本文選題：參照群體 + 大學(xué)生��； 參考：《南京航空航天大學(xué)》2013年碩士論文

【摘要】：互聯(lián)網(wǎng)的飛速發(fā)展為網(wǎng)絡(luò)平臺(tái)購(gòu)物提供了良好的環(huán)境。從經(jīng)典的B2C模式到發(fā)展壯大的C2C模式，可以看到各類(lèi)購(gòu)物網(wǎng)站在競(jìng)爭(zhēng)十分激烈,優(yōu)勝劣汰和兼并重組的現(xiàn)象層出不窮。大學(xué)生作為接受新興事物的代表，在網(wǎng)絡(luò)團(tuán)購(gòu)中擔(dān)當(dāng)主力軍的角色。大學(xué)生群體居住的特點(diǎn)也決定了周?chē)耐瑢W(xué)對(duì)其購(gòu)買(mǎi)行為的影響。所以參照群體在大學(xué)生團(tuán)購(gòu)消費(fèi)行為中的作用尤為重要。 本文以感知價(jià)值、感知風(fēng)險(xiǎn)、參照群體等理論為依據(jù)，分維度探討了大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)感知對(duì)購(gòu)買(mǎi)意愿的影響。并運(yùn)用結(jié)構(gòu)方程、多變量方差分析等方法分別探索了感知價(jià)值、感知風(fēng)險(xiǎn)作用于購(gòu)買(mǎi)意愿的路徑和參照群體的調(diào)節(jié)作用。本文的主要研究結(jié)論如下： ①不同參照群體影響下的消費(fèi)者感知價(jià)值與感知風(fēng)險(xiǎn)表現(xiàn)不同。當(dāng)參照群體支持度較高時(shí)，消費(fèi)者感知和購(gòu)買(mǎi)意愿同時(shí)增加，且購(gòu)買(mǎi)意愿增加的幅度比感知小。當(dāng)參照群體支持度較低時(shí)，消費(fèi)者感知和購(gòu)買(mǎi)意愿同時(shí)減少，，同時(shí)購(gòu)買(mǎi)意愿減少的幅度比感知小。當(dāng)參照群體支持度一般時(shí)，消費(fèi)者感知和購(gòu)買(mǎi)意愿仍然會(huì)小幅下降。②網(wǎng)絡(luò)團(tuán)購(gòu)感知價(jià)值各維度與大學(xué)生購(gòu)買(mǎi)意愿總體正相關(guān)，但各維度呈現(xiàn)不同特點(diǎn)。其中功能價(jià)值、情感價(jià)值影響顯著，而網(wǎng)絡(luò)易用風(fēng)險(xiǎn)影響不顯著。③網(wǎng)絡(luò)團(tuán)購(gòu)感知風(fēng)險(xiǎn)與購(gòu)買(mǎi)意愿總體負(fù)相關(guān)，但各維度呈現(xiàn)不同特點(diǎn)。其中服務(wù)風(fēng)險(xiǎn)、心理風(fēng)險(xiǎn)影響顯著，而時(shí)間風(fēng)險(xiǎn)、隱私風(fēng)險(xiǎn)影響不顯著。 本文的創(chuàng)新點(diǎn)有：①考慮了人群特質(zhì)的影響，以大學(xué)生視角研究探索影響顧客感知價(jià)值、感知風(fēng)險(xiǎn)各維度的途徑。②本研究以參照群體作為切入點(diǎn)，摒棄了一般按照特質(zhì)類(lèi)因素對(duì)參照群體分類(lèi)的方法，依照情景將參照群體分為三種不同的支持度，依次驗(yàn)證不同情況下消費(fèi)者感知與購(gòu)買(mǎi)意愿如何變化。③在參照群體調(diào)節(jié)作用的檢測(cè)上，本研究采用了多變量方差分析，可以同時(shí)檢驗(yàn)參照群體不同情況下，感知價(jià)值、感知風(fēng)險(xiǎn)與購(gòu)買(mǎi)意愿的變化方式和程度，這種多重比較的方法可以同時(shí)將三個(gè)或三個(gè)以上變化方向、幅度進(jìn)行對(duì)比，分析過(guò)程也更為合理。 本文通過(guò)探討不同參照群體影響下大學(xué)生消費(fèi)者感知與購(gòu)買(mǎi)意愿的作用機(jī)制，指出團(tuán)購(gòu)網(wǎng)站和商家可以利用團(tuán)購(gòu)消費(fèi)特性，降低對(duì)網(wǎng)絡(luò)風(fēng)險(xiǎn)的感知敏感性，提升消費(fèi)者的感知價(jià)值。同時(shí)為大學(xué)生消費(fèi)者網(wǎng)絡(luò)團(tuán)購(gòu)時(shí)理性消費(fèi)、避免誤區(qū)提供了有益的指導(dǎo)，具有一定的理論價(jià)值和現(xiàn)實(shí)意義。
[Abstract]:The rapid development of the Internet provides a good environment for online shopping.From the classic B2C model to the developing C2C model, we can see that all kinds of shopping websites are in fierce competition, the phenomenon of survival of the fittest and merger and reorganization emerge endlessly.As the representative of accepting new things, college students play the main role in online group buying.The characteristics of college students living in groups also determine the influence of students around on their purchase behavior.So the reference group plays a more important role in the consumption behavior of college students.Based on the theories of perceived value, perceived risk and reference group, this paper probes into the influence of college students' online group purchase perception on their purchase intention.The methods of structural equation and multivariate variance analysis are used to explore the influence of perceived value, perceived risk on the path of purchase intention and the regulating effect of reference group respectively.The main conclusions of this paper are as follows:1 consumers' perceived value and perceived risk performance are different under the influence of different reference groups.When the level of reference group support is high, consumer perception and purchase intention increase simultaneously, and the increase of purchase intention is smaller than that of perception.When the level of reference group support is low, consumer perception and purchase intention decrease simultaneously, and the extent of decrease of purchase intention is smaller than that of perception.When the degree of reference group support is general, consumer perception and purchase intention will still slightly decrease .2 the perceived value of online group purchase is positively correlated with the overall purchase intention of college students, but each dimension presents different characteristics.Among them, functional value and emotional value have significant influence, while network easy-to-use risk has no significant negative correlation with purchase intention, but each dimension presents different characteristics.The influence of service risk and psychological risk is significant, but the influence of time risk and privacy risk is not significant.The innovation of this paper is that: 1 takes into account the influence of the characteristics of the crowd, and explores the ways of influencing customer perceived value from the perspective of college students. 2. This study takes the reference group as the starting point.The method of classifying reference groups according to the factors of trait category is abandoned, and the reference groups are divided into three different levels of support according to the situation.In order to verify how consumer perception and purchase intention change in different situations, this study adopts multivariate analysis of variance to test the perceived value of reference groups in different situations.The way and degree of change of perceived risk and purchase intention, this multi-comparison method can compare three or more directions and amplitude at the same time, and the analysis process is more reasonable.This paper discusses the mechanism of consumer perception and purchase intention of college students under the influence of different reference groups, and points out that group buying websites and merchants can make use of group purchase consumption characteristics to reduce their sensitivity to network risks.Enhance the perceived value of consumers.At the same time, it provides useful guidance for college students to consume rationally and avoid misunderstandings, which has certain theoretical value and practical significance.
【學(xué)位授予單位】：南京航空航天大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G645.5;F724.6

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