本文關(guān)鍵詞：動態(tài)團購模式下的消費者行為研究：觀察學(xué)習(xí)視角　出處：《浙江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 動態(tài)團購模式 消費者行為規(guī)律 社會影響因素 觀察學(xué)習(xí) 面板數(shù)據(jù)

【摘要】：在電子商務(wù)不斷普及的時代背景下,網(wǎng)購已經(jīng)成為消費者日常消費中重要的一部分。這種需求也導(dǎo)致了多種多樣的網(wǎng)購形式的形成。因此,對不同的網(wǎng)購形式下消費者行為的研究和探索是非常有必要的。 自2010年開始,網(wǎng)絡(luò)團購作為一種新型的網(wǎng)絡(luò)購物模式在中國出現(xiàn),并快速興起。然而,與網(wǎng)絡(luò)購物市場良好的市場前景相比,團購網(wǎng)站自2011年下半年起出現(xiàn)大批虧損,行業(yè)形勢非常嚴峻。因此,怎樣在巨大的市場規(guī)模中取得成功,是各團購網(wǎng)站時刻在思考的問題。 在以往的研究中,許多學(xué)者或從團購網(wǎng)站角度出發(fā),或從消費者角度出發(fā),建立了多種網(wǎng)絡(luò)購物情境下的消費者行為理論。文獻顯示,社會學(xué)習(xí)理論已經(jīng)廣泛應(yīng)用于這個領(lǐng)域。而在我們所關(guān)注的動態(tài)團購模式,社會影響因素,尤其是觀察學(xué)習(xí)效應(yīng)如何通過已參團人數(shù)來影響消費者的決策,仍然有待補充研究。因此,我們希望通過對國內(nèi)大型團購網(wǎng)站的交易數(shù)據(jù)的分析,結(jié)合動態(tài)團購因素、觀察學(xué)習(xí)因素、商家因素、消費者個人因素以及產(chǎn)品相關(guān)因素等建立合適的模型,對消費者的行為規(guī)律進行了研究,為團購網(wǎng)站的改革和模式創(chuàng)新提供了一定的理論依據(jù)。 因此,我們使用了MetaStudio對天貓預(yù)售的商品數(shù)據(jù)進行采集,并經(jīng)過一定的轉(zhuǎn)換后,使用STATA12.0進行了面板數(shù)據(jù)分析。研究結(jié)果表明：1.消費者在面對不同類型的產(chǎn)品時(搜索型和體驗型),表現(xiàn)出不同的決策行為和規(guī)律。2.動態(tài)團購情境下,產(chǎn)品折扣力度大小對新增參團人數(shù)的影響十分復(fù)雜。3.動態(tài)人數(shù)閾值只在產(chǎn)品類型是體驗型時對消費者的參團行為有顯著影響。4.觀察學(xué)習(xí)效應(yīng)對消費者購買行為存在影響,這主要表現(xiàn)為歷史銷量對新增參團人數(shù)的增加的顯著正向作用。5.研究中還發(fā)現(xiàn)了價格折扣和消費者網(wǎng)購經(jīng)驗等級對觀察學(xué)習(xí)效應(yīng)的調(diào)節(jié)作用。6.我們還對時間因素進行了討論。一方面,我們發(fā)現(xiàn)消費者每天的網(wǎng)購行為規(guī)律,即9～15點、21～24點之間是購物高峰期。另一方面,動態(tài)團購有明顯的開始效應(yīng)和結(jié)束效應(yīng)。
[Abstract]:In the growing popularity of e-commerce era, online shopping has become an important part of the daily consumption of consumers. This demand also led to a variety of online shopping form. Therefore, the research and Exploration on consumer behavior of different forms of online shopping is very necessary.
Since the beginning of 2010, the network group purchase as a new mode of online shopping in Chinese, and rapid rise. However, compared with the online shopping market is a good market prospect, group purchase website since the second half of 2011 the emergence of a large number of losses, the industry situation is very serious. Therefore, how to succeed in the huge market size, is the at the moment group purchase website thought.
In previous studies, many scholars from the perspective of group purchase website or perspective, or from the consumer point of view, set up the theory of consumer behavior of various online shopping context. Literature shows that social learning theory has been widely used in this field. And we focus our attention on the dynamic group purchase mode, social factors, especially the observation the learning effect how to influence consumer decisions by number of people, still needs additional study. Therefore, we hope that through the analysis of the transaction data of domestic large group purchase website, combined with the dynamic observation group purchase factors, learning factors, business factors, the establishment of a suitable model of consumer personal factors and product related factors on consumer behavior. The study provides a theoretical basis for the reform and innovation of the mode group purchase website.
Therefore, we use the MetaStudio of Tmall pre-sale of commercial data collection, and after a certain conversion, using STATA12.0 panel data analysis. The results showed that: 1. of consumers in the face of different types of products (search and experience), showed different decision-making behavior and the rule of the.2. dynamic group purchase situation effect of the size of the product, the discount offered number new complex number.3. dynamic threshold is only in the type of product is offered on the consumer experience type significantly affected.4. observation learning effect has influence on the purchasing behavior of consumers, this is mainly on the increase of.5. significantly positive effect on the number of offered new historical sales in the study found effect of price discount and consumer online shopping experience level to observe the regulatory effect of.6. on our time factors are discussed. In terms of consumer behavior, we find that the rule of online shopping behavior is 9~15 points: the 21~24 point is the peak shopping period. On the other hand, dynamic group buying has obvious beginning and ending effects.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.55

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