發(fā)布時間：2018-06-04 01:35

  本文選題：結(jié)構(gòu)方程模型 + Fishbein合理行為模型　； 參考：《南京大學》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的迅速發(fā)展,我國的網(wǎng)民規(guī)模不斷增加,越來越多的商家紛紛開通網(wǎng)上購物渠道來吸引消費者,越來越多的消費者在購物時也會考慮在不同的渠道進行購物。有的消費者喜歡親自體驗產(chǎn)品,如觸摸來感受產(chǎn)品的質(zhì)量,這類消費者可能愿意在傳統(tǒng)渠道購物。也有消費者注重購物的效率,不愿意花費大量的時間在購物上,這類消費者喜歡快捷型的購物方式,因此可能更愿意在網(wǎng)上渠道購買產(chǎn)品。在消費者進行購物時,何種因素會影響消費者購物渠道選擇呢?研究消費者的渠道選擇行為可以為企業(yè)提供營銷決策支持,具有重要的意義。近年來,越來越多的商家(制造商和零售商)注意到網(wǎng)上購物的效率,紛紛開通網(wǎng)上購物渠道。在雙渠道環(huán)境下,商家獲得豐厚的利潤,不僅需要了解消費者的購物渠道選擇行為,探索影響消費者渠道選擇的因素,還需要制定積極有效的價格策略,例如商家可考慮實施一致定價策略還是非一致定價策略?因此,本文主要研究消費者的渠道選擇行為和雙渠道的定價策略。在研究定價策略時,還考慮了不同的因素,例如服務因素和庫存因素。第一章和第二章主要分析了研究的背景和目前的研究狀況。第三章,研究了消費者的渠道選擇行為。Fishbein合理行為模型和技術接受模型因在預測行為意向方面具有較強的解釋力而被學者們廣泛應用。本研究將兩類模型結(jié)合起來,在引入新的外在變量感知風險和網(wǎng)絡經(jīng)驗的基礎上建立了消費者渠道選擇模型。以備受年輕消費者喜愛的智能手機為例,通過調(diào)查問卷數(shù)據(jù)對模型中所提出的基本假設進行實證檢驗。研究得出一些重要的結(jié)論：如消費者的網(wǎng)上購買態(tài)度和網(wǎng)下的購買意向之間的負相關關系與以往的研究結(jié)論有所不同。此外,本研究還對網(wǎng)上購買態(tài)度和網(wǎng)購主觀規(guī)范之間的關系進行了實證檢驗。研究發(fā)現(xiàn)網(wǎng)上購買態(tài)度和網(wǎng)購主觀規(guī)范均可以直接正向影響網(wǎng)上購買意向,且均直接負向影響網(wǎng)下購買意向；此外,網(wǎng)購主觀規(guī)范還可以通過網(wǎng)上購買態(tài)度間接地正向影響網(wǎng)上購買意向和間接地負向影響網(wǎng)下購買意向；感知風險能夠顯著負向影響網(wǎng)上購買態(tài)度和網(wǎng)購主觀規(guī)范。第四章結(jié)合服務因素研究了零售商雙渠道供應鏈的定價決策。服務是消費者選擇購物的一項重要因素,提供服務能夠為商家?guī)眍~外的需求。通過Stackelberg博弈模型研究了兩種不同的博弈順序：零售商服務水平先決策博弈和零售商服務水平后決策博弈。此外,結(jié)合這兩種不同的博弈順序研究了兩種不同的定價策略：一致定價策略和非一致定價策略。利用數(shù)值化算例對均衡解和參數(shù)之間的關系進行了詳細的研究。研究發(fā)現(xiàn)：第二種博弈順序,即零售商服務水平后決策的博弈順序,與第一種博弈順序(零售商服務水平先決策博弈順序)相比,對制造商和零售商同時有利。第五章結(jié)合服務因素和庫存因素,研究了制造商雙渠道供應鏈的定價策略。利用Stackelberg博弈模型研究了零售商在提供服務水平和未提供服務水平時的庫存策略、制造商批發(fā)價格策略和零售商的服務水平策略,并利用數(shù)值化算例分析了零售商提供服務和未提供服務時的制造商和零售商利潤,給出了零售商提供服務的條件。第六章研究了混合雙渠道供應鏈的定價策略。在對混合雙渠道供應鏈的定價策略進行研究時,擴展了消費者的需求函數(shù)模型。通過數(shù)值化算例分析了制造商雙渠道供應鏈結(jié)構(gòu)中零售商開通網(wǎng)上直銷渠道的條件以及零售商雙渠道供應鏈結(jié)構(gòu)中制造商開通網(wǎng)上直銷渠道的條件。第七章對全文進行總結(jié),并提出了未來的研究方向。
[Abstract]:With the rapid development of the Internet, the scale of Internet users in China is increasing. More and more businesses have opened online shopping channels to attract consumers. More and more consumers will also consider shopping in different channels when they are shopping. Some consumers like to experience products personally, such as touch the quality of the products, this kind of elimination. Consumers may be willing to shop in traditional channels. Also, consumers pay more attention to the efficiency of shopping and do not want to spend a lot of time on shopping. These consumers like the fast way of shopping, so they may be more willing to buy products on the Internet. In recent years, more and more merchants (manufacturers and retailers) have paid attention to the efficiency of online shopping and have opened online shopping channels. In the dual channel environment, businesses gain rich profits, not only need to understand consumer shopping. Channel selection behavior, exploring the factors affecting consumer channel selection, and the need for active and effective pricing strategies, such as businesses can consider the implementation of the unanimous pricing strategy or non consistent pricing strategy? Therefore, this paper mainly studies the consumer channel selection behavior and dual channel pricing strategy. In the study of pricing strategies, it is also considered. Different factors, such as service factors and inventory factors. The first and second chapters mainly analyze the background of the study and the current