本文選題：網(wǎng)店 + 實(shí)體店　； 參考：《安徽工業(yè)大學(xué)》2016年碩士論文

【摘要】：電子商務(wù)的飛速發(fā)展,對(duì)傳統(tǒng)實(shí)體銷售構(gòu)成了巨大的威脅,同時(shí)使得消費(fèi)者面臨著愈加復(fù)雜的購(gòu)物環(huán)境,購(gòu)買者也慢慢地從原來(lái)單一渠道的購(gòu)買轉(zhuǎn)換為如今多渠道的購(gòu)買。面對(duì)愈加復(fù)雜的購(gòu)物環(huán)境,消費(fèi)者將會(huì)如何選擇呢?特別是當(dāng)代青年群體會(huì)如何選擇呢?眾所周知,消費(fèi)者是最大利益的追求者,何種渠道能夠提供最大化的利益和價(jià)值,消費(fèi)者自然就相信了他,選擇了他。由此,渠道感知價(jià)值必將影響著消費(fèi)者對(duì)渠道的選擇。本文從消費(fèi)者的視角出發(fā),探究顧客在不同商品類型下的渠道選擇傾向,以及渠道感知價(jià)值四個(gè)維度(渠道感知價(jià)格價(jià)值、渠道感知品質(zhì)價(jià)值、渠道感知情感價(jià)值和渠道感知社會(huì)價(jià)值)對(duì)渠道選擇傾向的影響作用,這不僅能夠豐富現(xiàn)有理論,而且亦能為經(jīng)營(yíng)不同商品的商家提供針對(duì)性的營(yíng)銷建議。本文借鑒已有文獻(xiàn)中的商品分類標(biāo)準(zhǔn),將商品分為快速消費(fèi)品、耐用品、奢侈品和服務(wù)四類,分四組設(shè)計(jì)調(diào)研問(wèn)卷。以青年群體為主要調(diào)查對(duì)象,利用網(wǎng)絡(luò)平臺(tái)和實(shí)地兩種方式發(fā)放問(wèn)卷,使用spss17.0統(tǒng)計(jì)分析軟件對(duì)搜集的數(shù)據(jù)進(jìn)行整理、分析和檢驗(yàn),得到如下結(jié)論:(1)針對(duì)快速消費(fèi)品的購(gòu)買,顧客大多愿意選擇實(shí)體店進(jìn)行購(gòu)買。這主要是由于渠道感知價(jià)格價(jià)值和渠道感知品質(zhì)價(jià)值對(duì)快速消費(fèi)品的購(gòu)買渠道選擇產(chǎn)生了顯著性影響。(2)針對(duì)耐用品的購(gòu)買,消費(fèi)者大多愿意選擇實(shí)體店渠道進(jìn)行購(gòu)買。這主要是由于渠道感知價(jià)格價(jià)值、渠道感知品質(zhì)價(jià)值和渠道感知情感價(jià)值對(duì)購(gòu)買渠道選擇產(chǎn)生了顯著性影響。(3)針對(duì)奢侈品的選購(gòu),消費(fèi)者大多愿意選擇實(shí)體店進(jìn)行購(gòu)買。這主要是由于渠道感知價(jià)格價(jià)值、渠道感知品質(zhì)價(jià)值、渠道感知情感價(jià)值和渠道感知社會(huì)價(jià)值對(duì)購(gòu)買渠道選擇產(chǎn)生了顯著性影響。(4)針對(duì)服務(wù)性產(chǎn)品的購(gòu)買,消費(fèi)者大多愿意選擇網(wǎng)店進(jìn)行購(gòu)買。這主要是由于渠道感知價(jià)格價(jià)值和渠道感知品質(zhì)價(jià)值對(duì)服務(wù)性產(chǎn)品的購(gòu)買渠道選擇產(chǎn)生了顯著性影響。
[Abstract]:The rapid development of electronic commerce poses a huge threat to the traditional physical sales, at the same time, consumers are faced with more and more complex shopping environment, buyers are slowly changing from the original single-channel purchase to the multi-channel purchase. In the face of increasingly complex shopping environment, how will consumers choose? How do contemporary youth groups, in particular, choose? As we all know, the consumer is the best interest pursuer, which channel can provide the maximum benefit and value, the consumer naturally believed him, chose him. As a result, the perceived value of the channel will affect the choice of the channel. From the perspective of consumers, this paper explores the channel selection tendency of customers under different commodity types, and the four dimensions of channel perceived value (channel perceived price value, channel perceived quality value, channel perceived quality value). The influence of channel perceived emotional value and channel perceived social value on channel selection tendency can not only enrich the existing theories but also provide targeted marketing advice for merchants who operate different commodities. This paper draws lessons from the commodity classification standard in the literature, divides the commodity into four categories: fast moving goods, durable goods, luxury goods and service, and designs the questionnaire in four groups. Taking the youth group as the main survey object, using the network platform and the field two ways to distribute the questionnaire, using the spss17.0 statistical analysis software to collate, analyze and test the collected data, and get the following conclusion: 1) the purchase of fast moving consumer goods. Most customers are willing to choose physical stores to buy. This is mainly because channel perceived price value and channel perceived quality value have a significant impact on the choice of fast moving consumer goods purchasing channel. This is mainly due to the channel perceived price value, channel perceived quality value and channel perceived emotional value have a significant impact on the choice of purchasing channels. This is mainly due to the channel perceived price value, channel perceived quality value, channel perceived emotional value and channel perceived social value have a significant impact on the purchase of channel selection. Most consumers are willing to choose online shops to buy. This is mainly due to the significant influence of channel perceived price value and channel perceived quality value on the purchase channel selection of service products.
【學(xué)位授予單位】：安徽工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55;F724.6;F721

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