限制性促销对顾客网购行为的影响研究
发布时间：2018-10-19 19:41
【摘要】：在这个信息发达的年代,虽然市场上的产品种类越来越多,但企业想要消费者从产品或服务中获得满足感和稀缺感却越来越不容易了。一方面是因为信息发达,消费者很容易就能了解新发布的产品或服务;另一方面是由于经济的快速发展,消费者的物质生活水平已大幅度提高。在这种情况下,消费者越来越难以被产品或服务吸引了,各类企业都在通过不同的促销活动来引起消费者的兴趣,随之而来的是一些限制性促销越来越被企业重视。那么,不同的限制策略不同的限制力度会对顾客网购行为会产生怎样的影响呢?现有文献中大多数是研究促销策略对顾客感知价值的影响,对于近些年比较流行的网络限制性促销研究比较少。本研究通过问卷调查来收集所需的数据,利用统计学软件IBM SPSS20.0通过方差分析、相关分析、线性回归分析等多种方法对所收集的数据进行研究。使用定量分析以及定性分析相结合的研究方式,基于S-O-R过程模型,首先探究在网络限制性促销中,不同限制策略以及不同的限制力度对顾客网购行为的影响;其次探究了产品类型在限制性促销对顾客网购行为影响中的调节作用;最后探究了顾客感知价值在限制性促销对顾客网购行为影响中的中介作用。得到以下结论:1、不同的时间(数量)限制力度下,顾客发生网购行为的可能性是不同的,当时间(数量)限制力度越大,顾客发生网购行为的可能性越大;2、限时力度影响顾客网购行为时,产品类型起着一定的调节作用,且当产品可评估性较高(VS.较低)时,更能促进限时力度对顾客网购行为的影响;限制类型影响顾客网购行为时,产品类型起着一定的调节作用,且当产品可评估性较高(VS.较低)时,限时促销比限量促销更能促进顾客的网购行为;3、感知价值在限时力度和限量力度对顾客网购行为的影响中是完全中介的。文章不但丰富了限制性促销对顾客网购行为的影响的研究,还有助于帮助企业把握消费者对各类促销购买限制的反应及其原因,对企业营销者如何制定更为有效的限制性促销策略具有重要的启发。
[Abstract]:In this age of information, although there are more and more kinds of products in the market, it is increasingly difficult for enterprises to obtain satisfaction and scarcity from products or services. On the one hand, because of the advanced information, consumers can easily understand the newly released products or services; on the other hand, because of the rapid development of the economy, consumers' material standard of living has been greatly improved. In this case, it is more and more difficult for consumers to be attracted by products or services. All kinds of enterprises are attracting consumers' interest through different promotional activities. So, different restriction strategies and different restrictions will have a different impact on customer online shopping behavior? Most of the existing literature is focused on the impact of promotional strategies on customer perceived value, but few on the more popular online restrictive promotion in recent years. In this study, the data was collected by questionnaire, and the data was studied by the statistical software IBM SPSS20.0 by means of variance analysis, correlation analysis, linear regression analysis and so on. Using quantitative analysis and qualitative analysis, based on the S-O-R process model, this paper first explores the influence of different restriction strategies and different restrictions on customers' online shopping behavior. Secondly, it explores the regulatory role of product types in the influence of restricted promotions on customers' online shopping behavior. Finally, it explores the intermediary role of customer perceived value in the impact of restrictive promotions on customers' online shopping behavior. The conclusions are as follows: 1. Under different time (quantity) restriction, the possibility of customer online shopping behavior is different, when time (quantity) restriction is greater, The more likely customers are to have online shopping behavior; 2, when limited time intensity affects customer online shopping behavior, product type plays a regulating role, and when product evaluability is higher (VS.) When the limit is low, it can promote the influence of the time limit on the customers' online shopping behavior, and when the restriction type affects the customer's online shopping behavior, the product type plays a certain role in regulating the behavior, and when the product is evaluable (VS.) (3) perceived value is completely intermediary in the influence of limited time and limited strength on customers' online shopping behavior. This article not only enriches the research on the influence of restricted sales promotion on customers' online shopping behavior, but also helps enterprises to grasp the reaction of consumers to various kinds of sales promotion and purchase restrictions and the reasons for them. It has important enlightenment to the enterprise marketers how to formulate more effective restrictive promotion strategy.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55
