發(fā)布時(shí)間：2018-11-18 20:26

【摘要】：近兩年來(lái)由于網(wǎng)絡(luò)團(tuán)購(gòu)的飛速發(fā)展，其所帶動(dòng)的網(wǎng)絡(luò)購(gòu)物總體消費(fèi)者數(shù)量也在迅速的增長(zhǎng)，增長(zhǎng)率在三年時(shí)間里都保持在50%水平，到2013年末，網(wǎng)絡(luò)購(gòu)物總用戶數(shù)量規(guī)模已經(jīng)有2.24億人，在線交易服務(wù)和商品種類(lèi)日益豐富與完善，消費(fèi)者進(jìn)行網(wǎng)絡(luò)購(gòu)物的頻率和金額在一定程度上有了顯著的提高。但自從2013年后半年開(kāi)始網(wǎng)絡(luò)團(tuán)購(gòu)不斷的降溫，網(wǎng)絡(luò)團(tuán)購(gòu)網(wǎng)站的增長(zhǎng)數(shù)量有了大幅度的下滑，網(wǎng)絡(luò)團(tuán)購(gòu)用戶的增長(zhǎng)也變得相對(duì)慢了下來(lái)，許多網(wǎng)絡(luò)團(tuán)購(gòu)網(wǎng)站的用戶也在大量的流失，，目前網(wǎng)絡(luò)團(tuán)購(gòu)的服務(wù)水平良莠不齊，團(tuán)購(gòu)網(wǎng)站的同質(zhì)化趨于嚴(yán)重，消費(fèi)者權(quán)益保障問(wèn)題越來(lái)越明顯。在探討和研究企業(yè)在進(jìn)行商務(wù)活動(dòng)時(shí)，怎么才可以更好地利用網(wǎng)絡(luò)，怎樣才可以激發(fā)消費(fèi)者進(jìn)行網(wǎng)絡(luò)團(tuán)購(gòu)的動(dòng)機(jī)和興趣，從而使得更多人參與到網(wǎng)絡(luò)團(tuán)購(gòu)中去，這正是我國(guó)電子商務(wù)企業(yè)迫切需要解決的一大問(wèn)題，想刺激消費(fèi)者參與到網(wǎng)絡(luò)團(tuán)購(gòu)中，我們就應(yīng)該深入研究調(diào)查在消費(fèi)者參與網(wǎng)絡(luò)團(tuán)購(gòu)時(shí)其購(gòu)買(mǎi)意愿的影響因素。大學(xué)生是我國(guó)網(wǎng)絡(luò)團(tuán)購(gòu)中非常重要的一類(lèi)人群，因此對(duì)大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)的研究顯得也就非常重要了。 本文梳理了大量與研究?jī)?nèi)容相關(guān)的資料。首先，本文對(duì)網(wǎng)絡(luò)團(tuán)購(gòu)的概念進(jìn)行了界定并對(duì)其特點(diǎn)進(jìn)行了簡(jiǎn)單描述。然后，本文對(duì)消費(fèi)者網(wǎng)絡(luò)團(tuán)購(gòu)的購(gòu)買(mǎi)意愿的定義和影響因素分別進(jìn)行了理論綜述。本文又對(duì)技術(shù)接受模型理論模型的發(fā)展和構(gòu)成因素進(jìn)行了文獻(xiàn)研究。在引用原始TAM模型變量的基礎(chǔ)上，很多學(xué)者通過(guò)繼續(xù)引用其他相關(guān)變量來(lái)研究網(wǎng)絡(luò)團(tuán)購(gòu)消費(fèi)者購(gòu)買(mǎi)意愿的影響因素。又由于網(wǎng)絡(luò)團(tuán)購(gòu)自身所具有的特征，學(xué)者們引入了網(wǎng)上購(gòu)物經(jīng)驗(yàn)、網(wǎng)絡(luò)團(tuán)購(gòu)流行度、網(wǎng)絡(luò)團(tuán)購(gòu)的風(fēng)險(xiǎn)性等變量，其中感知易用性、感知風(fēng)險(xiǎn)、感知有用性在很早之前已經(jīng)被學(xué)者們證明它們是影響消費(fèi)者網(wǎng)絡(luò)團(tuán)購(gòu)購(gòu)買(mǎi)意愿的主要因素，所以在本文中也將引入這幾個(gè)變量來(lái)研究影響大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)的購(gòu)買(mǎi)意愿因素。上述理論是本文建立模型和進(jìn)行研究的基礎(chǔ)。 在前人研究的基礎(chǔ)上，本文確立了大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)的購(gòu)買(mǎi)意愿的7個(gè)影響因素，其中網(wǎng)絡(luò)團(tuán)購(gòu)的流行度、感知易用性、網(wǎng)絡(luò)團(tuán)購(gòu)風(fēng)險(xiǎn)性、商品價(jià)格、感知有用性和大學(xué)生個(gè)體特征、商家服務(wù)質(zhì)量。綜合研究的重點(diǎn)以及上述理論分析，本文提出了研究假設(shè)同時(shí)也構(gòu)建了一個(gè)影響大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)的購(gòu)買(mǎi)意愿因素模型，在模型中本文依次研究了7個(gè)因素對(duì)大學(xué)生網(wǎng)絡(luò)團(tuán)購(gòu)的購(gòu)買(mǎi)意愿的影響程度。為了在更大程度上確保使用完善的策略指標(biāo)和使用科學(xué)有效的問(wèn)卷，本文在借鑒前人研究成果的同時(shí)對(duì)相關(guān)文獻(xiàn)進(jìn)行搜集整理來(lái)設(shè)計(jì)出問(wèn)卷。在此同時(shí)為了得到相對(duì)較高的有效度和信度的問(wèn)卷，在正式發(fā)放調(diào)查問(wèn)卷之前對(duì)本校學(xué)生進(jìn)行了預(yù)調(diào)查，按照專(zhuān)家與受調(diào)查者建議，本人對(duì)問(wèn)卷進(jìn)行了一定程度的調(diào)整和完善，得到了最終問(wèn)卷。最終問(wèn)卷共收集到502份，扣除無(wú)效問(wèn)卷，得到446份。對(duì)于調(diào)查數(shù)據(jù)本文采用的統(tǒng)計(jì)方法有：信度/效度檢驗(yàn)、相關(guān)分析和多元回歸分析。
[Abstract]:In the past two years, due to the rapid development of online shopping, the total number of online shopping in the network is growing rapidly, and the growth rate is kept at 50% in the three-year period. By the end of 2013, the total number of users in the network has been 2.24 billion. The online transaction service and the type of the commodity are becoming more and more rich and perfect, and the frequency and the amount of the consumer to make the network shopping have a significant improvement in a certain degree. But since the first half of 2013, the number of online group-buying websites has fallen sharply, and the growth of the online group-buying website is relatively slow, and the users of many network group-buying websites are also losing a lot of losses, At present, the service level of the online group purchase is not good, the homogeneity of the group-order website tends to be serious, and the problem of the protection of