The factors affecting restaurant customers' return intention after online group buying promotion

DOI

10.2991/csss-14.2014.43How to use a DOI?

Keywords

online group buying; return intention; customer satisfaction; perceived value.

Abstract

With the expansion of online group buying, this new promotion model is used by more and more restaurants. However, it is difficult for restaurant owners to make profit from one time online group buying promotion; they are expecting that customers brought by online group buying could return and become their long-term customers. This study adopts both correlation analysis and structural equation modeling to analyze the factors affecting restaurant customers’ return intention after online group buying promotion and finds that perceived quality, perceived value and customer satisfaction would greatly affect customers’ return intention. Perceived value and customer satisfaction are also mediating variables in our study model. This study also finds that the deeper discount restaurants offer, the less likely the customer would return to consume at the original price without discount.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Chen Yao
AU  - Chen Yiwen
AU  - Li Xin
PY  - 2014/06
DA  - 2014/06
TI  - The factors affecting restaurant customers' return intention after online group buying promotion
BT  - Proceedings of the 3rd International Conference on Computer Science and Service System
PB  - Atlantis Press
SP  - 188
EP  - 191
SN  - 1951-6851
UR  - https://doi.org/10.2991/csss-14.2014.43
DO  - 10.2991/csss-14.2014.43
ID  - Yao2014/06
ER  -