餐饮类网络团购消费者购买偏好研究

发布时间：2018-04-15 15:06

本文选题：餐饮团购 + 联合分析　；参考：《河南工业大学》2017年硕士论文

【摘要】：中国国内网络团购行业自出现至今一直保持快速增长态势,受到各行各业的商家和消费者的关注,发展十分迅速。目前已经逐步渗透到了餐饮服务,旅游,休闲服务等领域,其中餐饮应用的最为广泛。由于商家以及团购网站对于消费者的偏好了解不多,所以类似提供产品和服务同质化,商家一味依靠价格吸引消费者甚至不惜牺牲产品以及服务质量的现象还时有发生。因此为了更好的了解消费者对于餐饮团购的消费偏好,本文借助联合分析法来进行消费者的餐饮团购偏好研究,设计两次调研,首先通过实施第一次调研,确定影响餐饮团购网络消费者购买的偏好属性,并确定结合相关研究文献以及访谈确定餐饮团购的属性水平,从调研结果中抽取5个属性进行正交设计模拟25组市场产品的轮廓,构建全轮廓联合分析模型。并以全轮廓联合分析模型为依据设计进行第二次调研,并对结果进行联合分析,另外还进行拟合检验,显示模型的拟合精度较高并结合联合分析的结果,挖掘消费者对于餐饮团购产品不同属性以及不同产品组合的偏好的原因以及线索,最后利用SPSS语法编辑器对于不同的模拟产品进行市场占有率模拟,计算出相应模拟产品的市场占有率。在分析结果的基础上得到如下一些结论:餐饮类网络团购,价格和好评率对于消费者的购买影响最大,值得商家重点关注,同时根据市场占有率预测结果可以看出高好评率的产品的市场占有率并不逊色于低价格产品,由此得到网络消费者的消费已经趋于理性的判断,也说明提高产品的好评率对于企业销售有较好的正面促进作用。
[Abstract]:China's domestic online group buying industry has been maintaining a rapid growth trend since its emergence, and has attracted the attention of businesses and consumers in various industries, and has developed very rapidly.At present, catering services, tourism, leisure services and other fields have been gradually infiltrated, among which catering is the most widely used.Because merchants and group-buying websites do not know much about consumers' preferences, the phenomenon of businesses relying on prices to attract consumers and even sacrifice the quality of products and services occurs from time to time.Therefore, in order to better understand consumers' consumption preference for food and beverage group purchase, this paper carries on the research of consumers' food group purchase preference with the aid of joint analysis, and designs two surveys. First, through the implementation of the first survey,Determine the preference attributes that affect the online purchasing of food and beverage group purchase, and determine the attribute level of food and beverage group purchase in combination with relevant research literature and interviews.Five attributes were extracted from the survey results to simulate 25 groups of market product contours by orthogonal design, and a combined analysis model of full profile was constructed.According to the design of the full contour joint analysis model, the second investigation is carried out, and the results are analyzed jointly. In addition, the fitting test is carried out, which shows that the fitting accuracy of the model is high and the results of the joint analysis are combined.The reasons and clues of consumers' preference for different attributes and combinations of catering group purchase products are explored. Finally, the market share of different simulated products is simulated by using the SPSS grammar editor.Calculate the market share of the corresponding analog products.On the basis of the analysis results, the following conclusions are obtained: catering online group buying, price and high praise rate have the greatest impact on consumers' purchases, and deserve the attention of merchants.At the same time, according to the forecast results of market share, we can see that the market share of products with high praise rate is no less than that of low-price products, which leads to the rational judgment that the consumption of online consumers has tended to be rational.It also shows that improving the favorable rate of products for corporate sales has a good positive role.
【学位授予单位】：河南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6;F719.3

【参考文献】