||Group buying websites often use the price lower than the market or high discount rate to attract customers. Generally, people usually think the sales will increase accompany with the high discount rate or lower price. However, when customers face different product types, each consumer has various sensitivities to the price or discount. It has been mentioned in one reference that the product type (Utilitarian/Hedonic product) will influence the promotion effect. Moreover, the customers of Group buying often face the problem that they can not know the product quality and characteristics before purchasing or using the product. Therefore, this study uses experience goods and search for goods as the product classification. In addition, seldom references mentioned the influence of customer types. In this study, the customer type based on the degree of involvement has been added and used in the analysis. This study uses products and customers types as disturbance variables to explore the impact of discount rate and price on sales.|
In this study, the “Generalized Linear Mixed Model” has been used to observe the effect sizes on the sales, and it was based on the transaction and customer browsing data of P group buying company. This thesis includes two researches, first research is using the method based on the references classified products as search goods or experience goods. Nowadays, it is easy to get information before purchasing due to the rapid development of the Internet, so many experience goods have become easy to search. Therefore, we used the questionnaire to confirm the consumers’ perceptions of various products types. The second research classified search goods, quasi-search goods and experience goods based on the questionnaire results.
According to research results, it was found that different elasticity of discount and price will be made under the interaction of different products and customer types, and it shows the effect sizes of sales. Based on these results, this study will suggest some strategies regarding methods of product design and sales promotion method for group buying company. By studying the differences between the first and the second researches, this study proposes the direction that group buying company may improve in the future.