团购用户信息传播机制及对购买意愿的影响研究

发布时间：2018-07-06 18:52

本文选题：团购 + 信息传播　；参考：《北京邮电大学》2015年硕士论文

【摘要】：团购作为近年来新出现的网络购物模式,出现之后就成为互联网的热点。团购网站目前已成为主打本地生活服务的020平台,为消费者提供了优质的服务。团购平台有着低价低折性、商品有限性、时间限制性等特点,与传统电子商务模式并不完全相同。探究团购模式的特点及在团购平台上信息传播机制,是对网络消费者行为研究的补充,也为团购平台运营者提供指导意见,同时还可以为其他网络购物模式的发展提供参考。因此研究团购平台上信息传播机制具有重要的意义。口碑传播是团购信息传播流程的一环。消费者在团购平台上发布的口碑信息会直接影响到企业的销量,因此应重视团购口碑的管理,将它纳入企业营销关注的范畴。企业辛苦建立起来的品牌,也许会被一条口碑击毁。因此必须对口碑给予足够的重视。相比国外研究,国内对团购模式下的信息传播研究成果较少。在团购环境下的网络口碑研究更是非常匮乏。本文先对团购模式下信息传播机制进行探讨,然后研究了团购环境下网络口碑对消费者购买意愿的影响。本文采用实验研究的方法,首先分析了团购环境下信息传播的机制,根据分析结果建立了网络口碑与网络消费者购买意愿的关系模型,检验了网站类型对该模型的调节效应。研究采用问卷调查方法收集数据,运用SPSS17.0和AMOS17.0统计分析软件对数据进行信度分析、效度分析、验证性因子分析和结构方程模型检验,得出以下结论：网络口碑的视觉线索、数量、内容相关性及内容专业性影响消费者浏览网站时的感知风险和信任,进而影响网络消费者的购买意愿；网站类型在此过程中起调节作用。具体而言,相比在团购型网站上购物,消费者在非团购型网站上购物时被网络口碑影响产生的感知风险更大。最后,本文根据研究结论,对团购平台运营和企业在团购平台上的口碑营销提出了建议,并对本研究的局限和未来研究方向进行了分析。
[Abstract]:As a new online shopping model in recent years, group-buying has become a hot spot on the Internet. Group purchase website has become the main local life service 020 platform, to provide high-quality services for consumers. The group-buying platform has the characteristics of low price and low discount, limited goods and limited time, which is not exactly the same as the traditional electronic commerce mode. Exploring the characteristics of group-buying mode and information dissemination mechanism on group-buying platform is a supplement to the research of online consumer behavior, and also provides guidance for the operators of group-buying platform. At the same time, it can also provide reference for the development of other online shopping modes. Therefore, it is of great significance to study the information dissemination mechanism on the group-buying platform. Word-of-mouth communication is a link in the information communication process of group purchase. The word-of-mouth information released by consumers on the group-buying platform will directly affect the sales volume of enterprises, so we should attach importance to the management of group-buying word-of-mouth and bring it into the scope of enterprise marketing attention. The brand that the enterprise builds painstakingly, may be destroyed by a word of mouth. Therefore, we must pay enough attention to the word of mouth. Compared with foreign research, the domestic research results of information dissemination under the mode of group-buying are less. In group purchase environment under the network word-of-mouth research is very scarce. This paper first discusses the mechanism of information dissemination in group buying mode, and then studies the influence of internet word of mouth on consumers' willingness to buy in group buying environment. In this paper, the mechanism of information transmission in group buying environment is analyzed by using the method of experimental research. According to the analysis results, the relationship model between online word-of-mouth and consumers' willingness to buy is established, and the adjustment effect of website type to this model is tested. The data were collected by questionnaire, and the reliability analysis, validity analysis, confirmatory factor analysis and structural equation model test were carried out by using SPSS 17.0 and AMOS17.0 statistical analysis software. The following conclusions were drawn: visual clues of network word-of-mouth. The quantity, relevance and professionalism of content affect the perceived risk and trust of consumers when they browse the website, and then affect the willingness of online consumers to buy, and the type of website plays a regulatory role in this process. In particular, consumers are more likely to be influenced by online word of mouth when shopping on non-group-buying websites than on group-buying websites. Finally, according to the conclusion of the study, this paper puts forward some suggestions on the operation of group purchase platform and the word-of-mouth marketing of enterprises on group purchase platform, and analyzes the limitations of this study and the future research direction.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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