How Service-Related Factors Affect the Survival of B2T Providers: A Sentiment Analysis Approach

ABSTRACT

Nearly one-third of the business-to-team (B2T) websites in China closed down in 2011—the casualties of the intensified competition in the group-buying market. To investigate the critical factors to the survival of online B2T businesses in an overcrowded buyer-side market, we propose a model that links convenience, price, product/service, personalization, and website security/safety to customer satisfaction of B2T websites in light of the related literature. A two-stage approach is applied to validate this model. In Stage I, according to the results of an empirical analysis based on questionnaire responses from 157 B2T website users, we found that convenience and product/service are the top two contributors to the success of B2T business, as measured by customers’ repurchase intentions. In Stage II, topic classification and sentiment analysis are applied to 3046 review comments related to 58 B2T websites. The results from the Stage II study confirm the validity of the Stage I results with further evidence to support our arguments.