| Recently,with the development of group buying,there has been a new derivative model of "group booking".JD,Taobao,NetEase,Suning and other major enterprises have joined the social e-commerce circuit,triggering a boom in the industry.This paper takes the "group booking" as the research background.In this mode,not only the social network of acquaintances is used for grouping,but strangers can also be grouped together.In the context of group booking,more social cues are provided.Consumers can not only observe the existing buying behavior of the group,but also directly observe the group booking behavior of other people.Therefore,based on the variable of "History sales",a new variable called "group-booking" was introduced to measure the social cue of the reference group.Based on the theory of interpretation level and social influence,the "History sales" and "group-booking" bring different levels of interpretation of social influence."group-booking" bring the social influence in the close interpretation level.Due to the increase in time and psychological distance,"History sales" bring the social influence in the remote interpretation level.Afterwards,we further study the adjustment effects of two variables,price and discount rate.Above all,the issue of the mechanism of social cues on product sales in the context of group booking is studiedTo solve the research problems,this study uses Python to write a crawler program This program is used to collect data from Pinduoduo.We collected 14 days of data Then we analysis panel data to test the research model and hypothesisThe results of the study show that the more "group-booking",the more product sales in the next period;the more "History sales",the more product sales in the next period.Price and discount rate have adjustment effects. |
PDF Full Text Request