本文選題：O2O　切入點：消費者購買決策模型　出處：《武漢理工大學(xué)》2015年碩士論文

【摘要】：“互聯(lián)網(wǎng)+”是互聯(lián)網(wǎng)發(fā)展新形態(tài)下的創(chuàng)新模式,是知識社會創(chuàng)新推動下的互聯(lián)網(wǎng)形態(tài)演進。伴隨知識社會的來臨,驅(qū)動當(dāng)今社會變革的不僅僅是無所不在的網(wǎng)絡(luò),還有無所不在的數(shù)據(jù)和知識�！盎ヂ�(lián)網(wǎng)+”代表一種新的經(jīng)濟形態(tài),即充分發(fā)揮互聯(lián)網(wǎng)在生產(chǎn)要素配置中的優(yōu)化和集成作用,將互聯(lián)網(wǎng)的創(chuàng)新成果深度融合于社會經(jīng)濟各領(lǐng)域之中。O2O模式正是“互聯(lián)網(wǎng)+”的典型發(fā)展模式。O2O(Online to Offline)就是把互聯(lián)網(wǎng)線上的消費者帶到現(xiàn)實的實體商店中去——通過在線支付購買線下服務(wù),再到線下實體店中去享受產(chǎn)品或服務(wù)。近年來,隨著智能終端的普及,本地生活市場的擴大,O2O逐漸向本地商務(wù)、生活服務(wù)、LBS等方面發(fā)展,各行業(yè)加速轉(zhuǎn)變商業(yè)模式,包括餐飲、服裝、百貨、便利店、打車、電影、旅行、生鮮等,為消費者帶來更便捷的生活。在O2O模式下消費者的消費行為、商家的營銷策略必將隨之改變,但是產(chǎn)品依然是消費的核心。因此,本文的目的即在于研究O2O模式下,企業(yè)如何改變產(chǎn)品營銷策略,為消費者帶來更好的購物體驗,提高線上向線下的轉(zhuǎn)化率和消費者的品牌粘度。在國內(nèi)外學(xué)者對消費者購買決策模型、整體網(wǎng)絡(luò)產(chǎn)品及技術(shù)接受模型的基礎(chǔ)上,結(jié)合O2O模式下我國消費者的購買行為特點,分別從整體網(wǎng)絡(luò)產(chǎn)品的主體產(chǎn)品、信息產(chǎn)品和產(chǎn)品平臺對感知度和購買意愿的影響分析,構(gòu)建O2O模式下消費者購買決策模型。通過參考國內(nèi)外學(xué)者對主體產(chǎn)品、信息產(chǎn)品和產(chǎn)品平臺、感知度、購買意愿變量的測量量表,開發(fā)出符合本研究的測量量表,并提出假設(shè)。通過問卷調(diào)查,運用SPSS19.0統(tǒng)計軟件對問卷數(shù)據(jù)進行分析,包括對樣本的人口特征和各變量進行描述性分析,對問卷內(nèi)部一致性進行信度分析,對問卷效度進行探索型因子分析,對假設(shè)通過相關(guān)和回歸分析進行驗證,并對驗證結(jié)果進行討論,針對性得提出整體網(wǎng)絡(luò)產(chǎn)品的產(chǎn)品營銷策略。本文的創(chuàng)新點在于結(jié)合O2O模式下產(chǎn)品的特點,構(gòu)建了三層次整體網(wǎng)絡(luò)產(chǎn)品模型和整體網(wǎng)絡(luò)產(chǎn)品購買決策模型,并在此基礎(chǔ)上,提出整體網(wǎng)絡(luò)產(chǎn)品的產(chǎn)品營銷策略,為企業(yè)轉(zhuǎn)型提供參考性建議。
[Abstract]:"Internet" is the innovation mode under the new form of Internet development and the evolution of Internet form driven by innovation in knowledge society. With the advent of knowledge society, it is not only the ubiquitous network that drives the transformation of today's society. There is also ubiquitous data and knowledge. The "Internet" represents a new form of economy, that is, to give full play to the role of the Internet in the optimization and integration of the allocation of factors of production, Integrating the innovative achievements of the Internet deeply into the social and economic fields. O2O model is the typical development model of the Internet. O2OOnline to offline is to bring the consumers on the Internet to the real physical stores. Online payment for offline services, In recent years, with the popularity of intelligent terminals, the expansion of the local living market has gradually moved to local business, life services, LBS, and other aspects. Various industries have accelerated the transformation of business models, including catering, and so on. Clothing, department stores, convenience stores, taxi, movies, travel, fresh and so on, for consumers to bring a more convenient life. But the product is still the core of consumption. Therefore, the purpose of this paper is to study how to change the marketing strategy of product under the O _ 2O model and bring consumers a better shopping experience. On the basis of the domestic and foreign scholars' model of consumer purchase decision, the overall network product and technology acceptance model, combined with the O2O model, the characteristics of Chinese consumers' purchase behavior are combined. Based on the analysis of the influence of the main product, information product and product platform of the whole network product on perception and purchase intention, this paper constructs the consumer purchase decision model under the O2O model. Information products and product platforms, perception, willingness to buy variables measurement scale, developed in accordance with this study, and proposed hypotheses. Through the questionnaire survey, the use of SPSS19.0 statistical software to analyze the questionnaire data, It includes descriptive analysis of population characteristics and variables, reliability analysis of internal consistency, exploratory factor analysis of questionnaire validity, validation of hypothesis through correlation and regression analysis. The product marketing strategy of the whole network product is put forward. The innovation of this paper is to combine the characteristics of the product under the O _ 2O mode. On the basis of the three-level overall network product model and the overall network product purchase decision model, the paper puts forward the product marketing strategy of the whole network product, and provides the reference suggestions for the enterprise transformation.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.36

