本文選題：C2B預(yù)售 + 購(gòu)買意愿��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：在B2C行業(yè)業(yè)務(wù)同質(zhì)化嚴(yán)重、價(jià)格競(jìng)爭(zhēng)不斷加劇的背景下,一種新型的電子商務(wù)模式——C2B預(yù)售模式日益流行。C2B預(yù)售模式能夠幫助商家更準(zhǔn)確地匹配供需,減少庫(kù)存和缺貨成本,同時(shí)也能使消費(fèi)者以更低的價(jià)格獲得優(yōu)質(zhì)的商品。但要成功實(shí)施C2B預(yù)售模式,商家須在短時(shí)間內(nèi)獲得大量的消費(fèi)者訂單,否則其優(yōu)勢(shì)就難以體現(xiàn)。所以,如何激發(fā)消費(fèi)者對(duì)C2B預(yù)售模式的參與熱情,提高他們的預(yù)購(gòu)意愿,成為了相關(guān)平臺(tái)和商家必須面對(duì)且亟待解決的問(wèn)題。針對(duì)此問(wèn)題,本研究通過(guò)問(wèn)卷調(diào)查收集了232位消費(fèi)者在12種不同預(yù)售情境下的情感和認(rèn)知反應(yīng),以及他們的購(gòu)買意愿數(shù)據(jù),并利用PLS結(jié)構(gòu)方程模型的方法分析了外部情境因素、情感和認(rèn)知因素與消費(fèi)者購(gòu)買意愿之間的關(guān)系,為相關(guān)平臺(tái)和商家提供了一定的指導(dǎo)和建議。本研究的主要內(nèi)容及貢獻(xiàn)包含以下幾個(gè)方面:(1)確定了C2B預(yù)售模式下影響消費(fèi)者購(gòu)買意愿的主要因素。通過(guò)理論分析和對(duì)國(guó)內(nèi)三大C2B預(yù)售平臺(tái)的實(shí)證調(diào)研,從內(nèi)、外兩方面確定了影響消費(fèi)者購(gòu)買意愿的主要因素,外部因素包括產(chǎn)品類型、價(jià)格折扣、已預(yù)訂件數(shù)和時(shí)間壓力;內(nèi)在因素包括激活度、愉悅度、感知價(jià)值和預(yù)購(gòu)經(jīng)驗(yàn)。(2)揭示了C2B預(yù)售模式下消費(fèi)者購(gòu)買意愿的形成機(jī)理。以S-O-R模型為基本框架,從內(nèi)外部驅(qū)動(dòng)兩個(gè)角度構(gòu)建并驗(yàn)證了反映消費(fèi)者購(gòu)買意愿形成過(guò)程的理論模型。實(shí)證分析的結(jié)果表明:在價(jià)格折扣、參照群體(已預(yù)訂件數(shù))和時(shí)間壓力等外部因素的驅(qū)動(dòng)下,消費(fèi)者的情感狀態(tài)會(huì)發(fā)生變化,進(jìn)而形成對(duì)此次預(yù)售活動(dòng)的價(jià)值感知,在正向情感和認(rèn)知的驅(qū)動(dòng)下,消費(fèi)者最終產(chǎn)生對(duì)預(yù)售產(chǎn)品的購(gòu)買意愿。認(rèn)知在情感對(duì)購(gòu)買意愿的影響中起完全中介作用,情感在外部因素對(duì)認(rèn)知的影響中也起完全中介作用。(3)驗(yàn)證了產(chǎn)品類型和預(yù)購(gòu)經(jīng)驗(yàn)在購(gòu)買意愿形成過(guò)程中的調(diào)節(jié)作用。根據(jù)產(chǎn)品類型和預(yù)購(gòu)經(jīng)驗(yàn)對(duì)樣本數(shù)據(jù)進(jìn)行分割,利用多群組分析的方法檢驗(yàn)基于不同樣本數(shù)據(jù)的模型中路徑系數(shù)的差異。結(jié)果表明:產(chǎn)品類型在價(jià)格折扣等外部因素對(duì)消費(fèi)者的情感和認(rèn)知、以及情感和認(rèn)知因素對(duì)購(gòu)買意愿的影響中均存在顯著的調(diào)節(jié)效應(yīng);而預(yù)購(gòu)經(jīng)驗(yàn)僅在消費(fèi)者情感和認(rèn)知的形成過(guò)程中起調(diào)節(jié)作用。本研究的主要?jiǎng)?chuàng)新點(diǎn)如下:(1)以S-O-R模型為基本框架,從內(nèi)外部驅(qū)動(dòng)兩個(gè)角度構(gòu)建了一個(gè)較為全面的用于解釋C2B預(yù)售模式下消費(fèi)者購(gòu)買意愿形成機(jī)理的理論模型。(2)驗(yàn)證了情感和認(rèn)知因素在價(jià)格折扣等外部因素對(duì)購(gòu)買意愿的影響中的中介作用,揭示了被很多研究所忽略的“情感因素”對(duì)消費(fèi)者認(rèn)知及購(gòu)買意愿的重要影響。(3)全面揭示了產(chǎn)品類別和預(yù)購(gòu)經(jīng)驗(yàn)在購(gòu)買意愿形成過(guò)程中的調(diào)節(jié)作用。
[Abstract]:Under the background of serious homogenization of B2C industry business and increasing price competition, a new electronic commerce mode, C2B pre-sale mode, is becoming increasingly popular. C2B pre-sale mode can help businesses more accurately match supply and demand, and reduce inventory and stock shortage costs. It also enables consumers to obtain quality goods at lower prices. However, in order to successfully implement the C2B pre-sale model, merchants must obtain a large number of consumer orders in a short period of time, otherwise it will be difficult to reflect its advantages. Therefore, how to stimulate consumers to participate in the C2B pre-sale model enthusiasm, improve their pre-purchase willingness, has become a related platform and businesses must face and urgent problems. To solve this problem, this study collected the emotional and cognitive responses of 232 consumers in 12 different presale situations and their