Drivers that Impact the Merchants’ Repeat Intention for Group Deal Promotions
The purpose of this study is to investigate the drivers affecting merchant’s intention to repeat group deal offers and use the group buying site as a promotional tool. The research is done based on secondary and primary data collection. Primary data was collected through a questionnaire aimed at...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Primorska
2019-09-01
|
| Series: | Managing Global Transitions |
| Subjects: | |
| Online Access: | http://www.hippocampus.si/ISSN/1854-6935/17.221-238.pdf |
| Summary: | The purpose of this study is to investigate the drivers affecting merchant’s
intention to repeat group deal offers and use the group buying site as a
promotional tool. The research is done based on secondary and primary
data collection. Primary data was collected through a questionnaire aimed
at businesses that had completed a daily deal promotion. Tobit model was
employed to analyze data. The results show that merchants’ intention to
repeat offers depends on profitability of the deals output, spending beyond
the coupon, new customers brought by the deal, and there is diversity
across different categories of businesses. Findings of this study can be
useful to group buying companies to improve their business to small- and
medium-sized businesses considering a daily deal promotion. |
|---|---|
| ISSN: | 1581-6311 1854-6935 |