【參考文獻】

相關(guān)期刊論文 前10條

1 呂晶晶;張新國;;論互動媒體使用對學(xué)齡前兒童購買意愿的影響——基于扎根理論方法的研究[J];經(jīng)濟研究導(dǎo)刊;2014年29期

2 方芳;;論企業(yè)互聯(lián)網(wǎng)產(chǎn)品營銷之策略[J];商場現(xiàn)代化;2012年20期

3 卓駿;;互聯(lián)網(wǎng)視角下的網(wǎng)絡(luò)產(chǎn)品(E-PRODUCT)層次結(jié)構(gòu)分析[J];電子商務(wù);2010年10期

4 丁明利;;網(wǎng)絡(luò)環(huán)境下的產(chǎn)品策略探析[J];北方經(jīng)濟;2008年05期

5 李傳亮;;網(wǎng)絡(luò)產(chǎn)品層次劃分探討[J];商場現(xiàn)代化;2006年34期

6 陳明;網(wǎng)絡(luò)營銷的產(chǎn)品層次與策略研究[J];商業(yè)時代;2005年30期

7 溫忠麟,侯杰泰,張雷;調(diào)節(jié)效應(yīng)與中介效應(yīng)的比較和應(yīng)用[J];心理學(xué)報;2005年02期

8 張建魯,葛祿青,吳軍;電子商務(wù)對消費者行為的影響分析[J];企業(yè)經(jīng)濟;2004年05期

9 西寶,楊曉冬;網(wǎng)絡(luò)營銷策略:消費者行為黑箱與客戶滿意度[J];商業(yè)研究;2003年09期

10 黎志成,劉枚蓮;電子商務(wù)環(huán)境下的消費者行為研究[J];中國管理科學(xué);2002年06期

相關(guān)博士學(xué)位論文 前4條

1 劉冰;移動商務(wù)消費者采納的影響因素及實證研究[D];北京郵電大學(xué);2010年

2 王海萍;在線消費者粘性研究[D];山東大學(xué);2009年

3 王國才;基于產(chǎn)品差異化理論的網(wǎng)絡(luò)產(chǎn)品競爭研究[D];復(fù)旦大學(xué);2005年

4 王萍;基于數(shù)據(jù)挖掘技術(shù)的消費者行為研究[D];吉林大學(xué);2004年

相關(guān)碩士學(xué)位論文 前2條

1 雷霞;消費者購買決策過程的實證分析[D];廣西大學(xué);2007年

2 鐘小娜;網(wǎng)站特性和消費者個體特征對網(wǎng)絡(luò)購物接受度的影響[D];浙江大學(xué);2006年

，

本文編號：1698175