餐饮类产品网络团购成交额影响因素研究

发布时间：2018-06-27 16:33

本文选题：网络团购 + 餐饮类产品　；参考：《西南交通大学》2012年硕士论文

【摘要】：网络团购作为一种新型的电子商务模式,自从美国传入中国后就受到中国企业和消费者的追捧。餐饮类网络团购的迅速发展,引起了商界和学界的广泛关注。网络团购的产品基本可以分为实物类产品和服务类产品。过去人们在研究网络购物时,常常把目光关注于有形的实物产品的消费者行为的研究,而对于服务类产品的研究较少。由于网络团购服务类产品的需要在线上交易、线下接受服务,服务类产品的网络团购有别于有形产品的的网络团购,因此关于服务类产品网络团购影响因素的研究显得十分必要。本文以餐饮类产品网络团购为例,对此展开研究。本文在梳理了过去关于服务类产品网络团购的研究的基础之上,经过逻辑分析和整合,建立起本文的研究模型。本文将以窝窝团2011年成都、重庆、武汉、长沙四个站点全年餐饮类产品的网络团购为样本,利用SPSS16.0统计软件进行实证分析,研究价格因素、便利性因素、品质性因素、安全性因素、地区收入水平、产品价值属性等因素对网络团购成交额的影响。本文的主要工作或贡献为：首先,本文从“产品特征”的角度对消费者购买行为的影响因素进行探索性研究,与以往从消费者购买意愿、动机研究消费者行为的研究相比,属于互补性研究。本文的因变量——网络团购成交额数据,是消费者购买行为的真实而直接的反映,与对消费者购买意愿的测度相比,主观性更低。从而拓展了网络团购消费者行为分析的内容。其次,通过对网络团购的产品的价值进一步分类,直接研究产品的价值高低不同对消费者购买行为的影响,得出一些有价值的结论。与此同时,本文还指出了目前网络团购餐饮类产品中存在的问题并给出了相应的建议,以期能为企业、商家和网站开展网络团购、提升销售额提供一些参考和借鉴。
[Abstract]:As a new e-commerce mode, internet group purchase has been popular with Chinese enterprises and consumers since it was introduced into China. The rapid development of catering network group purchase has aroused the widespread concern of the business and academic circles. The products of network group purchase can be divided into physical products and service products. In the past, when people studied online shopping, they often focused on the study of consumer behavior of tangible physical products, but less on service products. Because of the need for online trading and offline service, the online group purchase of service products is different from the online group purchase of tangible products. Therefore, it is necessary to study the influencing factors of service product network group purchase. This article takes the dining product network group purchase as an example, launches the research to this. On the basis of combing the past researches on the network group purchase of service products, this paper establishes the research model of this paper through logical analysis and integration. In this paper, the online group purchase of catering products in Chengdu, Chongqing, Wuhan and Changsha in 2011 will be taken as a sample, and the statistical software SPSS 16.0 will be used to analyze the price factor, convenience factor, quality factor, etc. Security factors, regional income level, product value attributes and other factors on the turnover of online group buying. The main work and contributions of this paper are as follows: firstly, this paper makes an exploratory study on the influencing factors of consumer purchasing behavior from the point of view of "product characteristics", and compares with the previous purchase intention of consumers. Compared with the study of consumer behavior, motivation is a complementary study. The dependent variable of this paper, the turnover data of online group purchase, is a true and direct reflection of the consumer's buying behavior, which is less subjective than the measurement of consumers' willingness to buy. Thus expanding the content of online group buying consumer behavior analysis. Secondly, through the further classification of the value of the products purchased through the network, the paper directly studies the influence of the value of the products on the consumers' purchase behavior, and draws some valuable conclusions. At the same time, this paper also points out the problems existing in the online group buying catering products and gives corresponding suggestions, in order to provide some reference and reference for enterprises, merchants and websites to carry out online group purchases and enhance sales volume.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F719

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