基于体验和协同视角的虚拟社区团购决策机制及评价体系研究

发布时间：2018-05-01 16:03

本文选题：虚拟社区团购 + 虚拟社区体验　；参考：《北京邮电大学》2014年博士论文

【摘要】：随着移动互联网时代的到来,移动互联网应用不断地发展演进,其社区化程度愈发明显,社会化媒体技术与应用愈发普及,在线消费者对线上应用愈发依赖,借助于在线的虚拟社区平台消费者通过社交化的协同互动交流购买信息,聚集成潜在的购买团体,并积极运用移动互联网环境下的社交媒体工具实时便捷地进行团体购买活动,以便获得最佳的功利体验。与此同时,虚拟社区中的在线消费者通过形式多样的社会化交互和协同,在获得功利体验的同时,也在不断的加强其自身的社交体验和享乐体验,并在此基础上对虚拟社区团购提出更高的可用体验诉求,持续提升虚拟社区团购成员在团购过程中的全方位购买体验。不难看出,虚拟社区团购是团购发展到一定阶段的产物,是电子商务新模式与互联网社区化发展潮流相融合的产物,网络团购嫁接虚拟社区成为团购商业模式发展的潮流和趋势。从体验和协同的角度来说,虚拟社区团购作为一种特殊的协同购买形式有其自身的特点,它既具备协同购买追求社交体验、享乐体验和流体验的特征,同时由于其专注于价格优势,所以其还具备明显的追求功利体验的特质。因此本研究基于顾客体验理论和协同购买理论,从社会化和协同视角对虚拟社区团购定价和决策机制进行了分析,根据顾客体验和虚拟社区团购本身的特点,分别从最优定价、需求聚集、社区体验的三要素层面,划分了三种不同体验导向的虚拟社区团购运行机制,同时也从三个层面实现了研究创新。首先,从一个全新的视角来解读我国电子商务发展的新模式,实现了研究对象的研究体系框架的创新,构建了较为完备的虚拟社区团购分析框架,为后续深入研究奠定了坚实的理论基础和系统的研究框架；其次,实现了电子商务新模式在新环境下的本地化创新,虽然网络团购起源于国外,但其得到蓬勃发展确是在国内,这得益于移动互联网时代社交媒体发展的大潮,同时也和本地化消费者行为决策模式密不可分,因此本研究结合本地化的社区实体,充分考量基于社区化特质的网络团购在以社交协同和社区体验为导向的新环境中的新特点,提出基于价格、需求和体验的三层面社区团购模式,将本地化创新落到实处；最后,实现了虚拟社区团购研究成果及方法的实践应用创新,综合运用多种数据分析模型构建了最优定价模型、聚集演化模型、体验决策模型,基于三个模型提出了最优定价策略、需求聚集策略以及四元互惠战略,此外还分别从个体和群体的角度构建了完备的科学评价体系,并以动态模型和评价体系为驱动制定相应的策略和发展战略,推动虚拟社区团购科学合理地可持续发展。上述三层面的创新还表现在具体模型的各个环节中,从问题的提出到结论的应用都有所涉及,下面将详细介绍各个模型的所解决的具体问题。首先,基于虚拟社区团购原发性,即功利体验,详细探讨以功利体验为主导的虚拟社区团购协同定价机制,并考虑到社交协同的加速效应对社区团购定价模型进行了某种程度上的修正,提出了基于FPM机制的团购商品协同定价模型,对社区团购定价策略进行了研究,发现影响社区团购定价的因素主要有三个：协同加速因子、商品供给数量和需求弹性系数,并分两阶段对协同最优定价问题进行了分析。其次,随着虚拟社区团购模式不断发展和演进,其愈发强调社区的社会化媒体的属性,团购成员开始关注社交体验,逐步加强其购买过程的协同社交互动,以社交协同和意见交互为载体,在寻求社交体验和享乐体验的同时能快速的形成快速有效的需求聚集。这样我们就必须从社会化媒体和协同的角度,来分析社区团购运行过程中的需求聚集机制,通过基于意见协同的需求聚集模型的估算,量化分析了协同加速因子、意见领袖和社区规模对需求聚集的影响机制,实验结果表明意见领袖和协同加速因子的提升能使得需求聚集的效果和效率成倍增加,当社区中意见领袖数量过低时会较难在合理时间内形成有效的需求聚集,社区规模虽然对聚集效果影响不大但对社区的稳定性和社区的品牌效应有较大影响。最后,随着虚拟社区团购不断演化,社区成员在关注功利体验、社交体验和享乐体验的同时,愈发开始重视其可用体验,即更加注重顾客在社区活动中所得到的导航及其它人性化的帮助,聚焦于社区各项功能的明确性和易用性。可用体验体现了社区平台的用户友好度和人性化水平。随着可用体验的加入,就行形成了以功利体验、社交体验、享乐体验和可用体验框架下所形成的四元全体验模型。基于四元全体验模型的因子分析和回归分析,提出了虚拟社区团购平台四元互惠的发展战略,即平台应当合理布局虚拟社区团购体验的培育步骤,实施以社交体验为核心的社区体验发展战略,以可用体验为核心的客户关系管理战略,以功利体验为核心的产品创新战略,以享乐体验为核心的品牌至爱战略,并将四个战略进行有机结合,形成良性互动。最后分别从个体角度和集体角度,对虚拟社区成员个体的社区融入以及虚拟社区的价值进行了全面的归纳总结并构建完善的评估体系以期为用户提供良好的顾客体验。本研究的四部分主题内容明确了虚拟社区团购的最优定价策略从而提升了团购的功利体验,优化了虚拟社区团购需求聚集机制从而提升了社交和享乐体验,构建了四元互惠体验战略模型在提升可用体验的同时进一步强化全体验协同互动机制,这些都对虚拟社区团购的发展有深远的现实意义,也是未来团购发展的立足之本,实现了团购商家和消费者的双赢。同时相关成果更为移动互联网时代移动端团购模式的发展提供了值得借鉴的思路和极具实操价值的方法,借助三层次模型和评价体系从体验和协同的视角制定移动端团购模式的发展战略,将十分有助于增强虚拟社区团购的社区凝聚力和集体效能,进一步促进社区和团购的融合,不断推动团购的发展、平台的建设和商业模式的创新。
[Abstract]:With the advent of the era of mobile Internet, the mobile Internet application is constantly evolving, the degree of its community is becoming more and more obvious, the technology and application of social media are becoming more and more popular, online consumers are increasingly dependent on the online application, and the consumers through the online virtual community platform have passed through social cooperation and interaction to buy information and gather information. At the same time, online consumers in the virtual community, while gaining utilitarian experience, are also in the process of gaining utilitarian experience. To strengthen its own social experience and enjoyment experience, and on this basis, put forward higher available experience demands for virtual community group purchase, and continuously improve the full purchase experience of virtual community group buying members during the group buying process. It is not difficult to see that virtual community group buying is the product of the group purchase to a certain stage, and it is a new model and mutual electronic commerce. With the integration of networking and community-based development trend, virtual community has become the trend and trend of group buying business mode.
