Title page for etd-1021111-220112


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URN etd-1021111-220112
Author Hsin-Hua Wang
Author's Email Address No Public.
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Department Information Management
Year 2011
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Research on Electronic-Coupon based Advertising Performance - Groupon
Date of Defense 2011-07-13
Page Count 97
Keyword
  • Performance of advertising
  • Threshold of transactions
  • Product category
  • Group buying
  • Advertising model
  • Groupon
  • Abstract Recently, there is a new advertising model created by Groupon. Its major attractions include high discount and e-coupon as transaction object. In addition, it is presented as an online group-buying business model and usually has a limit on transaction volume. Due to the prosperous growth of Groupon advertising model, this study explores what factors affect the performance of Groupon advertising model based on the empirical data and literature review.
    Based on the literature review and preliminary analysis of the collected empirical data, we proposed seven factors which may affect the performance of Groupon advertising model. They are discount, price, limit on transaction volume, urban income, population density, threshold of transaction and product category. These factors were included as independent variables in the regression model.
    The results indicated that discount, urban income, population density and threshold of transaction have significant effects on advertising performance. Among them, the threshold of transaction has the most significant impact. It indicates that setting a threshold of transaction will facilitate the transaction volume. In addition, the results also indicated that different product categories result in different performance. However, the population density has no significant impact on the advertising performance.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Hsiangchu Lai - advisor
  • Files
  • etd-1021111-220112.pdf
  • Indicate in-campus at 2 year and off-campus access at 5 year.
    Date of Submission 2011-10-21

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