餐饮行业O2O网络消费者购买意愿影响研究

发布时间：2018-06-03 22:30

本文选题：餐饮行业 + O2O　；参考：《合肥工业大学》2015年硕士论文

【摘要】：当前电子商务已经被大众广泛接受和使用,电子商务模式也随着技术以及理念的进步而产生改变。020电子商务模式正是近年被高度关注的将线上网络平台同线下实体商家紧密结合的新型电子商务模式。近年来020模式的餐饮企业不断涌现,导致这个新兴市场也将面临激烈竞争,而消费者购买意愿是企业占领市场的关键。本文将从感知价值角度研究020餐饮网络平台消费者的购买意愿影响因素,探究感知价值前因有哪些?感知价值维度如何划分?以及它们同网络消费者购买意愿之间具有何种关系?本文首先综合以往国内外的相关研究,对研究中的概念进行界定,归纳总结020电子商务模式、消费者感知价值和网络购买意愿的国内外文献。然后,基于感知价值和网络消费者购买意愿的相关理论阐述研究模型的构建思路,并提出四个感知价值的前因、四个感知价值维度、网络消费者购买意愿构成的研究模型和研究假设。再后,根据研究模型中的变量,参考以往学者的成熟的测量量表设计调查问卷,并进行问卷的预调研对问卷题项进行优化,形成正式调查问卷。最后,对数据进行信度、效度检验和相关性分析,探讨数据分析结果得出研究结论。
[Abstract]:At present, electronic commerce has been widely accepted and used by the public. E-commerce mode has also changed with the development of technology and concept. The E-commerce model is a new E-commerce model which is closely combined online network platform with offline entity business in recent years. In recent years, 020 catering enterprises have been emerging, resulting in this emerging market will also face fierce competition, and consumer purchase willingness is the key to occupy the market. From the perspective of perceived value, this paper will study the influence factors of consumers' willingness to buy on the 020 food and beverage network platform, and explore the reasons before perceived value. How to divide the perceived value dimension? And how do they relate to consumers' willingness to buy online? This paper first synthesizes the previous domestic and foreign related research, defines the concept in the research, summarizes the domestic and foreign literature of 020 electronic commerce model, consumer perceived value and network purchase intention. Then, based on the related theories of perceived value and consumers' willingness to buy on the Internet, this paper expounds the idea of constructing the research model, and puts forward four antecedents and four dimensions of perceived value. The research model and hypothesis of online consumers' willingness to buy. After that, according to the variables in the research model and referring to the mature measurement scale of previous scholars, the questionnaire was designed, and the questionnaire items were optimized by pre-survey to form the formal questionnaire. Finally, the reliability, validity test and correlation analysis of the data are carried out, and the results of the data analysis are discussed.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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