餐饮类网络团购用户使用意愿研究

发布时间：2018-03-22 11:33

本文选题：网络口碑　切入点：感知风险　出处：《山西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的发展和普及,出现了一种新型的电子商务模式-网络团购。网络团购起源于美国,2008年美国Groupon团购网站一上市,两年内营业额超过15亿美元,随后该商业模式引起了全世界的广泛关注。2010年该模式进入我国,我国诞生了众多类似这样的网站,当前我国主要是以服务类网络团购为主,经过调查研究发现,餐饮网络团购的发展尤其突出。该模式对消费者来说,不仅可以及时获取信息,提高消费者的知情权和主动权;还可以降低消费者因信息闭塞等带来的风险;对商家来说,通过互联网这一渠道,商家可以迅速扩大其知名度,降低宣传费用,吸引大量消费者。但是,由于网络团购模式简单,容易被复制、监管机制薄弱,商家和网站缺乏诚信问题等,导致消费者团购热情骤减,网络团购市场陷入低潮,因此,本文重点研究如何提高餐饮团购用户的使用意愿。为了推动餐饮团购的健康发展本文借鉴了大量国内外学者的研究成果,并进行了深入访谈,选取自变量网络口碑和感知风险、中间变量感知价值以及因变量团购意愿试图构建各个变量的维度以及测量表,然后在山西通过发行问卷的方式收集数据,本文共发行240份问卷,实际回收有效问卷222份,最后利用SPSS对其进行实证研究,得出结论表明:(1)餐饮类网络口碑是由评论数量、评论质量、评论效价三个维度构成;餐饮类团购消费者的感知风险是由隐私风险、产品风险和经济风险三个维度构成;餐饮类团购消费者的感知价值是由网站功能价值、服务价值和情境价值三个维度构成的。(2)餐饮类网络口碑及其各维度(评论数量、评论质量、评论效价)显著正向影响消费者的感知价值,且评论效价影响最为显著;餐饮类感知风险及其各维度(隐私风险、产品风险、经济风险)显著负向影响消费者的感知价值,且产品风险影响最为显著;餐饮类消费者感知价值及其各维度(网站功能价值、服务价值和情境价值)显著正向影响消费者的使用意愿,且服务价值影响最为显著。餐饮类感知价值在网络口碑、感知风险以及团购意愿之间扮演者桥梁的角色。根据以上研究成果,本文结合我国餐饮团购的发展现状提出了一些建议:(1)加强对在线口碑的关注,重视在线口碑的作用;(2)降低风险感知程度;(3)完善网站设计和产品服务,提高消费者的感知价值。
[Abstract]:With the development and popularization of Internet technology, a new e-business model has emerged. The online group purchase originated in the United States. In 2008, the Groupon group purchase website was listed in the United States, with a turnover of more than 1.5 billion US dollars in two years. Then the business model attracted worldwide attention. In 2010, the model entered our country, and many similar websites were born in our country. At present, the main business model in our country is mainly service type network group buying, which has been found by investigation and research. The development of food and beverage network group purchase is especially prominent. This model can not only get information in time, improve consumers' right to know and initiative, but also reduce the risk of consumers because of information block. Through the Internet channel, businesses can quickly expand their popularity, reduce publicity costs, attract a large number of consumers. However, because the online group purchase model is simple, easy to copy, and weak regulatory mechanism, The lack of integrity in businesses and websites has led to a sharp decline in consumer group buying enthusiasm, and the online group-buying market has fallen into a low ebb. In order to promote the healthy development of catering group purchase, this paper draws on the research results of a large number of domestic and foreign scholars, and carries out in-depth interviews, selects independent variables online word of mouth and perceived risk. The intermediate variable perceived value and dependent variable group purchase intention try to construct the dimension and measurement scale of each variable, then collect the data through the way of issuing questionnaire in Shanxi, this paper issues 240 questionnaires, the effective questionnaire is 222. Finally, using SPSS to make an empirical study, it is concluded that the online reputation of catering industry is composed of three dimensions: comment quantity, comment quality and comment titer; the perceived risk of catering group purchase consumers is privacy risk. Product risk and economic risk are three dimensions; the perceived value of catering group purchase consumers is composed of three dimensions: website function value, service value and situational value. The perceived value of consumers is significantly positively affected by the quality and titer of comments, and the impact of comment titer is the most significant; the perceived risk of food and beverage and its dimensions (privacy risk, product risk, etc. Economic risk) significantly negative impact on consumer perceived value, and the most significant impact of product risk; Food and Beverage consumers perceived value and its various dimensions (website functional value, Service value and situational value) significantly positively affect consumers' willingness to use, and service value is the most significant. Perception of risk and willingness to buy groups play a role as a bridge. Based on the above research results, this paper puts forward some suggestions on the development of catering group buying in China (1)) to strengthen the attention to online word-of-mouth. Attach importance to the effect of online word of mouth (2) reduce risk perception and improve website design and product services to enhance consumers' perceived value.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3;F713.55

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