An Empirical Research of Group Purchase of China′s Internet Users Based on B2C

基于互联网的团购成为了中国电子商务新的增长点。传统的团购研究多关注成交机制的差异,而新的互联网团购限定了成交价格、谈判区间和边际效应,形成了具有广告效益、利润收益和客户信任为一体的中介平台。通过搜集20家中国主要的团购网站在一年中的销售数据,研究发现品牌因素、折扣大小、累积效应都对参与团购人数产生显著影响。Internet-based group purchase is becoming a new growth point in China′s e-commerce.But the traditional research of group purchase pays more attention to the differences of transaction mechanism.The new internet group purchase can limit the transaction prices,price negotiation ranges and marginal utility.Thus,an intermediary platform emerges with characteristics such as advertising effectiveness,profits and consumers′ trust.According to the analysis of sales data of 20 Chinese major group purchase websites in a year,it is shown that brands,discount and cumulative effect could have a significant impact on the numbers of group purchase.北京大学创新研究院“社会化网络搜索与商务模式”课题研究项目的子课题,“北大创新基金”支持中文核心期刊要目总览(PKU)0246-5