We might like to think we're not influenced by other people, but a new study into the group-buying mechanisms - like those used on coupon sites such as Groupon and LivingSocial - reveals that telling buyers who come later to the offer how many have already signed up increases the number of purchasers.
Researchers at the University of Toronto's Rotman School of Management wanted to understand why group buying sites that have entered the market recently have enjoyed greater success than those operating a decade ago, such as Mercata and MobShop.
Earlier attempts typically left potential buyers waiting for days before confirming whether or not they had got the offer they had signed up for.
‘We think one of the reasons group-buying has been successful recently is because of the short time horizon,’ says Rotman Professor Ming Hu, who co-wrote the study with Professor Mengze Shi and PhD student Jiahua Wu. ‘It allows for a herding effect.’
Another reason is the use of an information structure that discloses to later arrivals how many have already signed onto the deal.
Researchers looked at two ways of designing the purchasing mechanism for a group buy: a simultaneous mechanism, where no one knows how many buyers have come before them, and a sequential mechanism, where a second group of buyers has the advantage of knowing the size of the first group.
The researchers' analytical model shows the most successful mechanism is the sequential one because it eliminates uncertainty for those coming later to the deal, and improves the confidence of those who sign on early, as they're able to track the numbers of those who come after them.
‘That boosts confidence,’ says Professor Hu, who teaches operations management. Deals for “luxury” services, versus everyday items, work better in a group buy scenario because they offer consumers a greater benefit.
(Read by Nelly Min. Nelly Min is a journalist at the China Daily Website.)
双语资讯
(Agencies)
我们也许认为我们不会受到他人的影响,但一项针对团购机制
多伦多大学罗特曼管理学院的研究人员想要知道为什么近期进入市场的团购网站比十年前的Mercata和MobShop等团购网站经营更成功。
团购网站过去总是让潜在的买家在报名后等上好多天,才能确认是否能享受到折扣品。
罗特曼商学院的教授胡明
另一个原因是使用了一种信息结构,让后来者看到已经有多少人下单购买。
研究人员研究了设计团购机制的两种方式,一种是同步机制,没人知道之前有多少人来过;另一种是顺序机制,第二拨买主能够知晓第一拨买主的规模。
研究人员的分析模型显示,第二种机制最成功,因为这为后来的买家消除了不确定性,并增进了先前买家的信心,因为他们也可以看到随后买家的数量。
胡教授说:“这增进了自信。”他教授运营管理课程。与日常商品相比,“奢华”服务类商品团购效果更好,因为消费者能得到更大实惠。
Vocabulary:
time horizon: 时间期限,投资期
herding effect: 羊群效应
德国某州拟将希特勒著作编成教科书
娱乐英语资讯:Solicitation of music works for Beijing 2022 kicks off
美国经济首季增长低于预期
你才是我的幸福 You are my happiness
美国男子打猎闯祸:误把女友当野猪开枪
等我们死了:我的Email和网络账号要怎么办?
青葱校园熊出没 被射麻醉后坠落上演“空中飞熊”
奥巴马8年前才还清助学贷款:我不是高帅富
日本下坡路上的赢家
国际英语资讯:Oslo mosque shooting condemned by public, investigated as terrorist attempt
曝光全世界最惬意的囚犯
可爱的加拿大姑娘超激动中国游:第一天:北京的夜晚!
体坛英语资讯:Algeria crowned champions of Africa for second time after beating Senegal 1-0
专家揭秘最佳工作时长:一周40个小时
中学教师曾是AV女星:校方辞退引发争议
研究:药物的疗效取决于患者的心态?
体坛英语资讯:Yang Jian, Yang Hao complete one-two on mens 10m platform for China in Gwangju
1/5韩国女性曾整容 专家揭整容根源
韩国人结婚需备20万美金 房子彩礼是大头
奥兰多•布鲁姆 人物传奇
五招教你熄灭工作怒火
异性之间是否存在单纯的友谊?
00后前途无量:七成儿童不到十岁已会上网
想加薪时绝对不能说的六件事
国内英语资讯:Commentary: RMB exchange rate reform progress makes U.S. claim just a farce
食用冰淇淋过快导致脑结冰头痛
可爱的加拿大姑娘超激动中国游:第二天:历史冰冷的脚趾
国内英语资讯:China solicits public opinions for revising cultural heritage law
国际英语资讯:Libyan government accuses rival army of breaking truce
国际英语资讯:Mexico sees results in poverty reduction: private think tank
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |