基于网购心理成本的网络渠道与传统渠道价格差异分析

发布时间：2018-06-17 17:17

本文选题：网购心理成本 + 价格差异　；参考：《东华大学》2015年硕士论文

【摘要】：中国电子商务因技术的革新而步入移动互联网时代，伴随而来的是新的商业模式和新的消费者行为特征。本文认为企业需要洞悉消费者心理，并据此制定价格策略才能实现网络渠道与传统渠道的协同效应，从而在新的市场环境中不断提高品牌竞争力。一方面，在前人研究的基础上，本文提出了消费者网购心理成本的概念，建立起基于网购心理成本的需求模型，讨论了商品在网络渠道与传统渠道的价格差异与网购心理成本的三种不同关系，对企业开展电子商务业务前后利润变化的影响。从而以心理成本为解释变量，对企业进入电子商务市场却不能获益的现象提出理论说明，提示了重视网购心理成本对企业的意义，并且给出了两个渠道之间价格差异的合理范围和理论最优值。另一方面，在前人研究的基础上，本文归纳了影响消费者网购心理成本的主要因素，并通过实证检验的方法，证实了这些心理因素对网络渠道与传统渠道价格差异的影响关系，从而不仅反映了消费者网购心理成本存在的客观性，提供了网购心理成本影响价格差异形成的有力论据，并且通过影响因素对网购心理成本进行了更加深入的探究。基于以上两个方面，，本文为即将、或已经开展电子商务业务的企业提出了一些参考建议。首先，企业在进入电子商务市场前应进行审慎思考，应对所售商品、所处电子商务环境对消费者的心理影响进行全面梳理，找寻降低网购心理成本的有效路径，为获得盈利和利润增长争取空间。其次，企业应针对网购心理成本而制定一个合理的价差，在两个渠道互为补充中增强实体店的“体验店”功能、发挥电子商务手段的优势，以开拓新市场和提高运营效率两方面着手，走一条结合自身实际的转型之路。同时，在研究的过程中，本文还提出了对网络购物行为、电子商务成熟度的新见解，对商品非数字属性的理论扩充，对实证检验模型中心理因子赋值方法的创新。
[Abstract]:E-commerce in China has entered the era of mobile Internet due to technological innovation, accompanied by a new business model and new characteristics of consumer behavior. This paper holds that enterprises need insight into consumers' psychology and make price strategies to realize the synergistic effect between network channels and traditional channels so as to improve brand competitiveness in the new market environment. On the one hand, on the basis of previous studies, this paper puts forward the concept of psychological cost of consumer online shopping, and establishes a demand model based on psychological cost of online purchase. This paper discusses three different relationships between the price difference of commodity in the network channel and the traditional channel and the psychological cost of online purchase, and the influence on the profit change before and after the enterprise carries out e-commerce business. Therefore, taking psychological cost as the explanatory variable, this paper puts forward a theoretical explanation of the phenomenon that an enterprise can not benefit from entering the e-commerce market, which indicates the significance of paying attention to the psychological cost of online shopping to the enterprise. The reasonable range and theoretical optimum value of the price difference between the two channels are given. On the other hand, on the basis of previous studies, this paper sums up the main factors that affect the psychological cost of consumers' online shopping, and proves the influence of these psychological factors on the price difference between the network channel and the traditional channel by the method of empirical test. It not only reflects the objectivity of consumers' psychological cost of online shopping, but also provides a powerful argument that the psychological cost of online shopping affects the price difference, and makes a deeper exploration of the psychological cost of online shopping through influencing factors. Based on the above two aspects, this paper puts forward some reference suggestions for the enterprises that are about to, or have carried out e-business. First of all, enterprises should think carefully before entering the electronic commerce market, should deal with the goods sold and the psychological influence of the electronic commerce environment on consumers, and find the effective way to reduce the psychological cost of online shopping. Gain room for profit and profit growth. Secondly, the enterprise should make a reasonable price difference according to the psychological cost of online shopping, strengthen the "experience store" function of the physical store in the two channels to complement each other, and give play to the advantage of the means of electronic commerce. In order to open up new market and improve the operation efficiency, we should take the road of transformation combining with our own reality. At the same time, in the process of research, this paper also puts forward a new view on the behavior of online shopping, the maturity of e-commerce, the expansion of the theory of non-digital attributes of commodities, and the innovation of the evaluation method of psychological factors in the empirical test model.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

【参考文献】