Factors influencing the effectiveness of online group buying in the restaurant industry
分析了862个餐厅团购交易数据，发现折扣深度、服务质量和餐厅人气会影响团购效果（销量、满意度提升和回购意愿），为商家优化团购促销提供参考。
Group buying, which provides daily discounts for various services and products, is a new form of marketing that has attracted the attention of both practitioners and academic researchers. However, it is unclear what factors influence the effectiveness of a group buying promotion. This study presents an analysis of 862 restaurant group buying deals based on the secondary data collected from a restaurant guide website. The results indicate that group buying effectiveness – namely, the number of coupons sold, satisfaction improvement, and return intention of group buying customers – can be affected by the discount depth of a deal as well as the service quality and popularity of a restaurant. These findings provide useful insights regarding the elements that are necessary to make a group buying promotion work.