Identification of the Relationship between Distrust and Discount in Group Purchase based Social Commerce
- 주제(키워드) Discount Rate , Distrust Level , Price Strategy , Social Commerce
- 발행기관 아주대학교
- 지도교수 Rhee, Cheul
- 발행년도 2016
- 학위수여년월 2016. 8
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000023074
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
This paper is about how distrust levels vary among different products commonly sold on group purchase based social commerce, also reasons for why consumers perceive different products with different distrust levels are examined. By collecting data from 70 interviewees on 20 products, it is found that consumers’ distrust levels vary from products to products and 3 shapes of graphs are shown to demonstrate the relationship between trust level and discount rates. Meanwhile, 7 reasons are found effective for explaining distrust reasons. Lastly this paper puts forward 7 price strategy based on different categories of the products mentioned in the research.
more목차
1. Introduction 1
1.1 Background 1
1.2 Problem Discussion 2
1.3 Aims and Objectives 3
1.4 Approach towards Research 3
2. Literature Review 3
2.1 Social commerce and Online Group Buying 3
2.2 Distrust and Social Commerce 4
2.3 Discount Rates and Social Commerce 6
3. Research Methodology 7
3.1 Qualitative Method for Research 7
3.2 Research methods 8
3.3 Research Methodology 8
4. Data Analysis and Interpretation 13
4.1 Data Analysis 13
4.2 Interview Result about distrust reasons 15
4.3 Data Interpretation 16
5. Conclusion and Recommendation 30
6. Appendix 37
Appendix 1: Interview Guide 37
Appendix 2: Interview Script 45
7. Bibliography 54