本文编号：2282161
[Abstract]:In this age of information, although there are more and more kinds of products in the market, it is increasingly difficult for enterprises to obtain satisfaction and scarcity from products or services. On the one hand, because of the advanced information, consumers can easily understand the newly released products or services; on the other hand, because of the rapid development of the economy, consumers' material standard of living has been greatly improved. In this case, it is more and more difficult for consumers to be attracted by products or services. All kinds of enterprises are attracting consumers' interest through different promotional activities. So, different restriction strategies and different restrictions will have a different impact on customer online shopping behavior? Most of the existing literature is focused on the impact of promotional strategies on customer perceived value, but few on the more popular online restrictive promotion in recent years. In this study, the data was collected by questionnaire, and the data was studied by the statistical software IBM SPSS20.0 by means of variance analysis, correlation analysis, linear regression analysis and so on. Using quantitative analysis and qualitative analysis, based on the S-O-R process model, this paper first explores the influence of different restriction strategies and different restrictions on customers' online shopping behavior. Secondly, it explores the regulatory role of product types in the influence of restricted promotions on customers' online shopping behavior. Finally, it explores the intermediary role of customer perceived value in the impact of restrictive promotions on customers' online shopping behavior. The conclusions are as follows: 1. Under different time (quantity) restriction, the possibility of customer online shopping behavior is different, when time (quantity) restriction is greater, The more likely customers are to have online shopping behavior; 2, when limited time intensity affects customer online shopping behavior, product type plays a regulating role, and when product evaluability is higher (VS.) When the limit is low, it can promote the influence of the time limit on the customers' online shopping behavior, and when the restriction type affects the customer's online shopping behavior, the product type plays a certain role in regulating the behavior, and when the product is evaluable (VS.) (3) perceived value is completely intermediary in the influence of limited time and limited strength on customers' online shopping behavior. This article not only enriches the research on the influence of restricted sales promotion on customers' online shopping behavior, but also helps enterprises to grasp the reaction of consumers to various kinds of sales promotion and purchase restrictions and the reasons for them. It has important enlightenment to the enterprise marketers how to formulate more effective restrictive promotion strategy.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55
【参考文献】
相关期刊论文 前10条
1 李毅彩;李叶红;;在线促销对消费者冲动性购买行为影响的实证研究[J];商业经济研究;2017年09期
2 李东进;刘建新;;产品稀缺诉求影响消费者购买意愿的双中介模型[J];管理科学;2016年03期
3 张春桃;;顾客感知价值对消费者网购行为影响研究——以大学生群体为例[J];商;2016年01期
4 万君;吴迪;赵宏霞;;在线消费者对主动式推荐团购的接受意愿研究[J];经济经纬;2015年02期
5 万君;代海明;马晓燕;;网络用户对在线客服弹出窗口的心理抗拒与接受意愿分析[J];软科学;2014年10期
6 卢长宝;秦琪霞;林颖莹;;虚假促销中消费者购买决策的认知机制:基于时间压力和过度自信的实证研究[J];南开管理评论;2013年02期
7 王艳萍;程岩;;参考组与时间压力影响下在线消费者对主动式推荐的心理抗拒及接受意愿分析[J];管理评论;2013年02期
8 卢长宝;黄彩凤;;决策双系统理论在促销决策研究中的运用[J];北京工商大学学报(社会科学版);2012年04期
9 王春荣;王光荣;;心理逆反:理论与应用[J];天水师范学院学报;2011年02期
10 王大伟;刘永芳;;归因风格、时间压力对购买决策影响的实验研究[J];心理科学;2008年04期
相关博士学位论文 前1条
1 李刚;顾客感知价值对顾客资产的影响：引入自我效能价值的扩展性研究[D];厦门大学;2008年
相关硕士学位论文 前1条
1 胡珊珊;网络商店促销策略对消费者购买意愿的影响研究[D];江西农业大学;2011年
，本文编号：2282161
本文链接：https://www.wllwen.com/jingjilunwen/xmjj/2282161.html
