Understanding the Impact of Service Reputation on the Online Group-buying Behaviors

摘要：

　　It has been well recognized that vendors reputation plays an important role in e-commerce.As a popular platform for promoting the services or products online, groupon websites have developed various reputation systems to assist the customers in making their purchase decisions.This paper performs an empirical study to investigate the impact of service reputation on the groupon buying behaviors using data from a major groupon website in China.A set of service reputation metrics is developed to measure the service reputation for different service providers, and the groupon buying behavior is measured by the amount of users participating in the corresponding collective buying activity.Correlation analysis is carried out to find out the relationship between the service reputation and the groupon purchase behaviors.Our research indicates the necessity for an improvement for the current service reputation systems of the groupon web sites.

关键词： groupon service reputation purchase behavior reputation system

作者: Xinhui Yi Ying Wang Yutian Zhang Qing Chang

作者单位: School of Economics and Management, Beijing Jiaotong University, Beijing, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 161-168

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）