基于感知价值的消费者对网店和实体店的选择研究

发布时间：2018-04-26 21:23

本文选题：网店 + 实体店　；参考：《安徽工业大学》2016年硕士论文

【摘要】：电子商务的飞速发展,对传统实体销售构成了巨大的威胁,同时使得消费者面临着愈加复杂的购物环境,购买者也慢慢地从原来单一渠道的购买转换为如今多渠道的购买。面对愈加复杂的购物环境,消费者将会如何选择呢?特别是当代青年群体会如何选择呢?众所周知,消费者是最大利益的追求者,何种渠道能够提供最大化的利益和价值,消费者自然就相信了他,选择了他。由此,渠道感知价值必将影响着消费者对渠道的选择。本文从消费者的视角出发,探究顾客在不同商品类型下的渠道选择倾向,以及渠道感知价值四个维度(渠道感知价格价值、渠道感知品质价值、渠道感知情感价值和渠道感知社会价值)对渠道选择倾向的影响作用,这不仅能够丰富现有理论,而且亦能为经营不同商品的商家提供针对性的营销建议。本文借鉴已有文献中的商品分类标准,将商品分为快速消费品、耐用品、奢侈品和服务四类,分四组设计调研问卷。以青年群体为主要调查对象,利用网络平台和实地两种方式发放问卷,使用spss17.0统计分析软件对搜集的数据进行整理、分析和检验,得到如下结论:(1)针对快速消费品的购买,顾客大多愿意选择实体店进行购买。这主要是由于渠道感知价格价值和渠道感知品质价值对快速消费品的购买渠道选择产生了显著性影响。(2)针对耐用品的购买,消费者大多愿意选择实体店渠道进行购买。这主要是由于渠道感知价格价值、渠道感知品质价值和渠道感知情感价值对购买渠道选择产生了显著性影响。(3)针对奢侈品的选购,消费者大多愿意选择实体店进行购买。这主要是由于渠道感知价格价值、渠道感知品质价值、渠道感知情感价值和渠道感知社会价值对购买渠道选择产生了显著性影响。(4)针对服务性产品的购买,消费者大多愿意选择网店进行购买。这主要是由于渠道感知价格价值和渠道感知品质价值对服务性产品的购买渠道选择产生了显著性影响。
[Abstract]:The rapid development of electronic commerce poses a huge threat to the traditional physical sales, at the same time, consumers are faced with more and more complex shopping environment, buyers are slowly changing from the original single-channel purchase to the multi-channel purchase. In the face of increasingly complex shopping environment, how will consumers choose? How do contemporary youth groups, in particular, choose? As we all know, the consumer is the best interest pursuer, which channel can provide the maximum benefit and value, the consumer naturally believed him, chose him. As a result, the perceived value of the channel will affect the choice of the channel. From the perspective of consumers, this paper explores the channel selection tendency of customers under different commodity types, and the four dimensions of channel perceived value (channel perceived price value, channel perceived quality value, channel perceived quality value). The influence of channel perceived emotional value and channel perceived social value on channel selection tendency can not only enrich the existing theories but also provide targeted marketing advice for merchants who operate different commodities. This paper draws lessons from the commodity classification standard in the literature, divides the commodity into four categories: fast moving goods, durable goods, luxury goods and service, and designs the questionnaire in four groups. Taking the youth group as the main survey object, using the network platform and the field two ways to distribute the questionnaire, using the spss17.0 statistical analysis software to collate, analyze and test the collected data, and get the following conclusion: 1) the purchase of fast moving consumer goods. Most customers are willing to choose physical stores to buy. This is mainly because channel perceived price value and channel perceived quality value have a significant impact on the choice of fast moving consumer goods purchasing channel. This is mainly due to the channel perceived price value, channel perceived quality value and channel perceived emotional value have a significant impact on the choice of purchasing channels. This is mainly due to the channel perceived price value, channel perceived quality value, channel perceived emotional value and channel perceived social value have a significant impact on the purchase of channel selection. Most consumers are willing to choose online shops to buy. This is mainly due to the significant influence of channel perceived price value and channel perceived quality value on the purchase channel selection of service products.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F724.6;F721

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