基于证据理论的在线消费者备选商品评价研究

发布时间：2018-04-19 16:50

本文选题：证据理论 + 个体消费者　；参考：《电子科技大学》2015年硕士论文

【摘要】：在信息时代,电子商务的进一步繁荣对消费者的冲击无疑是巨大的。从最初的B2B,B2C,C2C,再到O2O的兴起,越来越多的消费者加入在线购物行列,在线购物已经成为一种主流的购物方式。在这种情况下,对消费者在线购物进行研究不管是对在线购物的发展还是商家,都是十分迫切和必要的。从电子商务的兴起开始,国内外的研究者以消费者整个在线购物过程为研究对象,对单个消费者在线购物行为进行了系统、全面的研究。但随着在线购物的流行、大数据的兴起和推荐系统的发展,在线购物过程中的需求识别、信息收集和支付购买阶段面临的问题已经得到了初步解决。而在现实的在线购物中,大部分在线消费者都是先确定备选商品,并将其放入收藏夹或购物车,再进行对比确定最终下单的商品。且随着O2O的兴起,原先只属于线下购买的餐饮、休闲商品也成为在线商品,这使得群体消费者也进入在线购物过程中,之前的研究基本都是针对单个消费者的,对群体在线消费者的研究几乎没有。本文从这一角度出发,重点研究个体消费者和群体消费者在线购物过程中的备选商品评价环节。本文的第一章分析了本文的研究背景,引出本文的研究意义,旨在说明本文的研究有极强的理论意义和实践意义,最后对各章的研究内容进行了简单介绍。第二章主要对在线购物研究、个体消费者在线行为研究、群体消费者在线行为研究和证据理论相关研究进行梳理和综述,得到以往个体消费者在线行为过程中的影响因素,为第三章的研究做好知识准备和理论准备。第三章主要对个体消费者在线行为中的备选商品评价和群体消费者在线行为中的备选商品评价问题进行了描述,并结合证据理论给出了这两类问题的具体解决方法。第四章主要研究了消费者在线购买餐饮、休闲商品过程中如何进行备选商品评价。首先针对消费者在线购买餐饮、休闲商品,结合现有的研究成果设计了描述性调研方案,然后分别求解出了能为个体消费者和群体消费者带来最大效用的备选商品。最后一章是对文章研究内容的总结,并给出后续的研究方向。
[Abstract]:In the information age, the further prosperity of e-commerce is undoubtedly a huge impact on consumers.From the beginning of B2BU B2C2C2C to the rise of O2O, more and more consumers join in the online shopping, online shopping has become a mainstream shopping method.In this case, it is very urgent and necessary to study the online shopping of consumers, whether it is the development of online shopping or merchants.Since the rise of electronic commerce, researchers at home and abroad have made a systematic and comprehensive study on the online shopping behavior of individual consumers, taking the whole online shopping process of consumers as the research object.However, with the popularity of online shopping, the rise of big data and the development of recommendation system, the problems in the process of online shopping, such as identification of requirements, information collection and payment, have been solved preliminarily.In real online shopping, most online consumers first identify the alternatives and put them in their favorites or shopping carts, and then compare and determine the goods that are finally ordered.And with the rise of O2O, previously only offline food and beverage, leisure goods also become online goods, which makes group consumers also enter the online shopping process, the previous research is basically aimed at a single consumer,There has been little research on group online consumers.From this point of view, this paper focuses on the evaluation of individual consumers and group consumers in the process of online shopping.The first chapter of this paper analyzes the background of this paper, leads to the significance of this study, in order to explain that this study has a strong theoretical and practical significance, and at last, the research content of each chapter is briefly introduced.The second chapter mainly reviews the online shopping research, individual consumer online behavior research, group consumer online behavior research and evidence theory related research, get the influence factors in the online behavior process of individual consumer in the past.For the third chapter of the study to prepare for knowledge and theory.The third chapter mainly describes the evaluation of alternative commodities in the online behavior of individual consumers and the evaluation of alternative commodities in the online behavior of group consumers, and gives the concrete solutions to these two kinds of problems with the evidence theory.The fourth chapter mainly studies how to evaluate the alternative commodities in the process of online purchase of food and beverage and leisure goods.Firstly, a descriptive research scheme is designed for consumers to buy catering and leisure goods online, combining with the existing research results, and then the alternative commodities that can bring maximum utility to individual consumers and group consumers are solved respectively.The last chapter is a summary of the content of the article, and gives the direction of future research.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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