Group-buying coupons have increasingly become a crucial marketing measure for restaurants to attract and maintain consumer flow. Compared to redemption in-store, stimulating consumer repurchase intention is more important for long-term restaurant development. Accordingly, this study, grounded in social influence theory, explores the mechanisms by which restaurant group-buying bill amount display and peer presence affect consumer repurchase intention through two scenario experiments. The findings are as follows: (1) When peers are present, displaying the original amount on the bill enhances consumer repurchase intention more effectively; when peers are absent, displaying the discounted amount has a stronger effect. Meanwhile, intimacy level strengthens the effect of peer presence, thereby further enhancing repurchase intention. (2) Self-esteem plays a mediating role in the aforementioned relationships. (3) Consumer self-construal moderates these relationships. These results not only enrich the theoretical understanding of restaurant group-buying but also offer practical insights for enhancing post-group-buying marketing effectiveness.

中文翻译：

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原价还是折扣价？团购账单金额显示和同行存在对餐厅消费者复购意愿的影响机制


团购优惠券日益成为餐厅吸引和维持客流的重要营销手段。相比店内兑换，刺激消费者复购意愿对于餐厅的长远发展更为重要。据此，本研究以社会影响力理论为基础，通过两个场景实验，探讨餐厅团购账单金额显示和同伴存在感影响消费者复购意愿的机制。研究结果如下：（1）当同行在场时，在账单上显示原始金额更能有效增强消费者的复购意愿；当同行不在场时，显示折扣金额的效果更强。同时，亲密程度增强了同伴存在的效果，从而进一步增强了重复购买意愿。 (2)自尊在上述关系中起中介作用。 (3) 消费者的自我认知调节这些关系。这些结果不仅丰富了对餐厅团购的理论认识，也为提高团购后营销效果提供了实践见解。