Research on the Impact of E-commerce Platform Group Buying Situational Characteristics on Consumer Purchase

摘要

Objective: To explore the influence of the scene-characteristics (group purchase duration, discount rate, desire to buy) on the purchase of e-commerce platforms, and provide corresponding guidance for group-merchandising marketing on the e-commerce platform. [Methods] Based on the 35402 pieces of data purchased by a well-known large-scale shopping platform in China, a preliminary analysis of the relationship between variables was conducted using the complex network analysis software GEPHI, and a linear regression model was combined with the customer perceived value theory to verify the discount rate, duration of group purchase, and desire. The effect of the number of purchases on consumer purchases. Conclusion: The study found that: The discount rate, the number of people wanting to buy, and the time of group purchase will have a significant impact on consumers' purchases. Therefore, e-commerce platform merchants should pay attention to this kind of information as much as possible to attract consumers' purchases.