| This paper makes investigations to consumers in Xiamen area regarding to the catering online group-buying topic, retrieve consumers’purchase preference through empirical research, provide specific measures and suggestions covering the aspects of popular package solution of catering online group-buying, estimation of market share of different catering categories and rectification of wrong practices and thoughts in online group-buying operations to group-buying websites and Xiamen catering enterprisesThe paper adopts the conjoint analysis method, and conducts2surveys. First,103copies of effective questionnaire were acquired through Survey I and consumer preference attributes which influence Xiamen consumer decision on catering online group-buying were determined and ranked. Then5attributes were picked out from the result of Survey I to make the orthogonal experimental design. After that, Survey Two was conducted on16groups of market-simulated catering categories with different attributes and levels and367copies of effective questionnaire were acquired in Xiamen area. Finally at the base of data statistics and through writing programs of conjoint analysis, the paper calculates the utility value by different consumer preference attributes and levels and simulates the16categories’market shares.The experimental result passes the matching test of Pearson’s R and Kendall’s tau coefficient of rank correlation. The correlation coefficient is as high as0.888and0.805respectively and the significance level of two-tailed test are both0.000. These data show that the analytical model can reflect well and truly Xiamen area consumers’ preference on catering online group-buying.In conclusion, with regard to the catering online group-buying in Xiamen area, price and favorable reception rate are the most important factors that influence consumers" online group-buying decision; high rate of favorable reception bring about tremendous positive benefits, and rate of favorable reception at4.1-5brings about maximum sales volume; the lower the price interval the higher the utility value, price interval of0-40yuan gives the largest demand of online group-buying products; consumer preference for catering categories takes turns as buffet/local special food/chaffy dish/Hong Kong style tea, local flavor influences consumer preference; the less time spent on the way to restaurant the higher the consumer utility brought forth; refund service upon coupon unused has distinct positive effects to increasing sales and building corporate image.The paper provides to group-buying websites and Xiamen catering enterprises specific measures and suggestions covering the aspects of popular package solution of catering online group-buying, estimation of market share of different catering categories and rectification of wrong practices and thoughts in online group-buying operations. The whole study method and model can be generalized to the nationwide study of catering online group-buying. |
PDF Full Text Request