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Buyers' purchasing time and herd behavior on deal-of-the-day group-buying websites

机译：当天交易的团购网站上买家的购买时间和羊群行为

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摘要

Since its introduction 10 years ago, group-buying websites, where buyers with similar purchase interests congregate online to obtain group discounts, have metamorphosed into several variants. The most popular variant is the deal-of-the-day group-buying website, where there is only one product/service being offered each day. Starting in the United States in 2008, this new group-buying variant has rapidly achieved tremendous success and has been widely adopted in various countries. At the end of August 2010, there were more than 1000 deal-of-the-day group-buying websites in the most competitive online marketplace, i.e., China. How exactly do buyers behave on these websites? How can deal-of-the-day group-buying website providers take advantage of buyers' behavior? Based on herd behavior, we collected and analyzed over 500 hourly orders on the most popular deal-of-the-day group-buying website in Beijing. We found that auction times and new orders for each hour have an inverted-U relationship. Moreover, we discovered that the number of existing orders will only have a positive effect on the number of new orders during the first half of the day. Contributions to research and implications for group-buying website providers are presented in the paper.
机译：自10年前推出以来，团购网站已转变为多个变体，在团购网站上，具有类似购买兴趣的买家在线聚集以获得团体折扣。最受欢迎的变体是每日交易团购网站，该网站每天仅提供一种产品/服务。从2008年在美国开始，这种新的团购方式已迅速取得了巨大的成功，并已在各个国家广泛采用。截至2010年8月底，在竞争最激烈的在线市场（即中国）中，有超过1000个每日交易的团购网站。买家在这些网站上的行为如何？当日团购网站提供商如何利用买方的行为？根据群体行为，我们在北京最受欢迎的按日交易团购网站上收集并分析了500多个小时订单。我们发现拍卖时间和每小时的新订单具有倒U关系。此外，我们发现现有订单的数量只会在一天的上半年对新订单的数量产生积极影响。本文介绍了对研究的贡献以及对团购网站提供商的影响。

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