Proceedings of the 2016 International Conference on Economics, Social Science, Arts, Education and Management Engineering

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Research on the Influencing Factors of Service Group-buying Enterprise Marketing Competitiveness Based on Online Rating

Authors
Sa Zhou, Yang Zhang, Yongjun Liu
Corresponding Author
Sa Zhou
Available Online August 2016.
DOI
10.2991/essaeme-16.2016.96How to use a DOI?
Keywords
online rating; group-buying enterprise; marketing competitiveness; multiple linear regression.
Abstract

This article studies the influencing factors of service group-buying enterprise marketing competitiveness based on the online rating. Firstly, on the basis of existing research results about the marketing competitiveness of group-buying enterprise and the features of service group-buying enterprise, the article analyzes the inscape of service marketing competitiveness of group-buying enterprise. Secondly, the article proposes hypotheses about service group-buying enterprise marketing competitiveness from seven aspects: the overall emotional polarity rating, the price rating, the service quality rating, the refund rating, the services quality of off-line businesses rating, the number of businesses rating, the reputation of service group-buying enterprise, and then builds multiple linear regression model. Finally, the article applies SPSS software to solve and analyze the established model, and reveals the significance of each influencing factor and verifies the original hypotheses, which points out how these factors influence the marketing competitiveness of service group-buying enterprise. The article has some certain guidance for the service group-buying enterprise to develop their marketing strategies.

Copyright
© 2016, 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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Volume Title
Proceedings of the 2016 International Conference on Economics, Social Science, Arts, Education and Management Engineering
Series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2016
ISBN
10.2991/essaeme-16.2016.96
ISSN
2352-5398
DOI
10.2991/essaeme-16.2016.96How to use a DOI?
Copyright
© 2016, 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/).

Cite this article

risenwbib
TY  - CONF
AU  - Sa Zhou
AU  - Yang Zhang
AU  - Yongjun Liu
PY  - 2016/08
DA  - 2016/08
TI  - Research on the Influencing Factors of Service Group-buying Enterprise Marketing Competitiveness Based on Online Rating
BT  - Proceedings of the 2016 International Conference on Economics, Social Science, Arts, Education and Management Engineering
PB  - Atlantis Press
SP  - 451
EP  - 456
SN  - 2352-5398
UR  - https://doi.org/10.2991/essaeme-16.2016.96
DO  - 10.2991/essaeme-16.2016.96
ID  - Zhou2016/08
ER  -