Title page for etd-0820111-130848


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URN etd-0820111-130848
Author En-Ti Chang
Author's Email Address No Public.
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Department Information Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Research on Electronic-Coupon based Group-Buying Model
Date of Defense 2011-07-20
Page Count 60
Keyword
  • Yield management
  • Price Promotion
  • Limited number tactic
  • Group-buying
  • E-coupon
  • Online group-buying
  • Abstract Recently, a new e-commerce business model is booming. It is an electronic-coupon based group-buying model. Its prosperous development has formed a big online group-buying market in which many new websites run similar electronic-coupon based group-buying models. This new electronic-coupon based group-buying model is very different from the traditional one. It is not only that the main type of the products is service-oriented, but also that the object of transaction is electronic coupons which provide the consumers privileges of getting the services in a limited time period. It completely changes consumer behaviors. For these reasons, this study explores how the electronic-coupon based group-buying model succeeds by reviewing the literature and analyzing the data collected from the online website. The results show that both the promotion price and discount rate impact the group-buying performance but the discount rate will have more impact than the promotion price. Further, the limited sale is a good strategy to improve the group-buying performance. Overall, the electronic-coupon based group-buying model performs well in restaurants, cinemas and entertainment industries.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Hsiang-Chu Lai - advisor
  • Files
  • etd-0820111-130848.pdf
  • Indicate in-campus at 2 year and off-campus access at 5 year.
    Date of Submission 2011-08-20

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