本文選題：網(wǎng)絡(luò)團(tuán)購 + 在線評(píng)論�。� 參考：《哈爾濱工業(yè)大學(xué)》2016年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)與電子商務(wù)技術(shù)的迅猛發(fā)展,網(wǎng)絡(luò)團(tuán)購已經(jīng)逐漸成為人們?nèi)粘Ｉ钪械囊粋�(gè)重要環(huán)節(jié),受到越來越多消費(fèi)者的青睞。同時(shí),隨著網(wǎng)絡(luò)市場競爭力的不斷增大,越來越多的網(wǎng)絡(luò)交易平臺(tái)以開放式、零成本、免費(fèi)扶持等策略幫助賣家沖擊網(wǎng)絡(luò)市場,使得商家可以自由進(jìn)入,不少商家紛紛通過制定團(tuán)購的營銷策略來吸引更多的消費(fèi)者進(jìn)而提高市場占有率。網(wǎng)絡(luò)團(tuán)購已經(jīng)成為企業(yè)一種常用的營銷手段,并成為最受消費(fèi)者歡迎的購物方式之一。作為商家營銷的重要元素之一,在線評(píng)論自網(wǎng)絡(luò)團(tuán)購興起以來就一直起著不可替代的作用,消費(fèi)者可以從在線評(píng)論中提供的信息中做出是否參與團(tuán)購的決策。同時(shí),網(wǎng)絡(luò)團(tuán)購作為網(wǎng)絡(luò)購物的一種特殊形式,參照群體的重要影響不可忽視。一方面,參照群體可以直接對(duì)消費(fèi)者的感知價(jià)值施加影響,消費(fèi)者可能會(huì)因較多的參照群體進(jìn)而做出從眾購買行為。另一方面,參照群體的不同也會(huì)使在線評(píng)論對(duì)消費(fèi)者的感知價(jià)值造成不同影響。此外,品牌作為企業(yè)一筆重要的無形資產(chǎn),在產(chǎn)品的銷售中起著決定性的作用,品牌強(qiáng)度不同,不同在線評(píng)論對(duì)消費(fèi)者感知價(jià)值的影響程度也會(huì)不同。本文在研究在線評(píng)論對(duì)消費(fèi)者購買意愿的基礎(chǔ)上加入了參照群體和品牌強(qiáng)度這兩個(gè)重要變量,細(xì)化了網(wǎng)絡(luò)團(tuán)購中對(duì)消費(fèi)者行為的研究。本文以網(wǎng)絡(luò)團(tuán)購為研究背景,通過對(duì)國內(nèi)外文獻(xiàn)的回顧,基于已有的研究成果,運(yùn)用消費(fèi)者行為學(xué)等理論,分析了不同在線評(píng)論對(duì)消費(fèi)者感知價(jià)值及購買意愿的影響,并研究了感知價(jià)值的中介作用,以及參照群體和品牌強(qiáng)度的調(diào)節(jié)作用。在實(shí)證研究中,選取了團(tuán)購網(wǎng)站上食品類目下的子類目堅(jiān)果類產(chǎn)品作為研究對(duì)象,通過情景模擬實(shí)驗(yàn)和調(diào)查問卷相結(jié)合的方式獲取數(shù)據(jù),以統(tǒng)計(jì)軟件SPSS19.0作為分析工具,運(yùn)用方差分析、回歸分析等方法,研究在網(wǎng)絡(luò)團(tuán)購中,上述因素對(duì)消費(fèi)者感知價(jià)值及購買意愿影響情況。根據(jù)本文的研究結(jié)論,從消費(fèi)者的角度為網(wǎng)絡(luò)團(tuán)購中不同企業(yè)如何提高消費(fèi)者購買意愿提出相關(guān)建議,并為企業(yè)制訂網(wǎng)絡(luò)團(tuán)購營銷策略提供了一定的理論依據(jù)。
[Abstract]:With the rapid development of Internet and e-commerce technology, online group purchase has gradually become an important part of people's daily life, and is favored by more and more consumers. At the same time, with the increasing competitiveness of the network market, more and more online trading platforms with open, zero cost, free support and other strategies to help sellers impact the network market, so that businesses can freely enter, Many businesses through the development of group buying marketing strategy to attract more consumers and increase market share. Online group buying has become one of the most popular marketing methods for enterprises and one of the most popular shopping methods for consumers. As one of the important elements of business marketing, online reviews have been playing an irreplaceable role since the rise of online group buying. Consumers can make decisions on whether to participate in group buying from the information provided in online reviews. At the same time, as a special form of online shopping, the important influence of reference group can not be ignored. On the one hand, reference groups can directly influence consumers' perceived value, and consumers may make herd buying behavior because of more reference groups. On the other hand, different reference groups may have different effects on consumers' perceived value. In addition, as an important intangible asset, brand plays a decisive role in product sales. Different online reviews have different influence on consumer perceived value with different brand strength. Based on the study of online reviews' willingness to buy, this paper adds two important variables, namely, reference group and brand strength, to refine the research on consumer behavior in online group buying. Based on the review of domestic and foreign literature and the theory of consumer behavior, this paper analyzes the influence of different online reviews on consumers' perceived value and purchase intention. The mediating role of perceived value and the adjustment of reference group and brand strength are also studied. In the empirical study, the sub-category nut products on the group purchase website are selected as the research objects, and the data are obtained by the combination of scenario simulation experiment and questionnaire, and the statistical software SPSS19.0 is used as the analysis tool. By means of variance analysis and regression analysis, this paper studies the influence of these factors on consumers' perceived value and purchase intention in online group buying. According to the conclusion of this paper, from the consumer's point of view, this paper puts forward some relevant suggestions on how to improve the consumers' purchase intention in the online group purchase, and provides a certain theoretical basis for enterprises to formulate the network group purchase marketing strategy.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55
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本文編號(hào)：1927684