基于O2O模式消费者购买决策模型的产品营销策略研究

发布时间：2018-04-02 01:24

本文选题：O2O　切入点：消费者购买决策模型　出处：《武汉理工大学》2015年硕士论文

【摘要】：“互联网+”是互联网发展新形态下的创新模式,是知识社会创新推动下的互联网形态演进。伴随知识社会的来临,驱动当今社会变革的不仅仅是无所不在的网络,还有无所不在的数据和知识。“互联网+”代表一种新的经济形态,即充分发挥互联网在生产要素配置中的优化和集成作用,将互联网的创新成果深度融合于社会经济各领域之中。O2O模式正是“互联网+”的典型发展模式。O2O(Online to Offline)就是把互联网线上的消费者带到现实的实体商店中去——通过在线支付购买线下服务,再到线下实体店中去享受产品或服务。近年来,随着智能终端的普及,本地生活市场的扩大,O2O逐渐向本地商务、生活服务、LBS等方面发展,各行业加速转变商业模式,包括餐饮、服装、百货、便利店、打车、电影、旅行、生鲜等,为消费者带来更便捷的生活。在O2O模式下消费者的消费行为、商家的营销策略必将随之改变,但是产品依然是消费的核心。因此,本文的目的即在于研究O2O模式下,企业如何改变产品营销策略,为消费者带来更好的购物体验,提高线上向线下的转化率和消费者的品牌粘度。在国内外学者对消费者购买决策模型、整体网络产品及技术接受模型的基础上,结合O2O模式下我国消费者的购买行为特点,分别从整体网络产品的主体产品、信息产品和产品平台对感知度和购买意愿的影响分析,构建O2O模式下消费者购买决策模型。通过参考国内外学者对主体产品、信息产品和产品平台、感知度、购买意愿变量的测量量表,开发出符合本研究的测量量表,并提出假设。通过问卷调查,运用SPSS19.0统计软件对问卷数据进行分析,包括对样本的人口特征和各变量进行描述性分析,对问卷内部一致性进行信度分析,对问卷效度进行探索型因子分析,对假设通过相关和回归分析进行验证,并对验证结果进行讨论,针对性得提出整体网络产品的产品营销策略。本文的创新点在于结合O2O模式下产品的特点,构建了三层次整体网络产品模型和整体网络产品购买决策模型,并在此基础上,提出整体网络产品的产品营销策略,为企业转型提供参考性建议。
[Abstract]:"Internet" is the innovation mode under the new form of Internet development and the evolution of Internet form driven by innovation in knowledge society. With the advent of knowledge society, it is not only the ubiquitous network that drives the transformation of today's society. There is also ubiquitous data and knowledge. The "Internet" represents a new form of economy, that is, to give full play to the role of the Internet in the optimization and integration of the allocation of factors of production, Integrating the innovative achievements of the Internet deeply into the social and economic fields. O2O model is the typical development model of the Internet. O2OOnline to offline is to bring the consumers on the Internet to the real physical stores. Online payment for offline services, In recent years, with the popularity of intelligent terminals, the expansion of the local living market has gradually moved to local business, life services, LBS, and other aspects. Various industries have accelerated the transformation of business models, including catering, and so on. Clothing, department stores, convenience stores, taxi, movies, travel, fresh and so on, for consumers to bring a more convenient life. But the product is still the core of consumption. Therefore, the purpose of this paper is to study how to change the marketing strategy of product under the O _ 2O model and bring consumers a better shopping experience. On the basis of the domestic and foreign scholars' model of consumer purchase decision, the overall network product and technology acceptance model, combined with the O2O model, the characteristics of Chinese consumers' purchase behavior are combined. Based on the analysis of the influence of the main product, information product and product platform of the whole network product on perception and purchase intention, this paper constructs the consumer purchase decision model under the O2O model. Information products and product platforms, perception, willingness to buy variables measurement scale, developed in accordance with this study, and proposed hypotheses. Through the questionnaire survey, the use of SPSS19.0 statistical software to analyze the questionnaire data, It includes descriptive analysis of population characteristics and variables, reliability analysis of internal consistency, exploratory factor analysis of questionnaire validity, validation of hypothesis through correlation and regression analysis. The product marketing strategy of the whole network product is put forward. The innovation of this paper is to combine the characteristics of the product under the O _ 2O mode. On the basis of the three-level overall network product model and the overall network product purchase decision model, the paper puts forward the product marketing strategy of the whole network product, and provides the reference suggestions for the enterprise transformation.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.36

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