Drivers that Impact the Merchants’ Repeat Intention for Group Deal Promotions

Managing Global Transitions

卷:17

Nina Angelovska¹  Lidija Pulevska Ivanovska²  Sasho Josimovski² 

[1] Macedonian E-commerce Association, North Macedonia;

[2] University ‘Ss. Cyril and Methodius,’ North Macedonia;

关键词: retailers;    profitability;    marketing;    tobit model;    group buying model;    promotions;    macedonia;   

DOI  :  10.26493/1854-6935.17.221-238

来源: DOAJ

【 摘 要 】

The purpose of this study is to investigate the drivers affecting merchant’sintention to repeat group deal offers and use the group buying site as apromotional tool. The research is done based on secondary and primarydata collection. Primary data was collected through a questionnaire aimedat businesses that had completed a daily deal promotion. Tobit model wasemployed to analyze data. The results show that merchants’ intention torepeat offers depends on profitability of the deals output, spending beyondthe coupon, new customers brought by the deal, and there is diversityacross different categories of businesses. Findings of this study can beuseful to group buying companies to improve their business to small- andmedium-sized businesses considering a daily deal promotion.

【 授权许可】

Unknown