purchase intention data through a questionnaire survey, and analyzed the external situational factors by using PLS structural equation model. The relationship between emotional and cognitive factors and consumers' willingness to buy provides guidance and advice for relevant platforms and businesses. The main contents and contributions of this study include the following aspects: 1) determine the main factors that affect the consumer's purchase intention under the C2B pre-sale model. Through theoretical analysis and empirical investigation of three domestic C2B presale platforms, this paper determines the main factors that affect consumers' willingness to buy from internal and external aspects, including product types, price discounts, pre-orders and time pressure. The intrinsic factors include activation degree, pleasure degree, perceived value and pre-purchase experience. Taking S-O-R model as the basic frame, this paper constructs and verifies the theoretical model which reflects the forming process of consumer's purchase intention from the angle of internal and external driving. The results of empirical analysis show that, driven by external factors such as price discount, reference group (number of reserved items) and time pressure, the emotional state of consumers will change, thus forming the value perception of the presale activity. Driven by positive emotion and cognition, consumers ultimately have a willingness to buy products for pre-sale. Cognition plays a complete intermediary role in the influence of emotion on purchase intention, and emotion plays a complete intermediary role in the influence of external factors on cognition, which verifies the regulatory role of product type and pre-purchase experience in the process of purchase intention formation. According to the product type and pre-purchase experience, the sample data are segmented, and the differences of path coefficients in the model based on different sample data are tested by multi-group analysis method. The results show that product types have significant regulatory effects on consumers' emotion and cognition, as well as on the influence of emotion and cognitive factors on the purchase intention of consumers by external factors such as price discount. Prepurchase experience only plays a regulatory role in the formation of consumer emotion and cognition. The main innovations of this study are as follows: (1) taking S-O-R model as the basic framework, From the internal and external driving point of view, this paper constructs a more comprehensive theoretical model to explain the formation mechanism of consumers' willingness to buy under the C2B pre-sale model. The intermediary role in the influence of will, It reveals the important influence of "affective factors" on consumers' cognition and purchase intention, which has been neglected by many research institutes.) it fully reveals the regulatory role of product category and pre-purchase experience in the process of purchase intention formation.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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