参照群体和品牌强度调节作用下OCR对网络团购意愿的影响

发布时间：2018-05-24 04:28

  本文选题：网络团购 + 在线评论　； 参考：《哈尔滨工业大学》2016年硕士论文

【摘要】：随着互联网与电子商务技术的迅猛发展,网络团购已经逐渐成为人们日常生活中的一个重要环节,受到越来越多消费者的青睐。同时,随着网络市场竞争力的不断增大,越来越多的网络交易平台以开放式、零成本、免费扶持等策略帮助卖家冲击网络市场,使得商家可以自由进入,不少商家纷纷通过制定团购的营销策略来吸引更多的消费者进而提高市场占有率。网络团购已经成为企业一种常用的营销手段,并成为最受消费者欢迎的购物方式之一。作为商家营销的重要元素之一,在线评论自网络团购兴起以来就一直起着不可替代的作用,消费者可以从在线评论中提供的信息中做出是否参与团购的决策。同时,网络团购作为网络购物的一种特殊形式,参照群体的重要影响不可忽视。一方面,参照群体可以直接对消费者的感知价值施加影响,消费者可能会因较多的参照群体进而做出从众购买行为。另一方面,参照群体的不同也会使在线评论对消费者的感知价值造成不同影响。此外,品牌作为企业一笔重要的无形资产,在产品的销售中起着决定性的作用,品牌强度不同,不同在线评论对消费者感知价值的影响程度也会不同。本文在研究在线评论对消费者购买意愿的基础上加入了参照群体和品牌强度这两个重要变量,细化了网络团购中对消费者行为的研究。本文以网络团购为研究背景,通过对国内外文献的回顾,基于已有的研究成果,运用消费者行为学等理论,分析了不同在线评论对消费者感知价值及购买意愿的影响,并研究了感知价值的中介作用,以及参照群体和品牌强度的调节作用。在实证研究中,选取了团购网站上食品类目下的子类目坚果类产品作为研究对象,通过情景模拟实验和调查问卷相结合的方式获取数据,以统计软件SPSS19.0作为分析工具,运用方差分析、回归分析等方法,研究在网络团购中,上述因素对消费者感知价值及购买意愿影响情况。根据本文的研究结论,从消费者的角度为网络团购中不同企业如何提高消费者购买意愿提出相关建议,并为企业制订网络团购营销策略提供了一定的理论依据。
[Abstract]:With the rapid development of Internet and e-commerce technology, online group purchase has gradually become an important part of people's daily life, and is favored by more and more consumers. At the same time, with the increasing competitiveness of the network market, more and more online trading platforms with open, zero cost, free support and other strategies to help sellers impact the network market, so that businesses can freely enter, Many businesses through the development of group buying marketing strategy to attract more consumers and increase market share. Online group buying has become one of the most popular marketing methods for enterprises and one of the most popular shopping methods for consumers. As one of the important elements of business marketing, online reviews have been playing an irreplaceable role since the rise of online group buying. Consumers can make decisions on whether to participate in group buying from the information provided in online reviews. At the same time, as a special form of online shopping, the important influence of reference group can not be ignored. On the one hand, reference groups can directly influence consumers' perceived value, and consumers may make herd buying behavior because of more reference groups. On the other hand, different reference groups may have different effects on consumers' perceived value. In addition, as an important intangible asset, brand plays a decisive role in product sales. Different online reviews have different influence on consumer perceived value with different brand strength. Based on the study of online reviews' willingness to buy, this paper adds two important variables, namely, reference group and brand strength, to refine the research on consumer behavior in online group buying. Based on the review of domestic and foreign literature and the theory of consumer behavior, this paper analyzes the influence of different online reviews on consumers' perceived value and purchase intention. The mediating role of perceived value and the adjustment of reference group and brand strength are also studied. In the empirical study, the sub-category nut products on the group purchase website are selected as the research objects, and the data are obtained by the combination of scenario simulation experiment and questionnaire, and the statistical software SPSS19.0 is used as the analysis tool. By means of variance analysis and regression analysis, this paper studies the influence of these factors on consumers' perceived value and purchase intention in online group buying. According to the conclusion of this paper, from the consumer's point of view, this paper puts forward some relevant suggestions on how to improve the consumers' purchase intention in the online group purchase, and provides a certain theoretical basis for enterprises to formulate the network group purchase marketing strategy.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55
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本文编号：1927684