参照群体作用下大学生网络团购感知对购买意愿的影响

发布时间：2018-04-13 20:43

本文选题：参照群体 + 大学生　；参考：《南京航空航天大学》2013年硕士论文

【摘要】：互联网的飞速发展为网络平台购物提供了良好的环境。从经典的B2C模式到发展壮大的C2C模式，可以看到各类购物网站在竞争十分激烈,优胜劣汰和兼并重组的现象层出不穷。大学生作为接受新兴事物的代表，在网络团购中担当主力军的角色。大学生群体居住的特点也决定了周围的同学对其购买行为的影响。所以参照群体在大学生团购消费行为中的作用尤为重要。本文以感知价值、感知风险、参照群体等理论为依据，分维度探讨了大学生网络团购感知对购买意愿的影响。并运用结构方程、多变量方差分析等方法分别探索了感知价值、感知风险作用于购买意愿的路径和参照群体的调节作用。本文的主要研究结论如下： ①不同参照群体影响下的消费者感知价值与感知风险表现不同。当参照群体支持度较高时，消费者感知和购买意愿同时增加，且购买意愿增加的幅度比感知小。当参照群体支持度较低时，消费者感知和购买意愿同时减少，，同时购买意愿减少的幅度比感知小。当参照群体支持度一般时，消费者感知和购买意愿仍然会小幅下降。②网络团购感知价值各维度与大学生购买意愿总体正相关，但各维度呈现不同特点。其中功能价值、情感价值影响显著，而网络易用风险影响不显著。③网络团购感知风险与购买意愿总体负相关，但各维度呈现不同特点。其中服务风险、心理风险影响显著，而时间风险、隐私风险影响不显著。本文的创新点有：①考虑了人群特质的影响，以大学生视角研究探索影响顾客感知价值、感知风险各维度的途径。②本研究以参照群体作为切入点，摒弃了一般按照特质类因素对参照群体分类的方法，依照情景将参照群体分为三种不同的支持度，依次验证不同情况下消费者感知与购买意愿如何变化。③在参照群体调节作用的检测上，本研究采用了多变量方差分析，可以同时检验参照群体不同情况下，感知价值、感知风险与购买意愿的变化方式和程度，这种多重比较的方法可以同时将三个或三个以上变化方向、幅度进行对比，分析过程也更为合理。本文通过探讨不同参照群体影响下大学生消费者感知与购买意愿的作用机制，指出团购网站和商家可以利用团购消费特性，降低对网络风险的感知敏感性，提升消费者的感知价值。同时为大学生消费者网络团购时理性消费、避免误区提供了有益的指导，具有一定的理论价值和现实意义。
[Abstract]:The rapid development of the Internet provides a good environment for online shopping.From the classic B2C model to the developing C2C model, we can see that all kinds of shopping websites are in fierce competition, the phenomenon of survival of the fittest and merger and reorganization emerge endlessly.As the representative of accepting new things, college students play the main role in online group buying.The characteristics of college students living in groups also determine the influence of students around on their purchase behavior.So the reference group plays a more important role in the consumption behavior of college students.Based on the theories of perceived value, perceived risk and reference group, this paper probes into the influence of college students' online group purchase perception on their purchase intention.The methods of structural equation and multivariate variance analysis are used to explore the influence of perceived value, perceived risk on the path of purchase intention and the regulating effect of reference group respectively.The main conclusions of this paper are as follows:1 consumers' perceived value and perceived risk performance are different under the influence of different reference groups.When the level of reference group support is high, consumer perception and purchase intention increase simultaneously, and the increase of purchase intention is smaller than that of perception.When the level of reference group support is low, consumer perception and purchase intention decrease simultaneously, and the extent of decrease of purchase intention is smaller than that of perception.When the degree of reference group support is general, consumer perception and purchase intention will still slightly decrease .2 the perceived value of online group purchase is positively correlated with the overall purchase intention of college students, but each dimension presents different characteristics.Among them, functional value and emotional value have significant influence, while network easy-to-use risk has no significant negative correlation with purchase intention, but each dimension presents different characteristics.The influence of service risk and psychological risk is significant, but the influence of time risk and privacy risk is not significant.The innovation of this paper is that: 1 takes into account the influence of the characteristics of the crowd, and explores the ways of influencing customer perceived value from the perspective of college students. 2. This study takes the reference group as the starting point.The method of classifying reference groups according to the factors of trait category is abandoned, and the reference groups are divided into three different levels of support according to the situation.In order to verify how consumer perception and purchase intention change in different situations, this study adopts multivariate analysis of variance to test the perceived value of reference groups in different situations.The way and degree of change of perceived risk and purchase intention, this multi-comparison method can compare three or more directions and amplitude at the same time, and the analysis process is more reasonable.This paper discusses the mechanism of consumer perception and purchase intention of college students under the influence of different reference groups, and points out that group buying websites and merchants can make use of group purchase consumption characteristics to reduce their sensitivity to network risks.Enhance the perceived value of consumers.At the same time, it provides useful guidance for college students to consume rationally and avoid misunderstandings, which has certain theoretical value and practical significance.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645.5;F724.6

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