基于大数据的网络商品推荐信息对消费者购买行为影响的实证研究

发布时间：2018-01-23 04:29

本文关键词： 大数据推荐商品购买意图购买行为　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网、物联网的兴起,使得网络营销得以快速发展。作为人们日常生活中不可或缺的一部分,网络购物改变了人们传统的购物模式。进行网络购物之前,消费者必然要全面了解商品,因此,商品信息在消费者实际购买过程中发挥着重要作用。然而,随着电子商务的不断发展,商品信息量快速增加,海量的商品信息给消费者的购买决策带来了巨大的困扰。与此同时,由于生活水平的不断提高,消费者挑选商品时,已经不仅仅关注其实用性,对异质性需求也进一步加大。如何帮助消费者从种类繁多的网络商品中挑选出满意的、个性化的商品,显得尤为重要。“大数据”时代,网络用户无时无刻不在生产数据,电子商务企业在复杂的大数据环境中高效搜索、抓取、分析、处理有价值的数据,根据消费者的浏览记录、购买记录等历史信息,准确地判定消费者的需求、兴趣与爱好,确保为消费者精准的推送个性化商品。本研究的创新点在于以大数据时代为研究背景对消费者的购买行为进行实证研究,具有较强的实践价值。本研究立足于消费者的角度,分析在“大数据”的时代背景下,网络推荐商品的排名、口碑数量以及口碑传播方向对消费者购买行为产生的影响。利用网络调查平台发布问卷,共回收到255份有效问卷。通过对调查问卷的统计、分析,证实了网络推荐商品的排名、口碑数量、口碑传播方向均显著正向影响消费者购买意图,消费者购买意图显著正向显著影响消费者购买行为。网络推荐商品的排名、口碑传播方向对消费者购买意图的影响中,产品卷入度起到了显著正向调节作用,口碑数量对消费者购买意图的影响中产品卷入度起到了显著负向调节作用。研究结论为电子商务企业、购物网站制定富有竞争力的营销策略、进行科学的管理提供借鉴。
[Abstract]:The Internet, the rise of the Internet of things, the network marketing is developing rapidly. As an indispensable part of people's daily life, online shopping changed the traditional mode of shopping. Before online shopping, consumers will have to fully understand the products, therefore, plays an important role in the process of the actual purchase of commodity information consumers. However, with the the continuous development of e-commerce, the rapid increase in the amount of information goods, mass merchandise information has brought great distress to the consumer's purchase decision. At the same time, because the life level unceasing enhancement, consumers in the selection of goods, has not only concern the practicability, also further increase the heterogeneity of demand. How to help consumers from different kinds of network goods selected satisfactory, personalized products, is particularly important. The big data era, network users not every hour and moment In the production data, efficient search, e-commerce enterprises in the big data environment in the complex capture, analysis, processing of valuable data, according to consumer browsing records, purchase records and other historical information, and accurately determine the consumers' needs, interests and hobbies, to push personalized merchandise for consumers. This research is accurate the innovation lies in the era of big data as the research background of empirical research on consumer purchase behavior, has a strong practical value. This research is based on the consumer's point of view, in the analysis of "big data" background, network recommendation ranking, influence word-of-mouth quantity and reputation propagation direction of consumer purchase behavior the online survey platform released. Questionnaire, 255 valid questionnaires were recovered. Through statistical analysis of the questionnaire, confirmed the ranking network recommendation, the number of word of mouth, The propagation direction of reputation are significant positive impact on consumer purchase intentions and consumer purchase intention positively influence consumer buying behavior. Network recommendation ranking, the propagation direction of reputation and purchase intentions of consumers, product involvement plays a positive regulatory role, the number of word-of-mouth on consumer purchase intention influence product involvement plays a significant negative role. The conclusion of the study for e-commerce enterprises, establish the competitive marketing strategy of shopping sites, scientific management to provide reference.

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

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