社交网站对高职院校学生网络团购从众行为的影响研究

发布时间：2018-03-26 00:02

本文选题：网络团购　切入点：高职院校学生　出处：《西南大学》2012年硕士论文

【摘要】：随着互联网的发展,现如今网络团购已成为一种新型的消费模式,而与此同时,人们参与的社交网络会在一定程度上影响网络团购的从众消费行为。本文针对此问题,在分析目前国内外对网络购物研究现状的基础上,将网络团购与社交网站联系起来,纳入统一框架加以研究。针对国内团购市场的真实情形,选抒了高职院校学生这一大团购消费群体作为研究对象,通过设计并发放问卷的方式,调查他们普遍关注的社交网站(人人网)对其团购行为的影响。通过探讨网络团购行为与社交网站中的群体因素强弱的交互作用的干扰效应,解释了团购消费者在面临群体压力时的从众、不从众和反从众的网络团购行为。进而确定了社交网站中影响从众行为的群体因素,提出变量间的相关理论假假,度构建了社交网站群体因素对高职院校学生网络团购的意愿影响的理论模型。与此同时,论文将团购商品的两大主要类型——实物类和服务类纳入到消费者是否从众的研究中,通过实证研究发现高职院校学生对于服务类的网络团购商品更容易表现出从众行为,而对实物类的网络团购商品更容易呈现出不从众甚至反从众行为。对于服务类的网络团购,高职院校学生的态度更容易受到类似人人网这样的社交网站中高职院校学生的影响。尤其是当自我一致性高,而其所在群体的群体压力较弱时,尽管高职院校学生内心对其所在群体的压力毫不在乎,但在公开场合下表明自己态度时却显得瞻前顾后、顾虑重重,反映出当前的高职院校学生为了获取某些群体的认同,不惜随波逐流甚至委曲求全。本研究尝试从一个新的角度将社会心理学相关理论纳入高职院校学生与社交网站的关系研究中,研究了社交网站中哪些群体因素对高职院校学生的从众行为产生深远影响,对从事网络团购的相关企业创新网络团购模式、社交网站运营者利用高职院校学生互动导入网络团购以拓宽盈利渠道等企业决策具有指导意义,并提供传播学的理论依据。
[Abstract]:With the development of the Internet, the online group purchase has become a new consumption pattern, and at the same time, the social network that people participate in will influence the behavior of group buying in some degree. On the basis of analyzing the current research status of online shopping at home and abroad, this paper links online group buying with social networking sites and puts them into a unified framework to study the real situation of the domestic group buying market. Through the design and distribution of questionnaires, we selected the students of higher vocational colleges as a group purchase group as the research object. To investigate the influence of the social networking site (Renren), which they are generally concerned about, on their group buying behavior, and to explore the interference effect of the interaction between the online group purchase behavior and the strong or weak group factors in the social network. This paper explains the group buying behavior of group buying consumers in the face of group pressure, not following group behavior and anti-herd group buying behavior, and then determines the group factors that affect herd behavior in social networking sites, and puts forward the false theory between variables. This paper constructs a theoretical model of the influence of social network group factors on students' willingness to buy online. At the same time, the paper brings the two main types of group purchases into the study of whether consumers follow the crowd. Through the empirical study, it is found that the students of higher vocational colleges are more likely to show herd behavior for the online group purchase of service category, while to the online group purchase goods of the physical kind they are more likely to show unconformity or even anti-conformity behavior. For the online group purchase of the service category, it is easier to show the behavior of unconformity and even anti-conformity. The attitude of students in higher vocational colleges is more vulnerable to the influence of students in social networks such as Renren.com, especially when the self-consistency is high and the group pressure is weak. Although the students in higher vocational colleges do not care about the pressure of their group, there are too many worries and worries when they express their attitude in public, which reflects that the current students in higher vocational colleges want to gain the approval of certain groups. Don't hesitate to go with the current or even bend your mind. From a new perspective, this study attempts to bring the relevant theory of social psychology into the study of the relationship between students in higher vocational colleges and social networking sites, and studies which group factors in social networking sites have a profound impact on the behavior of students in higher vocational colleges. It is of guiding significance for enterprises engaged in online group buying to innovate the mode of network group buying, and social network operators to use students in higher vocational colleges to introduce network group purchase to broaden profit channels, and to provide theoretical basis for communication.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G715.5;F724.6;F224

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