本文選題：網絡團購　切入點：高職院校學生　出處：《西南大學》2012年碩士論文

【摘要】：隨著互聯(lián)網的發(fā)展,現(xiàn)如今網絡團購已成為一種新型的消費模式,而與此同時,人們參與的社交網絡會在一定程度上影響網絡團購的從眾消費行為。本文針對此問題,在分析目前國內外對網絡購物研究現(xiàn)狀的基礎上,將網絡團購與社交網站聯(lián)系起來,納入統(tǒng)一框架加以研究。針對國內團購市場的真實情形,選抒了高職院校學生這一大團購消費群體作為研究對象,通過設計并發(fā)放問卷的方式,調查他們普遍關注的社交網站(人人網)對其團購行為的影響。通過探討網絡團購行為與社交網站中的群體因素強弱的交互作用的干擾效應,解釋了團購消費者在面臨群體壓力時的從眾、不從眾和反從眾的網絡團購行為。進而確定了社交網站中影響從眾行為的群體因素,提出變量間的相關理論假假,度構建了社交網站群體因素對高職院校學生網絡團購的意愿影響的理論模型。 與此同時,論文將團購商品的兩大主要類型——實物類和服務類納入到消費者是否從眾的研究中,通過實證研究發(fā)現(xiàn)高職院校學生對于服務類的網絡團購商品更容易表現(xiàn)出從眾行為,而對實物類的網絡團購商品更容易呈現(xiàn)出不從眾甚至反從眾行為。對于服務類的網絡團購,高職院校學生的態(tài)度更容易受到類似人人網這樣的社交網站中高職院校學生的影響。尤其是當自我一致性高,而其所在群體的群體壓力較弱時,盡管高職院校學生內心對其所在群體的壓力毫不在乎,但在公開場合下表明自己態(tài)度時卻顯得瞻前顧后、顧慮重重,反映出當前的高職院校學生為了獲取某些群體的認同,不惜隨波逐流甚至委曲求全。 本研究嘗試從一個新的角度將社會心理學相關理論納入高職院校學生與社交網站的關系研究中,研究了社交網站中哪些群體因素對高職院校學生的從眾行為產生深遠影響,對從事網絡團購的相關企業(yè)創(chuàng)新網絡團購模式、社交網站運營者利用高職院校學生互動導入網絡團購以拓寬盈利渠道等企業(yè)決策具有指導意義,并提供傳播學的理論依據。
[Abstract]:With the development of the Internet, the online group purchase has become a new consumption pattern, and at the same time, the social network that people participate in will influence the behavior of group buying in some degree. On the basis of analyzing the current research status of online shopping at home and abroad, this paper links online group buying with social networking sites and puts them into a unified framework to study the real situation of the domestic group buying market. Through the design and distribution of questionnaires, we selected the students of higher vocational colleges as a group purchase group as the research object. To investigate the influence of the social networking site (Renren), which they are generally concerned about, on their group buying behavior, and to explore the interference effect of the interaction between the online group purchase behavior and the strong or weak group factors in the social network. This paper explains the group buying behavior of group buying consumers in the face of group pressure, not following group behavior and anti-herd group buying behavior, and then determines the group factors that affect herd behavior in social networking sites, and puts forward the false theory between variables. This paper constructs a theoretical model of the influence of social network group factors on students' willingness to buy online. At the same time, the paper brings the two main types of group purchases into the study of whether consumers follow the crowd. Through the empirical study, it is found that the students of higher vocational colleges are more likely to show herd behavior for the online group purchase of service category, while to the online group purchase goods of the physical kind they are more likely to show unconformity or even anti-conformity behavior. For the online group purchase of the service category, it is easier to show the behavior of unconformity and even anti-conformity. The attitude of students in higher vocational colleges is more vulnerable to the influence of students in social networks such as Renren.com, especially when the self-consistency is high and the group pressure is weak. Although the students in higher vocational colleges do not care about the pressure of their group, there are too many worries and worries when they express their attitude in public, which reflects that the current students in higher vocational colleges want to gain the approval of certain groups. Don't hesitate to go with the current or even bend your mind. From a new perspective, this study attempts to bring the relevant theory of social psychology into the study of the relationship between students in higher vocational colleges and social networking sites, and studies which group factors in social networking sites have a profound impact on the behavior of students in higher vocational colleges. It is of guiding significance for enterprises engaged in online group buying to innovate the mode of network group buying, and social network operators to use students in higher vocational colleges to introduce network group purchase to broaden profit channels, and to provide theoretical basis for communication.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G715.5;F724.6;F224

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