The Research on Customer Loyalty of Groupon

摘要：

With the development of Internet and e-commerce, groupon grow rapidly. At the same time, it brings the relevant question that the loyalty of Groupon is very low. This paper tries to elaborate it with the theory of online brand. Several factors can affect brand loyalty such as community participation, motivation from community, community participation behavior and community identity. Finally the paper gives relevant strategies.

作者: HU Yun HAN Shunmei

作者单位: Jinan University, College of management, Guangdong, Guangzhou, P.R.China, 510632

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 882-886

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）