A pricing model for group buying based on network effects

Ni, Guanqun

doi:10.1371/journal.pone.0211109

Cited by 3 publications

(2 citation statements)

References 20 publications

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“…Qing et al (2018) [10] pointed out that the seller's reaction to online consumer negative comments (NCRs) has a significant effect on consumers' purchase intentions. Ni et al (2019) [11] found that price discounts and services in OCGB affect consumers' purchase intentions. Chen et al (2011) [12] studied the influence of trust on online group buying and determined that consumers have different intentions to participate in group-buying activities under different trust scenarios.…”

Section: Literature Review and Theoretical Foundationmentioning

confidence: 99%

Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic

2023

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One of the main methods of shopping for many consumers during the COVID-19 pandemic was through online community group-buying. This shopping method caters to the consumer demand of reducing contact and centralized procurement. However, some online community group-buying platforms could not attract many consumers, and consumer participation was low. Therefore, determining which factors affect consumers’ willingness to use online community group buying is important. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and perceived risk theory, this research explores the effects of performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived risk on consumers’ willingness to use online community group buying. In this research, a questionnaire survey was used, and the sample randomly collected from online consumers who had experience in online community group buying. A total of 280 respondents were collected. The collected data were analyzed by descriptive statistics, reliability, validity, correlation, and regression analysis. The results show that performance expectancy, effort expectancy, and social influence have a significant positive effect on the purchase intention of community group-buying consumers, while facilitating conditions and perceived risk have no significant positive effect. This research further enriched and improved the research on the use intention of an online community group-buying platform by integrating the UTAUT model and perceived risk theory. In practice, this research provides a new perspective and practical reference for how the online community group-buying platform can better attract consumers and maintain sustainable long-term customer relations.

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Section: Literature Review and Theoretical Foundationmentioning

confidence: 99%

Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic

2023

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“…Some scholars have also studied group buying pricing strategies in specific situations. For example, Ni [12] considered both positive and negative network effects and proposed three possible sales strategies for group buying, individual buying, and hybrid buying, as well as their optimal decision on price. Wu et al [13] studied the method for restaurants to set group buying prices and the optimal promotion strategy for the platform, given the promotion level of group buying websites.…”

Section: Online Group Buying Pricing Strategiesmentioning

confidence: 99%

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Dai,

Ma,

Zhao

et al. 2023

Systems

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After the COVID-19 pandemic has subsided, the catering industry has returned to its previous thriving scene. Many restaurants have launched group buying services and collaborate with third-party online platforms to attract more customers. For the optimal decisions and maximum profits of restaurants and online platforms, a two-layer supply chain model is designed to investigate and study the price strategies and service strategies. Considering the service levels of restaurants and platforms, we construct the mathematical expressions of the offline retail model, online retail model, and online group buying model, respectively, and solve the game equilibrium. The results are shown as follows: (1) With cooperation between the restaurant and platform, both the restaurant and platform can obtain their maximum profits when they apply optimal pricing strategies. (2) The optimal pricing strategies of the restaurant are influenced by the sensitivity coefficients of customers to the restaurant and platform’s service levels, and the cost coefficients of the restaurant and platform’s service levels. (3) The maximum profit of the restaurant is directly proportional to the number of new potential consumers who are attracted. The more potential consumers who are attracted, the higher the profit the restaurant earns. The research results provide a reference for restaurants and platforms to formulate price strategies and service strategies, to help restaurants and platforms achieve more profits.

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The Design of Group Sharing Reward Mechanism under Takeaway Group Buying Model

秦

2024

ORF

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A pricing model for group buying based on network effects

Cited by 3 publications

References 20 publications

Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic

Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

The Design of Group Sharing Reward Mechanism under Takeaway Group Buying Model

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