Research on Consumer Community Group Buying Preferences Based on Conjoint Analysi—Taking Nanjing as an Example
This article uses conjoint analysis to study consumers'preferences for community group buying in Nanjing.First,based on offline interviews,online reviews,and relevant literature,five attributes that affect consumers'willingness to use are selected,and 16 product profiles are obtained based on orthogonal experiments.On this basis,a questionnaire is designed to obtain evaluation data,and SPSS software is used to process the data to obtain the utility value of each attribute level and the weight coefficient of the attributes.The results show that consumers are most concerned about the price of goods and the service level of the head of the community group buying in community group buying.The types of community group buying platforms and the brand of goods have a general impact on consumers'use of community group buying,and interactivity has little impact on consumers.Finally,based on the research results,this article proposes targeted development suggestions in terms of product price,head service level and product quality.
Community Group PurchaseConsumer PreferencesConjoint Analysis
NETL
NSTL
万方数据