the consumer's rights and interests is becoming more and more obvious. in that study and study of the business of the enterprise, how can the use of the network be made better, how to stimulate the motivation and interest of the consumer to carry out the network group purchase, so that more people are involved in the network group purchase, This is a big problem that our country's e-commerce enterprise urgently needs to solve, to stimulate the consumer to participate in the online group purchase, we should study in-depth the influence factor of the customer's willingness to buy when the consumer is involved in the online group purchase. The university students are a very important class of people in the online group purchase of our country, so it is very important to study the college students' network group purchase. In this paper, a large number of research contents related to the content of the research In this paper, the concept of group purchase is defined and its characteristics are simple. In this paper, the definition and influencing factors of the purchase intention of the consumer's network group are discussed. In this paper, the development and the composition of the model of the model of the technology acceptance model are reviewed in this paper. Research. On the basis of reference to the original TAM model variables, many scholars study the effect of online group-order consumers' buying will by continuing reference to other related variables due to the characteristics of the network group purchase, the scholars introduced the online shopping experience, the popularity of the network group, the risk of the network group purchase, and the like, wherein the perception of the usability, the perception, The risk and the perceived usefulness have been proved by the scholars very early that they are the main factors that affect the buying will of the consumer's network group, so this article will also introduce the variables to study the will to influence the purchase will of the college students' network group. The above-mentioned theory is the model and the research in this paper. On the basis of the previous research, this paper establishes the seven influential factors of the purchase intention of the college students' network group purchase, in which the popularity of the online group purchase, the perceived ease of use, the risk of network group purchase, the commodity price, the perceived usefulness and the individual characteristics and the quotient of the college students In this paper, the author puts forward a model of purchasing willingness to influence college students' network group purchase. In this paper, seven factors are studied in this paper to purchase the college students' network group purchase. To the extent to ensure the use of the perfect strategy index and the use of the scientific and effective questionnaire, this paper makes a collection and arrangement of the relevant documents with reference to the previous research results. The questionnaire was designed. At the same time, in order to obtain a relatively high degree of validity and reliability, the students of the school were pre-investigated before the questionnaire was formally issued. According to the advice of the experts and the respondents, I made some adjustment and improvement to the questionnaire. The final questionnaire was collected. A total of 502 questionnaires were collected and an invalid questionnaire was deducted. To 446. The statistical methods used in the survey data include: reliability/ efficiency test, correlation analysis and multiple
【學(xué)位授予單位】：河北經(jīng)貿(mào)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

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