Analysis on Perceived Value of Different Services by Online Group Buying in China

Abstract

Abstract. By classifying the services provided by online group buying website in China into 3 types, restaurant service, entertainment service, travel and hair body care service, the paper aimed to examine the differences of the perceived value for those services. Empirical data was collected from a survey of online group buying users in China. The results of the empirical analysis indicate that customer's perceived value vary from service by service. There is a significant difference between entertainment service and other two kinds of services. Perceived value of the restaurant service is not significantly different from the Travel and hair body care service.