The Relationship of Online Group Buying Behavior Incorporating the Effect of Weather

The purpose of this research is to verify that the weather factor is one of the perceived usefulness of online group buying consumers, and to supplement related research on the perception of online group buying consumers. This study uses one of Taiwan's online group real data and uses the meteo...

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Bibliographic Details
Published in:Soochow journal of economics and business 2022-12 (105), p.81-114
Main Authors: Ko, Chiung-Feng, Shao, Yu Jou, Hung, Ming Chin
Format: Article
Language:Chinese
Subjects:
Best practice
Consumer behavior
Digital marketing
Electronic commerce
Perceptions
Weather
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Summary:The purpose of this research is to verify that the weather factor is one of the perceived usefulness of online group buying consumers, and to supplement related research on the perception of online group buying consumers. This study uses one of Taiwan's online group real data and uses the meteorological observation data to supplement the related research in Taiwan. We test four models of machine learning to find out the best predictive model for online marketing and then conduct weather forecast analysis. These results show that among the ten product collections, random forest method is the empirical best practice, and among the six weather factors, the most important weather variables for the online group buying platform as a whole are apparent temperature and sunshine duration. Apparent temperature is the original idea of the research. These findings consent that online consumers behavior are effected by weather changes, and echo with existing researches (Chu et al., 2013 '* Zwebner et al., 2014! Watanabe e
ISSN:0259-3769