基于APP的消费者餐饮类团购参与意愿影响因素研究

发布时间：2018-05-22 07:42

本文选题：餐饮类团购 + 团购APP　；参考：《中南林业科技大学》2017年硕士论文

【摘要】：团购在我国已经走过了 7年,这个行业发展到现在问题与机会并存。首先是发展速度,在经过最初几年的高速增长后,这2年速度开始放缓,而且由于盈利越来越困难,团购企业的日常运营出了很多问题。而且由于团购对商家的吸引力下降,佣金提高,许多商家开始逃离团购平台。餐饮作为团购平台最重要的业务,由于平台对餐饮业务的补贴降低,餐饮优惠力度减小,消费者的团购积极性已经不像前几年那样了,因此如何提高消费者参与餐饮团购的意愿是商家和团购平台的关注重点。另一方面,随着我国手机网民的快速增加,人们的互联网水平不断提高,我国开始进入移动时代,手机已经成为陪伴人们时间最长的东西,而且团购的交易量已经逐渐从PC端转移到移动端,PC端的占比已经非常小。因此针对团购APP的营销将成为团购平台和餐饮商家的焦点,基于先进的技术为消费者提供更好的服务,转变以前依靠现金补贴吸引消费者的方式。本文首先回顾了与网络团购、APP营销和消费者参与意愿相关的国内外研究,提出本研究的理论意义与现实意义。然后陈述了本文的理论基础,包括APP营销、AISAS模型和顾客参与。接着分析了我国团购行业目前的现状,包括我国团购行业的三个发展阶段,目前主要的2家团购网站新美大和百度糯米的发展现状,团购网站中餐饮品类的现状,以及APP营销的现状。其次,结合相关的营销理论,分析消费者参与意愿影响因素,通过前人的研究和本人的假设分析,基于TAM模型建立了消费者参与意愿影响因素研究模型。再次将调查问卷收集到的数据运用SPSS21.0进行统计分析,通过信度和效度分析来验证调查问卷的内容,通过相关分析探讨变量之间的相关关系,从而确定基于APP的消费者餐饮类团购参与意愿影响因素,通过多元回归分析确定各个变量之间的影响强弱。最后得出个人因素、感知易用性和商家因素对消费者的参与意愿影响最强,通过对这些因素的分析,为餐饮类团购的进一步发展提供策略和建议,促进我国餐饮020的发展和进步。
[Abstract]:Group purchase in China has been through 7 years, this industry has developed to the present problems and opportunities coexist. The first is the speed of development, after the first few years of rapid growth, the pace of these two years began to slow down, and because of the growing difficulty in profitability, the daily operation of group buying companies has a lot of problems. And because group buying is less attractive to merchants, commission increases, many businesses begin to flee group buying platform. As the most important business of the group buying platform, because of the reduction of the subsidy to the catering business and the decrease of the preferential intensity of the catering service, the enthusiasm of consumers for group buying is no longer the same as in previous years. Therefore, how to improve the willingness of consumers to participate in catering group purchase is the focus of attention of merchants and group buying platform. On the other hand, with the rapid increase of mobile phone users in our country and the continuous improvement of people's Internet level, our country has begun to enter the mobile era, mobile phones have become the longest thing to accompany people. And the trading volume of group buying has gradually shifted from PC to mobile PC, the proportion of PC has been very small. Therefore, marketing for group purchase APP will become the focus of group purchase platform and catering business, based on advanced technology to provide better services for consumers, changing the way of relying on cash subsidies to attract consumers. Firstly, this paper reviews the domestic and foreign studies related to the marketing of online group-buying app and the willingness of consumers to participate, and puts forward the theoretical and practical significance of this study. Then the theoretical basis of this paper, including APP marketing and marketing AISAS model and customer participation. Then it analyzes the current situation of the group purchase industry in China, including the three stages of development of the group purchase industry in China, the current development status of the two main group-buying websites, Meituan-Dianping and Baidu glutinous rice, and the status quo of the catering category in the group purchase website. And APP marketing status quo. Secondly, combined with the relevant marketing theory, this paper analyzes the influencing factors of consumers' willingness to participate, through the previous research and my hypothetical analysis, based on the TAM model to establish the research model of the factors of consumer participation willingness. Thirdly, the data collected from the questionnaire are analyzed by SPSS21.0, the reliability and validity of the questionnaire are analyzed to verify the contents of the questionnaire, and the correlation between variables is discussed by correlation analysis. In order to determine the influence factors of consumers' group purchase willingness based on APP, and determine the influence of each variable by multiple regression analysis. Finally, the author draws the conclusion that personal factors, perceived usability and business factors have the strongest influence on consumers' willingness to participate. Through the analysis of these factors, it provides strategies and suggestions for the further development of catering group purchase. Promote the development and progress of Chinese catering 020.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3;F713.55

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