-30 USD prices category was found to be more successful compared to the higher coupon prices. Coupon discount levels didn’t have an effect on the success of the coupons, mainly as a result of the low range of discount levels. Additional research is recommended in order to better understand the global factors that affect social group buying success in a longer-term view from the vendor perspective.
Volume (Year): 6 No 1 Paper 1 January (2012)
Issue (Month): 2 (January)
|Contact details of provider:|| Web page: http://www.fareastjournals.com/journal_detail.aspx?jid=18|
When requesting a correction, please mention this item's handle: RePEc:fej:articl:v:6a:y:2012:i:2:p:22-29. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jim Chau)
If references are entirely missing, you can add them using this form.