基于CHINA-VALS模型的网络团购消费者分群研究

发布时间：2019-06-17 08:16

【摘要】：网络团购作为近年来电子商务的新模式，为消费者提供了一个更加便捷的消费途径。但在其快速发展的同时，，很多问题也随即暴露，引起了社会上学者、媒体的广泛关注。综合来说，同质化竞争、信用缺失、缺乏保障和监管制度是当前团购网站竞争中存在的主要问题。本次研究针对网络团购行业同质化竞争严重这一问题，以网络团购消费者市场为研究对象，试图细分我国网络团购行业的消费人群，为企业突破同质化竞争的瓶颈提供思路。在研究方法上，笔者通过设计并发放基于CHINA-VALS模型测量语句和团购网站吸引因素测量语句为主体的调研问卷，获取消费者的有关信息。在CHINA-VALS模型测量语句部分，笔者选取了28条测量语句，经过因子抽取并归纳后进行了因子命名：广告意识、时尚新潮意识、饮食健康意识、个性成就意识、经济消费意识、新生活意识、随意性意识、家庭生活意识和工作金钱意识。在对有效数据进行以因子分析、聚类分析为主的统计检验后，把我国网络团购消费者分成五类，并结合人口统计学变量、消费者行为特征变量对各类人群尝试进行特征总结和命名：时尚自我族、求进务实族、冲动小康族、勤俭消费族和传统生活族。另外，通过对团购网站吸引因素16条测量语句的因子分析，获得了吸引因素方面的六个因子：基本消费体验、品牌宣传、客服管理、促销手段、个性化服务以及页面设计。为了进一步了解各群体消费者对团购网站的态度，笔者将各类人群与六个吸引因子进行了相关性假设及检验。经过检验，获知了各类人群对不同的吸引因子的态度：时尚自我族与团购网站的个性化服务和页面设计有显著正相关关系；冲动小康族与团购网站的品牌宣传和促销活动有显著正相关关系；勤俭消费族与团购网站的促销活动有显著正相关关系；与勤俭消费族相比，冲动小康族与团购网站的促销活动相关性更强；与其他各群体相比，求进务实族与团购网站的基本消费体验相关性最强。在实证分析的基础上，针对各群体表现出来的共性，团购网站可以通过建立注册用户的消费数据库、改版页面设计、整合优势资源等方法深度挖掘品牌优势。而针对不同人群的目标市场，网站可以从产品选择、服务独特性和宣传方式方面提升精准营销的成功率。
[Abstract]:As a new mode of e-commerce in recent years, online group buying provides consumers with a more convenient way to consume. However, with its rapid development, many problems have been exposed, which has aroused widespread concern of scholars and media in society. To sum up, homogeneous competition, lack of credit, lack of guarantee and supervision system are the main problems in the current group purchase website competition. In order to solve the problem of serious homogeneous competition in online group-buying industry, this study takes the online group-buying consumer market as the research object, and tries to subdivide the consumer population in China's online group-buying industry, so as to provide ideas for enterprises to break through the bottleneck of homogeneous competition. In the research method, the author designs and distributes a questionnaire based on CHINA-VALS model measurement statement and group purchase website attraction factor measurement statement as the main body to obtain the relevant information of consumers. In the part of CHINA-VALS model measurement statements, the author selects 28 measurement statements, and after factor extraction and induction, carries on the factor naming: advertising consciousness, fashion trendy consciousness, diet health consciousness, personality achievement consciousness, economic consumption consciousness, new life consciousness, arbitrariness consciousness, family life consciousness and work money consciousness. After the statistical test of effective data based on factor analysis and cluster analysis, the online group buying consumers in China are divided into five categories, and combined with demographic variables and consumer behavior characteristic variables, the characteristics of all kinds of people try to be summarized and named: fashion self-discipline, pursuit and implementation, impulse Xiaokang, industrious and frugal consumers and traditional life. In addition, through the factor analysis of 16 measurement statements of attraction factors of group buying website, six factors of attraction factors are obtained: basic consumption experience, brand promotion, customer service management, promotion means, personalized service and page design. In order to further understand the attitude of consumers to group buying sites, the author carries on the correlation hypothesis and tests between all kinds of people and six attraction factors. Through the test, we know the attitudes of all kinds of people to different attraction factors: there is a significant positive correlation between fashion self-esteem and group buying website personalized service and page design, a significant positive correlation between impulsive Xiaokang nationality and the brand promotion and promotion activities of group buying website, a significant positive correlation between diligent and frugal consumers and the promotion activities of group buying website, and a significant positive correlation between the brand promotion and promotion activities of group buying website. Compared with the industrious and frugal consumers, the impulsive Xiaokang nationality has a stronger correlation with the promotion activities of the group buying website, and compared with other groups, the group buying website has the strongest correlation with the basic consumption experience of the group buying website. On the basis of empirical analysis, according to the commonness of each group, the group purchase website can deeply mine the brand advantage by establishing the consumption database of registered users, modifying the page design, integrating the advantage resources and so on. According to the target market of different people, the website can improve the success rate of accurate marketing from the aspects of product selection, service uniqueness and propaganda mode.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F224

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