消费者渠道选择与双渠道供应链定价

发布时间：2018-06-04 01:35

本文选题：结构方程模型 + Fishbein合理行为模型　；参考：《南京大学》2014年硕士论文

【摘要】：随着互联网的迅速发展,我国的网民规模不断增加,越来越多的商家纷纷开通网上购物渠道来吸引消费者,越来越多的消费者在购物时也会考虑在不同的渠道进行购物。有的消费者喜欢亲自体验产品,如触摸来感受产品的质量,这类消费者可能愿意在传统渠道购物。也有消费者注重购物的效率,不愿意花费大量的时间在购物上,这类消费者喜欢快捷型的购物方式,因此可能更愿意在网上渠道购买产品。在消费者进行购物时,何种因素会影响消费者购物渠道选择呢?研究消费者的渠道选择行为可以为企业提供营销决策支持,具有重要的意义。近年来,越来越多的商家(制造商和零售商)注意到网上购物的效率,纷纷开通网上购物渠道。在双渠道环境下,商家获得丰厚的利润,不仅需要了解消费者的购物渠道选择行为,探索影响消费者渠道选择的因素,还需要制定积极有效的价格策略,例如商家可考虑实施一致定价策略还是非一致定价策略?因此,本文主要研究消费者的渠道选择行为和双渠道的定价策略。在研究定价策略时,还考虑了不同的因素,例如服务因素和库存因素。第一章和第二章主要分析了研究的背景和目前的研究状况。第三章,研究了消费者的渠道选择行为。Fishbein合理行为模型和技术接受模型因在预测行为意向方面具有较强的解释力而被学者们广泛应用。本研究将两类模型结合起来,在引入新的外在变量感知风险和网络经验的基础上建立了消费者渠道选择模型。以备受年轻消费者喜爱的智能手机为例,通过调查问卷数据对模型中所提出的基本假设进行实证检验。研究得出一些重要的结论：如消费者的网上购买态度和网下的购买意向之间的负相关关系与以往的研究结论有所不同。此外,本研究还对网上购买态度和网购主观规范之间的关系进行了实证检验。研究发现网上购买态度和网购主观规范均可以直接正向影响网上购买意向,且均直接负向影响网下购买意向；此外,网购主观规范还可以通过网上购买态度间接地正向影响网上购买意向和间接地负向影响网下购买意向；感知风险能够显著负向影响网上购买态度和网购主观规范。第四章结合服务因素研究了零售商双渠道供应链的定价决策。服务是消费者选择购物的一项重要因素,提供服务能够为商家带来额外的需求。通过Stackelberg博弈模型研究了两种不同的博弈顺序：零售商服务水平先决策博弈和零售商服务水平后决策博弈。此外,结合这两种不同的博弈顺序研究了两种不同的定价策略：一致定价策略和非一致定价策略。利用数值化算例对均衡解和参数之间的关系进行了详细的研究。研究发现：第二种博弈顺序,即零售商服务水平后决策的博弈顺序,与第一种博弈顺序(零售商服务水平先决策博弈顺序)相比,对制造商和零售商同时有利。第五章结合服务因素和库存因素,研究了制造商双渠道供应链的定价策略。利用Stackelberg博弈模型研究了零售商在提供服务水平和未提供服务水平时的库存策略、制造商批发价格策略和零售商的服务水平策略,并利用数值化算例分析了零售商提供服务和未提供服务时的制造商和零售商利润,给出了零售商提供服务的条件。第六章研究了混合双渠道供应链的定价策略。在对混合双渠道供应链的定价策略进行研究时,扩展了消费者的需求函数模型。通过数值化算例分析了制造商双渠道供应链结构中零售商开通网上直销渠道的条件以及零售商双渠道供应链结构中制造商开通网上直销渠道的条件。第七章对全文进行总结,并提出了未来的研究方向。
[Abstract]:With the rapid development of the Internet, the scale of Internet users in China is increasing. More and more businesses have opened online shopping channels to attract consumers. More and more consumers will also consider shopping in different channels when they are shopping. Some consumers like to experience products personally, such as touch the quality of the products, this kind of elimination. Consumers may be willing to shop in traditional channels. Also, consumers pay more attention to the efficiency of shopping and do not want to spend a lot of time on shopping. These consumers like the fast way of shopping, so they may be more willing to buy products on the Internet. In recent years, more and more merchants (manufacturers and retailers) have paid attention to the efficiency of online shopping and have opened online shopping channels. In the dual channel environment, businesses gain rich profits, not only need to understand consumer shopping. Channel selection behavior, exploring the factors affecting consumer channel selection, and the need for active and effective pricing strategies, such as businesses can consider the implementation of the unanimous pricing strategy or non consistent pricing strategy? Therefore, this paper mainly studies the consumer channel selection behavior and dual channel pricing strategy. In the study of pricing strategies, it is also considered. Different factors, such as service factors and inventory factors. The first and second chapters mainly analyze the background of the study and the current research situation. The third chapter studies the consumer channel selection behavior.Fishbein reasonable behavior model and the technical acceptance model because of the strong explanatory power in predicting the behavior intention mask and is widely used by scholars. In this study, the two models are combined to establish a consumer channel selection model based on the introduction of new external variables' perceived risk and network experience. The negative correlation between the consumer's online purchase attitude and the purchase intention under the net is different from the previous research conclusions. In addition, the study also makes an empirical test on the relationship between online purchase attitude and the subjective norms of online shopping. There is a positive impact on online purchase intention, and all of them have direct negative impact on the purchase intention under the net influence. In addition, online purchase subjective norms can also indirectly influence online purchase intention and indirect negative impact on purchasing intention through online purchase attitude, and perceived risk can significantly negatively affect online purchase attitude and online shopping subjective norms. The four chapter studies the pricing decision of the retailer's dual channel supply chain with service factors. Service is an important factor for consumers to choose shopping. The service can bring additional needs for the business. Through the Stackelberg game model, two different game sequences are studied: the first decision game and the retailer service of the retailer service level. In addition, two different pricing strategies are studied in combination with the two different game sequences: the unanimous pricing strategy and the non consistent pricing strategy. The relationship between the equilibrium solution and the parameters is studied in detail with the numerical example. The study finds that the second game order, that is, the post decision of the retailer's service level. The game order, compared with the first game order (the first decision game order of the retailer's service level), is beneficial to the manufacturer and the retailer. In the fifth chapter, the pricing strategy of the manufacturer's dual channel supply chain is studied with service factors and inventory factors. The service level and failure of the retailer are studied by using the Stackelberg game model. The inventory strategy of the service level, the manufacturer's wholesale price strategy and the retailer's service level strategy are provided, and the numerical example is used to analyze the profit of the manufacturer and the retailer when the retailer provides service and the service is not provided. The sixth chapter studies the pricing strategy of the mixed dual channel supply chain. In the study of the pricing strategy of the mixed dual channel supply chain, the consumer demand function model is extended. The conditions for retailers to open the online direct selling channel in the manufacturer's dual channel supply chain structure and the conditions for the manufacturers to open the online direct selling channels are analyzed through numerical examples. The seventh chapter summarizes the full text and puts forward the future research direction.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F274

【参考文献】