C2B预售模式下消费者购买意愿形成机理研究

发布时间：2018-06-16 06:38

本文选题：C2B预售 + 购买意愿　；参考：《东华大学》2017年硕士论文

【摘要】：在B2C行业业务同质化严重、价格竞争不断加剧的背景下,一种新型的电子商务模式——C2B预售模式日益流行。C2B预售模式能够帮助商家更准确地匹配供需,减少库存和缺货成本,同时也能使消费者以更低的价格获得优质的商品。但要成功实施C2B预售模式,商家须在短时间内获得大量的消费者订单,否则其优势就难以体现。所以,如何激发消费者对C2B预售模式的参与热情,提高他们的预购意愿,成为了相关平台和商家必须面对且亟待解决的问题。针对此问题,本研究通过问卷调查收集了232位消费者在12种不同预售情境下的情感和认知反应,以及他们的购买意愿数据,并利用PLS结构方程模型的方法分析了外部情境因素、情感和认知因素与消费者购买意愿之间的关系,为相关平台和商家提供了一定的指导和建议。本研究的主要内容及贡献包含以下几个方面:(1)确定了C2B预售模式下影响消费者购买意愿的主要因素。通过理论分析和对国内三大C2B预售平台的实证调研,从内、外两方面确定了影响消费者购买意愿的主要因素,外部因素包括产品类型、价格折扣、已预订件数和时间压力;内在因素包括激活度、愉悦度、感知价值和预购经验。(2)揭示了C2B预售模式下消费者购买意愿的形成机理。以S-O-R模型为基本框架,从内外部驱动两个角度构建并验证了反映消费者购买意愿形成过程的理论模型。实证分析的结果表明:在价格折扣、参照群体(已预订件数)和时间压力等外部因素的驱动下,消费者的情感状态会发生变化,进而形成对此次预售活动的价值感知,在正向情感和认知的驱动下,消费者最终产生对预售产品的购买意愿。认知在情感对购买意愿的影响中起完全中介作用,情感在外部因素对认知的影响中也起完全中介作用。(3)验证了产品类型和预购经验在购买意愿形成过程中的调节作用。根据产品类型和预购经验对样本数据进行分割,利用多群组分析的方法检验基于不同样本数据的模型中路径系数的差异。结果表明:产品类型在价格折扣等外部因素对消费者的情感和认知、以及情感和认知因素对购买意愿的影响中均存在显著的调节效应;而预购经验仅在消费者情感和认知的形成过程中起调节作用。本研究的主要创新点如下:(1)以S-O-R模型为基本框架,从内外部驱动两个角度构建了一个较为全面的用于解释C2B预售模式下消费者购买意愿形成机理的理论模型。(2)验证了情感和认知因素在价格折扣等外部因素对购买意愿的影响中的中介作用,揭示了被很多研究所忽略的“情感因素”对消费者认知及购买意愿的重要影响。(3)全面揭示了产品类别和预购经验在购买意愿形成过程中的调节作用。
[Abstract]:Under the background of serious homogenization of B2C industry business and increasing price competition, a new electronic commerce mode, C2B pre-sale mode, is becoming increasingly popular. C2B pre-sale mode can help businesses more accurately match supply and demand, and reduce inventory and stock shortage costs. It also enables consumers to obtain quality goods at lower prices. However, in order to successfully implement the C2B pre-sale model, merchants must obtain a large number of consumer orders in a short period of time, otherwise it will be difficult to reflect its advantages. Therefore, how to stimulate consumers to participate in the C2B pre-sale model enthusiasm, improve their pre-purchase willingness, has become a related platform and businesses must face and urgent problems. To solve this problem, this study collected the emotional and cognitive responses of 232 consumers in 12 different presale situations and their purchase intention data through a questionnaire survey, and analyzed the external situational factors by using PLS structural equation model. The relationship between emotional and cognitive factors and consumers' willingness to buy provides guidance and advice for relevant platforms and businesses. The main contents and contributions of this study include the following aspects: 1) determine the main factors that affect the consumer's purchase intention under the C2B pre-sale model. Through theoretical analysis and empirical investigation of three domestic C2B presale platforms, this paper determines the main factors that affect consumers' willingness to buy from internal and external aspects, including product types, price discounts, pre-orders and time pressure. The intrinsic factors include activation degree, pleasure degree, perceived value and pre-purchase experience. Taking S-O-R model as the basic frame, this paper constructs and verifies the theoretical model which reflects the forming process of consumer's purchase intention from the angle of internal and external driving. The results of empirical analysis show that, driven by external factors such as price discount, reference group (number of reserved items) and time pressure, the emotional state of consumers will change, thus forming the value perception of the presale activity. Driven by positive emotion and cognition, consumers ultimately have a willingness to buy products for pre-sale. Cognition plays a complete intermediary role in the influence of emotion on purchase intention, and emotion plays a complete intermediary role in the influence of external factors on cognition, which verifies the regulatory role of product type and pre-purchase experience in the process of purchase intention formation. According to the product type and pre-purchase experience, the sample data are segmented, and the differences of path coefficients in the model based on different sample data are tested by multi-group analysis method. The results show that product types have significant regulatory effects on consumers' emotion and cognition, as well as on the influence of emotion and cognitive factors on the purchase intention of consumers by external factors such as price discount. Prepurchase experience only plays a regulatory role in the formation of consumer emotion and cognition. The main innovations of this study are as follows: (1) taking S-O-R model as the basic framework, From the internal and external driving point of view, this paper constructs a more comprehensive theoretical model to explain the formation mechanism of consumers' willingness to buy under the C2B pre-sale model. The intermediary role in the influence of will, It reveals the important influence of "affective factors" on consumers' cognition and purchase intention, which has been neglected by many research institutes.) it fully reveals the regulatory role of product category and pre-purchase experience in the process of purchase intention formation.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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