本文關(guān)鍵詞： 大數(shù)據(jù) 推薦商品 購買意圖 購買行為　出處：《遼寧大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)、物聯(lián)網(wǎng)的興起,使得網(wǎng)絡(luò)營銷得以快速發(fā)展。作為人們?nèi)粘Ｉ钪胁豢苫蛉钡囊徊糠?網(wǎng)絡(luò)購物改變了人們傳統(tǒng)的購物模式。進(jìn)行網(wǎng)絡(luò)購物之前,消費者必然要全面了解商品,因此,商品信息在消費者實際購買過程中發(fā)揮著重要作用。然而,隨著電子商務(wù)的不斷發(fā)展,商品信息量快速增加,海量的商品信息給消費者的購買決策帶來了巨大的困擾。與此同時,由于生活水平的不斷提高,消費者挑選商品時,已經(jīng)不僅僅關(guān)注其實用性,對異質(zhì)性需求也進(jìn)一步加大。如何幫助消費者從種類繁多的網(wǎng)絡(luò)商品中挑選出滿意的、個性化的商品,顯得尤為重要。“大數(shù)據(jù)”時代,網(wǎng)絡(luò)用戶無時無刻不在生產(chǎn)數(shù)據(jù),電子商務(wù)企業(yè)在復(fù)雜的大數(shù)據(jù)環(huán)境中高效搜索、抓取、分析、處理有價值的數(shù)據(jù),根據(jù)消費者的瀏覽記錄、購買記錄等歷史信息,準(zhǔn)確地判定消費者的需求、興趣與愛好,確保為消費者精準(zhǔn)的推送個性化商品。本研究的創(chuàng)新點在于以大數(shù)據(jù)時代為研究背景對消費者的購買行為進(jìn)行實證研究,具有較強(qiáng)的實踐價值。本研究立足于消費者的角度,分析在“大數(shù)據(jù)”的時代背景下,網(wǎng)絡(luò)推薦商品的排名、口碑?dāng)?shù)量以及口碑傳播方向?qū)οM者購買行為產(chǎn)生的影響。利用網(wǎng)絡(luò)調(diào)查平臺發(fā)布問卷,共回收到255份有效問卷。通過對調(diào)查問卷的統(tǒng)計、分析,證實了網(wǎng)絡(luò)推薦商品的排名、口碑?dāng)?shù)量、口碑傳播方向均顯著正向影響消費者購買意圖,消費者購買意圖顯著正向顯著影響消費者購買行為。網(wǎng)絡(luò)推薦商品的排名、口碑傳播方向?qū)οM者購買意圖的影響中,產(chǎn)品卷入度起到了顯著正向調(diào)節(jié)作用,口碑?dāng)?shù)量對消費者購買意圖的影響中產(chǎn)品卷入度起到了顯著負(fù)向調(diào)節(jié)作用。研究結(jié)論為電子商務(wù)企業(yè)、購物網(wǎng)站制定富有競爭力的營銷策略、進(jìn)行科學(xué)的管理提供借鑒。
[Abstract]:The Internet, the rise of the Internet of things, the network marketing is developing rapidly. As an indispensable part of people's daily life, online shopping changed the traditional mode of shopping. Before online shopping, consumers will have to fully understand the products, therefore, plays an important role in the process of the actual purchase of commodity information consumers. However, with the the continuous development of e-commerce, the rapid increase in the amount of information goods, mass merchandise information has brought great distress to the consumer's purchase decision. At the same time, because the life level unceasing enhancement, consumers in the selection of goods, has not only concern the practicability, also further increase the heterogeneity of demand. How to help consumers from different kinds of network goods selected satisfactory, personalized products, is particularly important. The big data era, network users not every hour and moment In the production data, efficient search, e-commerce enterprises in the big data environment in the complex capture, analysis, processing of valuable data, according to consumer browsing records, purchase records and other historical information, and accurately determine the consumers' needs, interests and hobbies, to push personalized merchandise for consumers. This research is accurate the innovation lies in the era of big data as the research background of empirical research on consumer purchase behavior, has a strong practical value. This research is based on the consumer's point of view, in the analysis of "big data" background, network recommendation ranking, influence word-of-mouth quantity and reputation propagation direction of consumer purchase behavior the online survey platform released. Questionnaire, 255 valid questionnaires were recovered. Through statistical analysis of the questionnaire, confirmed the ranking network recommendation, the number of word of mouth, The propagation direction of reputation are significant positive impact on consumer purchase intentions and consumer purchase intention positively influence consumer buying behavior. Network recommendation ranking, the propagation direction of reputation and purchase intentions of consumers, product involvement plays a positive regulatory role, the number of word-of-mouth on consumer purchase intention influence product involvement plays a significant negative role. The conclusion of the study for e-commerce enterprises, establish the competitive marketing strategy of shopping sites, scientific management to provide reference.

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

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