中国消费者网络团购动机及其类型研究

发布时间：2018-12-15 17:00

【摘要】：消费者对团购网站的忠诚度较低,全面厘清消费者网络团购动机对于团购运营商提升顾客忠诚度和运营绩效具有重要意义。构建了消费者网络团购参与动机初始量表,通过项目分析和探索性因子分析等方法确定了正式量表,获得了消费者参与网络团购动机的六个维度:愉悦、便利、安全、服务、价格以及社交。采用验证性因子分析法对量表进行了实证检验,表明量表具有较高的信度和效度。为了考察量表的实用性,基于六大动机维度,采用层次聚类和K-means聚类相结合的方法对中国网络团购消费者进行细分,提出了四类消费者类型,分别为热衷型、社交型、实用型和稳健型,每类消费者具有不同的人口统计特征。研究结论可为中国团购网站运营商制定差异化的营销沟通战略和对消费者细分提供决策参考。
[Abstract]:Consumers' loyalty to group-buying websites is low. It is of great significance to clarify consumers' online group buying motivation for group buying operators to improve customer loyalty and operational performance. This paper constructs the initial scale of the participation motivation of consumer online group purchase, determines the formal scale by item analysis and exploratory factor analysis, and obtains six dimensions of the motivation of consumers' participation in online group buying: pleasure, convenience, security, service, etc. Price and social. The confirmatory factor analysis is used to test the scale, which shows that the scale has high reliability and validity. In order to investigate the practicability of the scale, based on six motivational dimensions, the method of hierarchical clustering and K-means clustering is used to subdivide Chinese online group buying consumers, and four types of consumers are proposed, which are zealous type and social type, respectively. Practical and robust, each type of consumer has different demographic characteristics. The research results can provide decision reference for Chinese group buying website operators to formulate differentiated marketing communication strategy and consumer segmentation.
【作者单位】：深圳信息职业技术学院商务管理学院;重庆大学经济与工商管理学院;
【基金】：教育部人文社会科学研究青年基金项目《消费者网络团购参与动机及再购意愿影响因素研究》(13YJC630020)
【分类号】：F713.55;F724.6

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