Abstract
With the rapid development of e-commerce, the online shopping market becomes more and more competitive. How to design sales models to retain consumers and make them become continuous buying is the biggest concern of most e-commerce companies. This study was under the situation of Dutch auction model, using a large number of real auction data in Gongtianxia’s “7 days auction” and “15 min auction”. We use quantitative research method combining statistical analysis and panel data regression model, to study the influencing factors of consumers’ repeat purchase. The results show that auction methods, consumers’ perceived performance and bidding structure can affect consumers repurchase. At the same time, we established random effects regression models of the rate of consumers repurchase in 7 days and 30 days. According to the conclusion of the research in this article, we can provide some practical suggestions for Gongtianxia and a reference for other e-commerce.
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Acknowledgement
This work was supported by the National Natural Science Foundation of China (61472136; 61772196), the Hunan Provincial Focus Social Science Fund (2016ZDB006), Hunan Provincial Social Science Achievement Review Committee results appraisal identification project (Xiang social assessment 2016JD05) The authors gratefully acknowledge the financial support provided by the Key Laboratory of Hunan Province for New Retail Virtual Reality Technology (2017TP1026). The authors gratefully acknowledge the financial support provided by the Key Laboratory of Hunan Province for Mobile Business Intelligence (2015TP1002).
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Jiang, W., Chen, J., Xu, Y., Wang, Y., Tan, L. (2019). Research on the Influence Factors of Consumer Repurchase in Dutch Auction. In: Tang, Y., Zu, Q., Rodríguez García, J. (eds) Human Centered Computing. HCC 2018. Lecture Notes in Computer Science(), vol 11354. Springer, Cham. https://doi.org/10.1007/978-3-030-15127-0_32
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DOI: https://doi.org/10.1007/978-3-030-15127-0_32
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