本文選題：團(tuán)購 + 信息傳播��； 參考：《北京郵電大學(xué)》2015年碩士論文

【摘要】：團(tuán)購作為近年來新出現(xiàn)的網(wǎng)絡(luò)購物模式,出現(xiàn)之后就成為互聯(lián)網(wǎng)的熱點(diǎn)。團(tuán)購網(wǎng)站目前已成為主打本地生活服務(wù)的020平臺(tái),為消費(fèi)者提供了優(yōu)質(zhì)的服務(wù)。團(tuán)購平臺(tái)有著低價(jià)低折性、商品有限性、時(shí)間限制性等特點(diǎn),與傳統(tǒng)電子商務(wù)模式并不完全相同。探究團(tuán)購模式的特點(diǎn)及在團(tuán)購平臺(tái)上信息傳播機(jī)制,是對(duì)網(wǎng)絡(luò)消費(fèi)者行為研究的補(bǔ)充,也為團(tuán)購平臺(tái)運(yùn)營者提供指導(dǎo)意見,同時(shí)還可以為其他網(wǎng)絡(luò)購物模式的發(fā)展提供參考。因此研究團(tuán)購平臺(tái)上信息傳播機(jī)制具有重要的意義。 口碑傳播是團(tuán)購信息傳播流程的一環(huán)。消費(fèi)者在團(tuán)購平臺(tái)上發(fā)布的口碑信息會(huì)直接影響到企業(yè)的銷量,因此應(yīng)重視團(tuán)購口碑的管理,將它納入企業(yè)營銷關(guān)注的范疇。企業(yè)辛苦建立起來的品牌,也許會(huì)被一條口碑擊毀。因此必須對(duì)口碑給予足夠的重視。相比國外研究,國內(nèi)對(duì)團(tuán)購模式下的信息傳播研究成果較少。在團(tuán)購環(huán)境下的網(wǎng)絡(luò)口碑研究更是非常匱乏。本文先對(duì)團(tuán)購模式下信息傳播機(jī)制進(jìn)行探討,然后研究了團(tuán)購環(huán)境下網(wǎng)絡(luò)口碑對(duì)消費(fèi)者購買意愿的影響。 本文采用實(shí)驗(yàn)研究的方法,首先分析了團(tuán)購環(huán)境下信息傳播的機(jī)制,根據(jù)分析結(jié)果建立了網(wǎng)絡(luò)口碑與網(wǎng)絡(luò)消費(fèi)者購買意愿的關(guān)系模型,檢驗(yàn)了網(wǎng)站類型對(duì)該模型的調(diào)節(jié)效應(yīng)。研究采用問卷調(diào)查方法收集數(shù)據(jù),運(yùn)用SPSS17.0和AMOS17.0統(tǒng)計(jì)分析軟件對(duì)數(shù)據(jù)進(jìn)行信度分析、效度分析、驗(yàn)證性因子分析和結(jié)構(gòu)方程模型檢驗(yàn),得出以下結(jié)論：網(wǎng)絡(luò)口碑的視覺線索、數(shù)量、內(nèi)容相關(guān)性及內(nèi)容專業(yè)性影響消費(fèi)者瀏覽網(wǎng)站時(shí)的感知風(fēng)險(xiǎn)和信任,進(jìn)而影響網(wǎng)絡(luò)消費(fèi)者的購買意愿；網(wǎng)站類型在此過程中起調(diào)節(jié)作用。具體而言,相比在團(tuán)購型網(wǎng)站上購物,消費(fèi)者在非團(tuán)購型網(wǎng)站上購物時(shí)被網(wǎng)絡(luò)口碑影響產(chǎn)生的感知風(fēng)險(xiǎn)更大。 最后,本文根據(jù)研究結(jié)論,對(duì)團(tuán)購平臺(tái)運(yùn)營和企業(yè)在團(tuán)購平臺(tái)上的口碑營銷提出了建議,并對(duì)本研究的局限和未來研究方向進(jìn)行了分析。
[Abstract]:As a new online shopping model in recent years, group-buying has become a hot spot on the Internet. Group purchase website has become the main local life service 020 platform, to provide high-quality services for consumers. The group-buying platform has the characteristics of low price and low discount, limited goods and limited time, which is not exactly the same as the traditional electronic commerce mode. Exploring the characteristics of group-buying mode and information dissemination mechanism on group-buying platform is a supplement to the research of online consumer behavior, and also provides guidance for the operators of group-buying platform. At the same time, it can also provide reference for the development of other online shopping modes. Therefore, it is of great significance to study the information dissemination mechanism on the group-buying platform. Word-of-mouth communication is a link in the information communication process of group purchase. The word-of-mouth information released by consumers on the group-buying platform will directly affect the sales volume of enterprises, so we should attach importance to the management of group-buying word-of-mouth and bring it into the scope of enterprise marketing attention. The brand that the enterprise builds painstakingly, may be destroyed by a word of mouth. Therefore, we must pay enough attention to the word of mouth. Compared with foreign research, the domestic research results of information dissemination under the mode of group-buying are less. In group purchase environment under the network word-of-mouth research is very scarce. This paper first discusses the mechanism of information dissemination in group buying mode, and then studies the influence of internet word of mouth on consumers' willingness to buy in group buying environment. In this paper, the mechanism of information transmission in group buying environment is analyzed by using the method of experimental research. According to the analysis results, the relationship model between online word-of-mouth and consumers' willingness to buy is established, and the adjustment effect of website type to this model is tested. The data were collected by questionnaire, and the reliability analysis, validity analysis, confirmatory factor analysis and structural equation model test were carried out by using SPSS 17.0 and AMOS17.0 statistical analysis software. The following conclusions were drawn: visual clues of network word-of-mouth. The quantity, relevance and professionalism of content affect the perceived risk and trust of consumers when they browse the website, and then affect the willingness of online consumers to buy, and the type of website plays a regulatory role in this process. In particular, consumers are more likely to be influenced by online word of mouth when shopping on non-group-buying websites than on group-buying websites. Finally, according to the conclusion of the study, this paper puts forward some suggestions on the operation of group purchase platform and the word-of-mouth marketing of enterprises on group purchase platform, and analyzes the limitations of this study and the future research direction.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

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