From the perspective of experience and synergy, virtual community group buying has its own characteristics as a special form of cooperative purchase. It not only has the characteristics of cooperative purchase in pursuit of social experience, pleasure experience and flow experience, but also has the characteristics of pursuing the utilitarian experience because of its focus on the price advantage. Based on the theory of customer experience and cooperative purchase theory, this paper analyzes the pricing and decision-making mechanism of group buying in virtual communities from the perspective of socialization and synergy. According to the characteristics of customer experience and virtual community group buying, three different experience oriented virtual societies are divided from the three elements of optimal pricing, demand aggregation and community experience. At the same time, it has realized the research innovation from three levels. First, from a new perspective, we read the new mode of our country's e-commerce development, realized the innovation of the research system framework of the research object, constructed a more complete virtual community group purchase analysis framework, and laid a solid theory for the further research. Secondly, we have realized the localization innovation of the new e-business model in the new environment. Although the network group purchase originated from foreign countries, it has been flourishing in China, thanks to the tide of social media development in the era of mobile Internet, and it is also inseparable from the localized consumer behavior decision model. Therefore, this study combines the local community entities to consider the new characteristics of the network group purchase based on community-based characteristics in the new environment oriented by social cooperation and community experience, and puts forward the three level community group buying model based on price, demand and experience, which will put the new localization into reality. Finally, the virtual community group purchase is realized. The practical application innovation of the research results and methods is applied, and the optimal pricing model, the aggregation evolution model and the experience decision model are constructed by using a variety of data analysis models. Based on the three models, the optimal pricing strategy, the demand aggregation strategy and the four yuan reciprocal strategy are proposed. Learning evaluation system, and making the corresponding strategy and development strategy with dynamic model and evaluation system, and promoting the scientific and sustainable development of virtual community group purchase. The innovation of the above three levels is also manifested in the various links of the specific model, from the question to the application of the conclusion, and the following will be introduced in detail. The specific problems to be solved.
First, based on the original and utilitarian experience of virtual community group buying, the collaborative pricing mechanism of virtual community group buying led by utilitarian experience was discussed in detail. The acceleration effect of social synergy was taken into consideration to modify the model of community group purchase pricing, and the cooperative pricing model of group purchase goods based on FPM mechanism was put forward. The pricing strategy of district group buying is studied. It is found that there are three main factors affecting the pricing of community group purchase: the synergistic acceleration factor, the quantity of commodity supply and the elasticity of demand, and the analysis of the cooperative optimal pricing in two stages.
