【摘要】：隨著互聯(lián)網(wǎng)的普及和電子商務(wù)技術(shù)的日趨成熟,我國(guó)的網(wǎng)絡(luò)購(gòu)物用戶規(guī)模逐漸擴(kuò)大。網(wǎng)絡(luò)購(gòu)物已經(jīng)成為網(wǎng)絡(luò)生活不可或缺的一部分。網(wǎng)絡(luò)商家紛紛制定不同營(yíng)銷策略以最大限度的吸引用戶,其中價(jià)格促銷因其效果明顯受到網(wǎng)絡(luò)商家的青睞。與時(shí)俱進(jìn)地選擇與時(shí)代發(fā)展相符的促銷策略有助于網(wǎng)絡(luò)商家實(shí)現(xiàn)自身經(jīng)營(yíng)目的與創(chuàng)造利潤(rùn)。網(wǎng)絡(luò)商家需要迅速更新?tīng)I(yíng)銷觀念與方法,對(duì)傳統(tǒng)的促銷模式進(jìn)行改進(jìn)更新,有效利用網(wǎng)絡(luò)促銷方式引導(dǎo)更多的消費(fèi)者由傳統(tǒng)購(gòu)物轉(zhuǎn)變?yōu)榫W(wǎng)絡(luò)購(gòu)物,擴(kuò)大自身商品在市場(chǎng)中的份額 本文結(jié)合傳統(tǒng)購(gòu)物環(huán)境下消費(fèi)者行為理論和價(jià)格促銷相關(guān)研究,提出網(wǎng)絡(luò)購(gòu)物情境下,價(jià)格促銷對(duì)消費(fèi)者購(gòu)買行為影響的模型。通過(guò)問(wèn)卷調(diào)查和數(shù)據(jù)分析,驗(yàn)證各變量之間的關(guān)系以及模型的合理性。研究結(jié)果顯示,不同價(jià)格促銷方式對(duì)消費(fèi)者感知促銷有用、感知促銷易用、感知促銷風(fēng)險(xiǎn)均有顯著差異,感知促銷有用、感知促銷易用對(duì)購(gòu)買意愿有正向影響,感知促銷風(fēng)險(xiǎn)對(duì)購(gòu)買意愿有負(fù)向影響。 本文研究成果為網(wǎng)絡(luò)商家研究消費(fèi)者購(gòu)買行為,制定可行有效的營(yíng)銷方案提供了理論支持�；诒疚膶�(shí)證研究成果,為網(wǎng)絡(luò)商家進(jìn)行促銷活動(dòng)提供多方面的建議。
[Abstract]:With the popularity of the Internet and the maturation of e-commerce technology, the scale of online shopping users in China is gradually expanding. Online shopping has become an indispensable part of network life. Network merchants have developed different marketing strategies to attract users to the maximum extent, among which price promotion is obviously favored by network merchants for its effect. Keeping pace with the times and choosing the promotion strategy in line with the development of the times can help the network merchants to achieve their own business objectives and create profits. Network merchants need to quickly update their marketing concepts and methods, improve and update the traditional promotion mode, and effectively use the network promotion mode to guide more consumers to change from traditional shopping to online shopping. Based on the theory of consumer behavior in the traditional shopping environment and the research on price promotion, this paper proposes a model of the influence of price promotion on consumers' purchase behavior in the context of online shopping. The relationship between the variables and the rationality of the model are verified by questionnaire and data analysis. The results show that different price promotion methods have significant differences in perceived promotion usefulness, perceived promotion convenience, perceived promotion risk, perceived sales promotion usefulness, perceived sales promotion ease of use has a positive impact on purchase intention. Perceived promotion risk has a negative effect on purchase intention. The research results of this paper provide theoretical support for online merchants to study consumer purchase behavior and formulate feasible and effective marketing schemes. Based on the empirical results of this paper, this paper provides various suggestions for online merchants to carry out promotional activities.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F713.36

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