网络价格促销对消费者购买行为影响的实证研究
发布时间：2018-11-25 16:46
【摘要】：随着互联网的普及和电子商务技术的日趋成熟,我国的网络购物用户规模逐渐扩大。网络购物已经成为网络生活不可或缺的一部分。网络商家纷纷制定不同营销策略以最大限度的吸引用户,其中价格促销因其效果明显受到网络商家的青睐。与时俱进地选择与时代发展相符的促销策略有助于网络商家实现自身经营目的与创造利润。网络商家需要迅速更新营销观念与方法,对传统的促销模式进行改进更新,有效利用网络促销方式引导更多的消费者由传统购物转变为网络购物,扩大自身商品在市场中的份额 本文结合传统购物环境下消费者行为理论和价格促销相关研究,提出网络购物情境下,价格促销对消费者购买行为影响的模型。通过问卷调查和数据分析,验证各变量之间的关系以及模型的合理性。研究结果显示,不同价格促销方式对消费者感知促销有用、感知促销易用、感知促销风险均有显著差异,感知促销有用、感知促销易用对购买意愿有正向影响,感知促销风险对购买意愿有负向影响。 本文研究成果为网络商家研究消费者购买行为,制定可行有效的营销方案提供了理论支持。基于本文实证研究成果,为网络商家进行促销活动提供多方面的建议。
[Abstract]:With the popularity of the Internet and the maturation of e-commerce technology, the scale of online shopping users in China is gradually expanding. Online shopping has become an indispensable part of network life. Network merchants have developed different marketing strategies to attract users to the maximum extent, among which price promotion is obviously favored by network merchants for its effect. Keeping pace with the times and choosing the promotion strategy in line with the development of the times can help the network merchants to achieve their own business objectives and create profits. Network merchants need to quickly update their marketing concepts and methods, improve and update the traditional promotion mode, and effectively use the network promotion mode to guide more consumers to change from traditional shopping to online shopping. Based on the theory of consumer behavior in the traditional shopping environment and the research on price promotion, this paper proposes a model of the influence of price promotion on consumers' purchase behavior in the context of online shopping. The relationship between the variables and the rationality of the model are verified by questionnaire and data analysis. The results show that different price promotion methods have significant differences in perceived promotion usefulness, perceived promotion convenience, perceived promotion risk, perceived sales promotion usefulness, perceived sales promotion ease of use has a positive impact on purchase intention. Perceived promotion risk has a negative effect on purchase intention. The research results of this paper provide theoretical support for online merchants to study consumer purchase behavior and formulate feasible and effective marketing schemes. Based on the empirical results of this paper, this paper provides various suggestions for online merchants to carry out promotional activities.
【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】：F713.55;F713.36
本文编号：2356793
[Abstract]:With the popularity of the Internet and the maturation of e-commerce technology, the scale of online shopping users in China is gradually expanding. Online shopping has become an indispensable part of network life. Network merchants have developed different marketing strategies to attract users to the maximum extent, among which price promotion is obviously favored by network merchants for its effect. Keeping pace with the times and choosing the promotion strategy in line with the development of the times can help the network merchants to achieve their own business objectives and create profits. Network merchants need to quickly update their marketing concepts and methods, improve and update the traditional promotion mode, and effectively use the network promotion mode to guide more consumers to change from traditional shopping to online shopping. Based on the theory of consumer behavior in the traditional shopping environment and the research on price promotion, this paper proposes a model of the influence of price promotion on consumers' purchase behavior in the context of online shopping. The relationship between the variables and the rationality of the model are verified by questionnaire and data analysis. The results show that different price promotion methods have significant differences in perceived promotion usefulness, perceived promotion convenience, perceived promotion risk, perceived sales promotion usefulness, perceived sales promotion ease of use has a positive impact on purchase intention. Perceived promotion risk has a negative effect on purchase intention. The research results of this paper provide theoretical support for online merchants to study consumer purchase behavior and formulate feasible and effective marketing schemes. Based on the empirical results of this paper, this paper provides various suggestions for online merchants to carry out promotional activities.
【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】：F713.55;F713.36
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