Research on the Impact of E-commerce Platform Group Buying Situational Characteristics on Consumer Purchase

DOI

10.2991/iccessh-18.2018.286How to use a DOI?

Keywords

group purchase time; discount; number of people wanting to buy; GEPHI; regression analysis

Abstract

Objective: To explore the influence of the scene-characteristics (group purchase duration, discount rate, desire to buy) on the purchase of e-commerce platforms, and provide corresponding guidance for group-merchandising marketing on the e-commerce platform. Methods: Based on the 35402 pieces of data purchased by a well-known large-scale shopping platform in China, a preliminary analysis of the relationship between variables was conducted using the complex network analysis software GEPHI, and a linear regression model was combined with the customer perceived value theory to verify the discount rate, duration of group purchase, and desire. The effect of the number of purchases on consumer purchases. Conclusion: The study found that: The discount rate, the number of people wanting to buy, and the time of group purchase will have a significant impact on consumers' purchases. Therefore, e-commerce platform merchants should pay attention to this kind of information as much as possible to attract consumers' purchases.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jinjing Li
AU  - Yixi Li
AU  - Chunmei Chen
PY  - 2018/07
DA  - 2018/07
TI  - Research on the Impact of E-commerce Platform Group Buying Situational Characteristics on Consumer Purchase
BT  - Proceedings of the 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018)
PB  - Atlantis Press
SP  - 1297
EP  - 1303
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-18.2018.286
DO  - 10.2991/iccessh-18.2018.286
ID  - Li2018/07
ER  -