research situation. The third chapter studies the consumer channel selection behavior.Fishbein reasonable behavior model and the technical acceptance model because of the strong explanatory power in predicting the behavior intention mask and is widely used by scholars. In this study, the two models are combined to establish a consumer channel selection model based on the introduction of new external variables' perceived risk and network experience. The negative correlation between the consumer's online purchase attitude and the purchase intention under the net is different from the previous research conclusions. In addition, the study also makes an empirical test on the relationship between online purchase attitude and the subjective norms of online shopping. There is a positive impact on online purchase intention, and all of them have direct negative impact on the purchase intention under the net influence. In addition, online purchase subjective norms can also indirectly influence online purchase intention and indirect negative impact on purchasing intention through online purchase attitude, and perceived risk can significantly negatively affect online purchase attitude and online shopping subjective norms. The four chapter studies the pricing decision of the retailer's dual channel supply chain with service factors. Service is an important factor for consumers to choose shopping. The service can bring additional needs for the business. Through the Stackelberg game model, two different game sequences are studied: the first decision game and the retailer service of the retailer service level. In addition, two different pricing strategies are studied in combination with the two different game sequences: the unanimous pricing strategy and the non consistent pricing strategy. The relationship between the equilibrium solution and the parameters is studied in detail with the numerical example. The study finds that the second game order, that is, the post decision of the retailer's service level. The game order, compared with the first game order (the first decision game order of the retailer's service level), is beneficial to the manufacturer and the retailer. In the fifth chapter, the pricing strategy of the manufacturer's dual channel supply chain is studied with service factors and inventory factors. The service level and failure of the retailer are studied by using the Stackelberg game model. The inventory strategy of the service level, the manufacturer's wholesale price strategy and the retailer's service level strategy are provided, and the numerical example is used to analyze the profit of the manufacturer and the retailer when the retailer provides service and the service is not provided. The sixth chapter studies the pricing strategy of the mixed dual channel supply chain. In the study of the pricing strategy of the mixed dual channel supply chain, the consumer demand function model is extended. The conditions for retailers to open the online direct selling channel in the manufacturer's dual channel supply chain structure and the conditions for the manufacturers to open the online direct selling channels are analyzed through numerical examples. The seventh chapter summarizes the full text and puts forward the future research direction.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F274

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本文編號：1975229