基于感知价值的大学生网络团购意愿影响因素研究

发布时间：2018-06-14 08:11

本文选题：网络团购 + 感知价值　；参考：《青岛大学》2015年硕士论文

【摘要】：如今互联网成为影响我国经济社会进步的不可或缺因素,中国互联网的发展历程可以由CNNIC的数次调查结果来见证。有咨询机构调查并总结的最新情报表明,八月我国团购各平台交易总值达36.9亿元,该数据比当年七月份提升了22.02%,较前一年八月提升了74.97%。高校大学生作为特定消费者群体,一方面文化涵养和认知素质较高,另一方面充满活力和开拓进取精神,他们勇于学习和掌握那些新奇的工具及方法,而且有较强的购买欲望和一定的消费能力。中国政府专门负责网络数据统计与分析的机构针对2013年的数据显示,在通过互联网平台团购的参与者中,高校大学生的比例超过了四分之一。无疑高校大学生是团购顾客中举足轻重的关键性力量。固然围绕顾客参与互联网团购的相关研究很多,然而基于感知价值对顾客参与互联网团购的决策因素研究相对较少。在这个研究领域内,有关于研究高校大学生这个特殊群体参与网络团购的影响因素的研究更是有限。本文以感知价值为基础,对高校大学生互联网团购影响因素进行探究,希望填补此漏洞,从而为以后的研究提供参考价值。针对问卷调查的结果主要使用spass17软件进行统计和探究,得出以下结论:高校大学生顾客群体参加互联网团购的倾向和意愿和感知利益成正相关;高校大学生消费群体参与互联网团购的倾向和意愿与感知到的风险呈负相关。本论文对顾客感知利益的划分包括价格优惠、情感价值和社会价值三个变量,将高校大学生的感知风险分为经济、功能、社会和服务四个方面。本文所得到的回归分析的结果可以表明,从感知利益的三个角度来看,高校大学生群体的情感价值对其参与网络团购的倾向的作用最高,其次为价格优惠,而社会价值对高校大学生参与互联网团购的决策影响作用最小。感知风险的提高对高校大学生选择互联网为中介平台进行团购的倾向产生负面作用,高校大学生群体感知到的风险更小,他们进行互联网团购的欲望就更强烈。这就要求网络团购的平台和商家要在保证质量的同时要结合高校大学生群体的独特需求,给学生提供卖价相对优惠的商品以及更大力度的折扣。
[Abstract]:Now the Internet has become an indispensable factor affecting the economic and social progress of our country. The development of China's Internet can be witnessed by the results of several CNNIC surveys. The latest information, which has been investigated and summarized by the advisory body, shows that the total transaction value of China's group buying platforms reached 3 billion 690 million yuan in August, and the data were 22.02% higher than that in July, compared with that of the same year. In August, 74.97%. university students were promoted as specific consumer groups. On the one hand, cultural conservation and cognitive quality were high, on the other hand, they were full of vitality and enterprising spirit. They were brave to learn and master those new tools and methods, and have strong desire to buy and a certain amount of consumption. The Chinese government is specially negative. The data statistics and analysis of responsibility network data and analysis in 2013 shows that the proportion of college students in the group buying through the Internet platform is more than 1/4. No doubt college students are the key and key force of the group buying customers. In this research field, the research on the influencing factors of College Students' participation in the online group purchase is limited. This paper, based on the perceived value, explores the influence factors of College Students' Internet group purchase. We hope to fill this loophole, so as to provide reference value for future research. The results of the questionnaire survey mainly use spass17 software to make statistics and inquiry, and draw the following conclusions: the tendency and willingness of College Students' customer groups to participate in the Internet group purchase are closely related to the interest of the college students, and the consumer groups of college students participate in the Internet group. The tendency and willingness of purchase is negatively related to perceived risk. This paper divides customer perceived benefits into three variables: price preference, emotional value and social value. The perceived risk of college students is divided into four aspects: economic, functional, social and service. From the three point of view, the emotional value of College Students' group has the highest role in the tendency to participate in the network group purchase, followed by the price preference, while the social value has the least influence on the decision making of college students participating in the Internet group purchase. The negative effect of the tendency is that the risk of college student group is smaller, and the desire for Internet group purchase is stronger. This requires the platform and business of the online group buying to combine the unique needs of the college students with the quality of the college, and give the students a relatively favorable price for the sale of the goods and the greater strength. Discount.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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