What Drives Click-Through Rates of Tourism Product Advertisements on Group Buying Websites?

AbstractObtaining stable customer base has become the key mission to the development of group-buying platforms, improving the CTR of product ads on group-buying platform is necessary for formation of stable customer base. This research uses the data about 54 relevant variables covering 7,991 group-buying products of 171 days which from a large tourism group-buying platform in China, and explores the influence factors of click-through rates of group-buying products. The results show that: product name, product discount-level, time pressure showed on product page has significant effect on the CTR of product