基于移动应用的本土服务类团购影响因素实证研究——以美团APP为例

The Exploration of Factors Influencing the Effectiveness of Group-buying in Local Service Industry

基于新兴的移动团购应用,结合前人的相关理论和模型,构建了本土服务类团购影响因素的结构方程模型,并收集美团APP的统计量数据进行了实证研究。结果表明,模型的大部分假设都得到了支持,并且评论数对本土服务类团购销量有着较强的正向相关关系。最后根据实证研究的结果提出了相关的建议,并指出了研究的局限性和未来可行的研究方向。

Based on the novel mobile application for group- buying, this paper structured a new model which intends to explore the factors influencing the local service group - buying under the existing theories and models. The data collected from Meituan APP was used to test the model. The result shows that most of the hypotheses were supported. According to the results, the number of reviews has positive effects on sales volume. Finally, some useful suggestions was proposed, as well as the limita-tion and future research directions.