The Study of Consumer Preferences of Web-based Group-Buying, Accommodation Products

• Main Authors: Hsin-TsenLee, 李心岑
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/90381772868355309694

碩士 === 國立成功大學 === 企業管理學系 === 102 === Group-buying is an Online to Offline business model, and the assortment of accommodation is one of the potential items in the future. This study use conjoint analysis to find out the most important attributes in the minds of consumers, as well as the differences in market segments. Due to the types of hotels are quite different, this study divided the hotels into four. The results show that consumers most care about the prices and the feedbacks of other consumers and it means that consumers pay the same attention on price and quality. In addition, in different market segments showed the same results. Therefore group-buying sites must be committed to maintaining low price and high quality. Studies also have shown that when consumers buy different types of hotel products, they pay the different degree of attention on product attributes. As result, this study offers the group-buying site the suggestions of designing pages depends on the differences in consumer preferences among different types of hotel accommodation goods to increase sales and be sustainable development.