【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,我國的網(wǎng)絡(luò)購物用戶規(guī)模逐漸擴大。網(wǎng)絡(luò)購物已經(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銷策略以最大限度的吸引用戶,其中價格促銷因其效果明顯受到網(wǎng)絡(luò)商家的青睞。與時俱進(jìn)地選擇與時代發(fā)展相符的促銷策略有助于網(wǎng)絡(luò)商家實現(xiàn)自身經(jīng)營目的與創(chuàng)造利潤。網(wǎng)絡(luò)商家需要迅速更新營銷觀念與方法,對傳統(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)更多的消費者由傳統(tǒng)購物轉(zhuǎn)變?yōu)榫W(wǎng)絡(luò)購物,擴大自身商品在市場中的份額 本文結(jié)合傳統(tǒng)購物環(huán)境下消費者行為理論和價格促銷相關(guān)研究,提出網(wǎng)絡(luò)購物情境下,價格促銷對消費者購買行為影響的模型。通過問卷調(diào)查和數(shù)據(jù)分析,驗證各變量之間的關(guān)系以及模型的合理性。研究結(jié)果顯示,不同價格促銷方式對消費者感知促銷有用、感知促銷易用、感知促銷風(fēng)險均有顯著差異,感知促銷有用、感知促銷易用對購買意愿有正向影響,感知促銷風(fēng)險對購買意愿有負(fù)向影響。 本文研究成果為網(wǎng)絡(luò)商家研究消費者購買行為,制定可行有效的營銷方案提供了理論支持�；诒疚膶嵶C研究成果,為網(wǎng)絡(luò)商家進(jìn)行促銷活動提供多方面的建議。
[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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F713.36

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