Secondly, with the continuous development and evolution of the virtual community group buying model, it emphasizes the social media properties of the community. The group buying members begin to pay attention to the social experience and gradually strengthen the cooperative social interaction in the purchase process. It takes social synergy and opinion interaction as the carrier, and can quickly form the social experience and pleasure experience. In this way, we have to analyze the mechanism of demand aggregation in the process of community group buying operation from the perspective of social media and synergy, and analyze the synergistic acceleration factor, the influence mechanism of the opinion leaders and the community size on the demand aggregation. The results show that the promotion of opinion leaders and synergy accelerates can increase the effect and efficiency of demand aggregation. When the number of opinion leaders in the community is too low, it is difficult to form effective demand aggregation in a reasonable time. Although the community size has little effect on the aggregation effect, it is more stable to the community and the brand effect of the community. Great influence.
Finally, with the continuous evolution of the virtual community group buying, the members of the community, while paying attention to the utilitarian experience, the social experience and the pleasure experience, have begun to pay more attention to their available experience, that is, more attention is paid to the navigation and other humanized help obtained by the customers in the community activities, focusing on the clarity and usability of the functions of the community. The user friendliness and humanization level of the community platform are reflected. With the addition of the available experience, the four yuan full experience model is formed under the framework of utilitarian experience, social experience, pleasure experience and available experience. Based on the factor analysis and return analysis of the four yuan full experience model, the virtual community group buying platform four yuan is proposed. The mutually beneficial development strategy, that is, the platform should rationally arrange the training steps of the virtual community group buying experience, implement the community experience development strategy at the core of the social experience, take the experience as the core of the customer relationship management strategy, the product innovation strategy with the utilitarian experience as the core, the brand love strategy with the pleasure experience as the core, and will be the core of the brand The four strategies are organically combined to form a benign interaction. Finally, from the individual angle and the collective point of view, the value of community integration and the value of virtual community is summarized and a perfect evaluation system is constructed to provide a good customer experience for the users. The four part of this study The optimal pricing strategy of virtual community group buying has been clarified to improve the utilitarian experience of group buying, optimize the aggregation mechanism of the virtual community group purchase demand and improve the social and enjoyment experience, and build a four yuan reciprocal experience strategy model to enhance the available experience and further strengthen the full experience synergy mechanism, which are both virtual and virtual. The development of community group buying has far-reaching practical significance, it is also the foundation of the future group purchase and development, and realizes the win-win between the group buying merchants and the consumers. At the same time, the relevant results provide some ideas and methods for the development of the mobile terminal group purchase model in the mobile Internet era, with the help of the three level model and evaluation body. The development strategy of the mobile terminal group purchase model from the perspective of experience and synergy will be helpful to enhance the community cohesion and collective effectiveness of the virtual community group buying, further promote the integration of community and group buying, and constantly promote the development of group buying, the construction of the platform and the innovation of the business model.

【学位授予单位】：北京邮电大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F724.6

【参考文献】