發(fā)布時(shí)間：2018-06-17 17:17

  本文選題：網(wǎng)購(gòu)心理成本 + 價(jià)格差異��； 參考：《東華大學(xué)》2015年碩士論文

【摘要】：中國(guó)電子商務(wù)因技術(shù)的革新而步入移動(dòng)互聯(lián)網(wǎng)時(shí)代，伴隨而來(lái)的是新的商業(yè)模式和新的消費(fèi)者行為特征。本文認(rèn)為企業(yè)需要洞悉消費(fèi)者心理，并據(jù)此制定價(jià)格策略才能實(shí)現(xiàn)網(wǎng)絡(luò)渠道與傳統(tǒng)渠道的協(xié)同效應(yīng)，從而在新的市場(chǎng)環(huán)境中不斷提高品牌競(jìng)爭(zhēng)力。 一方面，在前人研究的基礎(chǔ)上，本文提出了消費(fèi)者網(wǎng)購(gòu)心理成本的概念，建立起基于網(wǎng)購(gòu)心理成本的需求模型，討論了商品在網(wǎng)絡(luò)渠道與傳統(tǒng)渠道的價(jià)格差異與網(wǎng)購(gòu)心理成本的三種不同關(guān)系，對(duì)企業(yè)開(kāi)展電子商務(wù)業(yè)務(wù)前后利潤(rùn)變化的影響。從而以心理成本為解釋變量，對(duì)企業(yè)進(jìn)入電子商務(wù)市場(chǎng)卻不能獲益的現(xiàn)象提出理論說(shuō)明，提示了重視網(wǎng)購(gòu)心理成本對(duì)企業(yè)的意義，并且給出了兩個(gè)渠道之間價(jià)格差異的合理范圍和理論最優(yōu)值。 另一方面，在前人研究的基礎(chǔ)上，本文歸納了影響消費(fèi)者網(wǎng)購(gòu)心理成本的主要因素，并通過(guò)實(shí)證檢驗(yàn)的方法，證實(shí)了這些心理因素對(duì)網(wǎng)絡(luò)渠道與傳統(tǒng)渠道價(jià)格差異的影響關(guān)系，從而不僅反映了消費(fèi)者網(wǎng)購(gòu)心理成本存在的客觀(guān)性，提供了網(wǎng)購(gòu)心理成本影響價(jià)格差異形成的有力論據(jù)，并且通過(guò)影響因素對(duì)網(wǎng)購(gòu)心理成本進(jìn)行了更加深入的探究。 基于以上兩個(gè)方面，，本文為即將、或已經(jīng)開(kāi)展電子商務(wù)業(yè)務(wù)的企業(yè)提出了一些參考建議。首先，企業(yè)在進(jìn)入電子商務(wù)市場(chǎng)前應(yīng)進(jìn)行審慎思考，應(yīng)對(duì)所售商品、所處電子商務(wù)環(huán)境對(duì)消費(fèi)者的心理影響進(jìn)行全面梳理，找尋降低網(wǎng)購(gòu)心理成本的有效路徑，為獲得盈利和利潤(rùn)增長(zhǎng)爭(zhēng)取空間。其次，企業(yè)應(yīng)針對(duì)網(wǎng)購(gòu)心理成本而制定一個(gè)合理的價(jià)差，在兩個(gè)渠道互為補(bǔ)充中增強(qiáng)實(shí)體店的“體驗(yàn)店”功能、發(fā)揮電子商務(wù)手段的優(yōu)勢(shì)，以開(kāi)拓新市場(chǎng)和提高運(yùn)營(yíng)效率兩方面著手，走一條結(jié)合自身實(shí)際的轉(zhuǎn)型之路。 同時(shí)，在研究的過(guò)程中，本文還提出了對(duì)網(wǎng)絡(luò)購(gòu)物行為、電子商務(wù)成熟度的新見(jiàn)解，對(duì)商品非數(shù)字屬性的理論擴(kuò)充，對(duì)實(shí)證檢驗(yàn)?zāi)Ｐ椭行睦硪蜃淤x值方法的創(chuàng)新。
[Abstract]:E-commerce in China has entered the era of mobile Internet due to technological innovation, accompanied by a new business model and new characteristics of consumer behavior. This paper holds that enterprises need insight into consumers' psychology and make price strategies to realize the synergistic effect between network channels and traditional channels so as to improve brand competitiveness in the new market environment. On the one hand, on the basis of previous studies, this paper puts forward the concept of psychological cost of consumer online shopping, and establishes a demand model based on psychological cost of online purchase. This paper discusses three different relationships between the price difference of commodity in the network channel and the traditional channel and the psychological cost of online purchase, and the influence on the profit change before and after the enterprise carries out e-commerce business. Therefore, taking psychological cost as the explanatory variable, this paper puts forward a theoretical explanation of the phenomenon that an enterprise can not benefit from entering the e-commerce market, which indicates the significance of paying attention to the psychological cost of online shopping to the enterprise. The reasonable range and theoretical optimum value of the price difference between the two channels are given. On the other hand, on the basis of previous studies, this paper sums up the main factors that affect the psychological cost of consumers' online shopping, and proves the influence of these psychological factors on the price difference between the network channel and the traditional channel by the method of empirical test. It not only reflects the objectivity of consumers' psychological cost of online shopping, but also provides a powerful argument that the psychological cost of online shopping affects the price difference, and makes a deeper exploration of the psychological cost of online shopping through influencing factors. Based on the above two aspects, this paper puts forward some reference suggestions for the enterprises that are about to, or have carried out e-business. First of all, enterprises should think carefully before entering the electronic commerce market, should deal with the goods sold and the psychological influence of the electronic commerce environment on consumers, and find the effective way to reduce the psychological cost of online shopping. Gain room for profit and profit growth. Secondly, the enterprise should make a reasonable price difference according to the psychological cost of online shopping, strengthen the "experience store" function of the physical store in the two channels to complement each other, and give play to the advantage of the means of electronic commerce. In order to open up new market and improve the operation efficiency, we should take the road of transformation combining with our own reality. At the same time, in the process of research, this paper also puts forward a new view on the behavior of online shopping, the maturity of e-commerce, the expansion of the theory of non-digital attributes of commodities, and the innovation of the evaluation method of psychological factors in the empirical test model.
【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】：2015
【分類(lèi)號(hào)】：F724.6;F274

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