Empirical Research on How Product Advertising, Time Pressure and the Discount Rate Effect on the Sales of Products in Online Group Purchase
Abstract The rapid growth of the market for the group purchase website brings opportunity and challenge, to obtain a stable customer base has become a key factor for the development of group purchase website, so we must identify what purchase factors affecting consumer choice. Through the cooperation with a large tourism group purchase platform in China, we obtain 181 days data that includes the purchase of 4898 group purchase products and related variables. Then we do an empirical analysis on the impact of the group purchase product factors, the results showed that the product advertising effect, product discount level, time pressure product page to display will have a significant impact on the amount of purchase products. Our research not only fills on the blank of influence factors of group purchase behavior, but also provides some practical guidance for the development of group purchase platform.