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

@inproceedings{Liu2015WhatDC,
  title={What Drives Click-Through Rates of Tourism Product Advertisements on Group Buying Websites?},
  author={Yanbin Liu and Ping Yuan and Wei Liu and Xingsen Li},
  booktitle={ITQM},
  year={2015}
}
Obtaining 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 groupbuying platform in China, and explores the influence factors of click-through rates of group-buying products. The results show that: product name… CONTINUE READING

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