群体压力和时间距离对消费者网络团购意愿的影响研究
时间:2018-07-06 11:17 来源:毕业论文 作者:毕业论文 点击:次
| 摘要随着电子商务的发展，网络团购作为一种新型消费模式，已经被人们所广泛接受。关于消费者网络团购意愿影响因素的探讨，成为了一个新兴的研究热点。本文基于S-O-R模型，以感知价值和积极情绪为中介变量，提出了群体压力和时间距离对消费者网络团购意愿影响的假设模型。采用情境模拟和问卷调查相结合的方法对所提出的研究模型进行验证，通过数据分析发现：群体压力对感知价值和网络团购意愿有正向影响；时间距离对积极情绪和网络团购意愿有反向影响；感知价值和积极情绪对网络团购意愿有正向影响；积极情绪在时间距离和消费者网络团购意愿之间起到部分中介效应。根据研究结论，分别向团购网站、团购商家和消费者提出了建议。25342 关键词 网络团购 群体压力 时间距离 购买意愿 毕业论文外文摘要 Title Impact of Group Pressure and Time Distance on Customer Purchase Intention in Group-buying on the Web Abstract With the development of e-commerce, online group shopping, as a new consumption model, has been widely accepted by people. Discussions on influencing factors of consumers’ intentions of online group shopping has become an emerging research hotspot. Based on S-O-R model and taking perceived value as well as positive mood as intervening variable, this essay puts forward presumptive model on influences group pressure and time distance have on consumers’ intentions of online group shopping. This essay examines the research model with the help of the combination of situational simulation and questionnaire survey. And data analysis shows that group pressure has positive influence on perceived value and intentions of online group shopping while time distance has negative influence on positive mood and intentions of online group shopping. Perceived value and positive mood has positive influence on intentions of online group shopping and positive mood has intervening effect between time distance and consumers’ intentions of online group shopping. According to results of the researches, this essay respectively puts forward suggestions to websites, merchants and consumers of group shopping. Keywords group-buying group pressure time distance purchase intention 目 次 1 绪论 1 1.1 研究背景与意义 1 1.2 研究内容与框架 2 1.3 研究方法 4 1.4 可能的创新点 5 2 相关文献综述 5 2.1 网络团购 5 2.2 消费者网络团购意愿 6 2.3 群体压力和时间距离 8 3 模型构建和假设提出 9 3.1 概念模型的构建 9 3.2 研究假设的提出 11 3.3 本章小结 13 4 访谈实验与调查问卷 14 4.1 访谈实验 14 4.2 调查问卷 15 5 数据分析与假设检验 18 5.1 描述性统计分析 18 5.2 信度与效度分析 19 5.3 假设检验 21 6 研究结论与展望 27 6.1 研究结论 27 6.2 营销与消费建议 28 6.3 研究局限与展望 29 结 论 30 致 谢 31 参考文献32 附 录 35 图1.1 2013-2014年团购/手机团购用户规模及使用率 1 (责任编辑：qin) |