动态团购模式下的消费者行为研究：观察学习视角

发布时间：2018-01-13 07:47

本文关键词：动态团购模式下的消费者行为研究：观察学习视角　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：在电子商务不断普及的时代背景下,网购已经成为消费者日常消费中重要的一部分。这种需求也导致了多种多样的网购形式的形成。因此,对不同的网购形式下消费者行为的研究和探索是非常有必要的。自2010年开始,网络团购作为一种新型的网络购物模式在中国出现,并快速兴起。然而,与网络购物市场良好的市场前景相比,团购网站自2011年下半年起出现大批亏损,行业形势非常严峻。因此,怎样在巨大的市场规模中取得成功,是各团购网站时刻在思考的问题。在以往的研究中,许多学者或从团购网站角度出发,或从消费者角度出发,建立了多种网络购物情境下的消费者行为理论。文献显示,社会学习理论已经广泛应用于这个领域。而在我们所关注的动态团购模式,社会影响因素,尤其是观察学习效应如何通过已参团人数来影响消费者的决策,仍然有待补充研究。因此,我们希望通过对国内大型团购网站的交易数据的分析,结合动态团购因素、观察学习因素、商家因素、消费者个人因素以及产品相关因素等建立合适的模型,对消费者的行为规律进行了研究,为团购网站的改革和模式创新提供了一定的理论依据。因此,我们使用了MetaStudio对天猫预售的商品数据进行采集,并经过一定的转换后,使用STATA12.0进行了面板数据分析。研究结果表明：1.消费者在面对不同类型的产品时(搜索型和体验型),表现出不同的决策行为和规律。2.动态团购情境下,产品折扣力度大小对新增参团人数的影响十分复杂。3.动态人数阈值只在产品类型是体验型时对消费者的参团行为有显著影响。4.观察学习效应对消费者购买行为存在影响,这主要表现为历史销量对新增参团人数的增加的显著正向作用。5.研究中还发现了价格折扣和消费者网购经验等级对观察学习效应的调节作用。6.我们还对时间因素进行了讨论。一方面,我们发现消费者每天的网购行为规律,即9～15点、21～24点之间是购物高峰期。另一方面,动态团购有明显的开始效应和结束效应。
[Abstract]:In the growing popularity of e-commerce era, online shopping has become an important part of the daily consumption of consumers. This demand also led to a variety of online shopping form. Therefore, the research and Exploration on consumer behavior of different forms of online shopping is very necessary.
Since the beginning of 2010, the network group purchase as a new mode of online shopping in Chinese, and rapid rise. However, compared with the online shopping market is a good market prospect, group purchase website since the second half of 2011 the emergence of a large number of losses, the industry situation is very serious. Therefore, how to succeed in the huge market size, is the at the moment group purchase website thought.
In previous studies, many scholars from the perspective of group purchase website or perspective, or from the consumer point of view, set up the theory of consumer behavior of various online shopping context. Literature shows that social learning theory has been widely used in this field. And we focus our attention on the dynamic group purchase mode, social factors, especially the observation the learning effect how to influence consumer decisions by number of people, still needs additional study. Therefore, we hope that through the analysis of the transaction data of domestic large group purchase website, combined with the dynamic observation group purchase factors, learning factors, business factors, the establishment of a suitable model of consumer personal factors and product related factors on consumer behavior. The study provides a theoretical basis for the reform and innovation of the mode group purchase website.
Therefore, we use the MetaStudio of Tmall pre-sale of commercial data collection, and after a certain conversion, using STATA12.0 panel data analysis. The results showed that: 1. of consumers in the face of different types of products (search and experience), showed different decision-making behavior and the rule of the.2. dynamic group purchase situation effect of the size of the product, the discount offered number new complex number.3. dynamic threshold is only in the type of product is offered on the consumer experience type significantly affected.4. observation learning effect has influence on the purchasing behavior of consumers, this is mainly on the increase of.5. significantly positive effect on the number of offered new historical sales in the study found effect of price discount and consumer online shopping experience level to observe the regulatory effect of.6. on our time factors are discussed. In terms of consumer behavior, we find that the rule of online shopping behavior is 9~15 points: the 21~24 point is the peak shopping period. On the other hand, dynamic group buying has obvious beginning and ending effects.

【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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