【摘要】：在這個(gè)信息發(fā)達(dá)的年代,雖然市場(chǎng)上的產(chǎn)品種類越來(lái)越多,但企業(yè)想要消費(fèi)者從產(chǎn)品或服務(wù)中獲得滿足感和稀缺感卻越來(lái)越不容易了。一方面是因?yàn)樾畔l(fā)達(dá),消費(fèi)者很容易就能了解新發(fā)布的產(chǎn)品或服務(wù);另一方面是由于經(jīng)濟(jì)的快速發(fā)展,消費(fèi)者的物質(zhì)生活水平已大幅度提高。在這種情況下,消費(fèi)者越來(lái)越難以被產(chǎn)品或服務(wù)吸引了,各類企業(yè)都在通過(guò)不同的促銷活動(dòng)來(lái)引起消費(fèi)者的興趣,隨之而來(lái)的是一些限制性促銷越來(lái)越被企業(yè)重視。那么,不同的限制策略不同的限制力度會(huì)對(duì)顧客網(wǎng)購(gòu)行為會(huì)產(chǎn)生怎樣的影響呢?現(xiàn)有文獻(xiàn)中大多數(shù)是研究促銷策略對(duì)顧客感知價(jià)值的影響,對(duì)于近些年比較流行的網(wǎng)絡(luò)限制性促銷研究比較少。本研究通過(guò)問(wèn)卷調(diào)查來(lái)收集所需的數(shù)據(jù),利用統(tǒng)計(jì)學(xué)軟件IBM SPSS20.0通過(guò)方差分析、相關(guān)分析、線性回歸分析等多種方法對(duì)所收集的數(shù)據(jù)進(jìn)行研究。使用定量分析以及定性分析相結(jié)合的研究方式,基于S-O-R過(guò)程模型,首先探究在網(wǎng)絡(luò)限制性促銷中,不同限制策略以及不同的限制力度對(duì)顧客網(wǎng)購(gòu)行為的影響;其次探究了產(chǎn)品類型在限制性促銷對(duì)顧客網(wǎng)購(gòu)行為影響中的調(diào)節(jié)作用;最后探究了顧客感知價(jià)值在限制性促銷對(duì)顧客網(wǎng)購(gòu)行為影響中的中介作用。得到以下結(jié)論:1、不同的時(shí)間(數(shù)量)限制力度下,顧客發(fā)生網(wǎng)購(gòu)行為的可能性是不同的,當(dāng)時(shí)間(數(shù)量)限制力度越大,顧客發(fā)生網(wǎng)購(gòu)行為的可能性越大;2、限時(shí)力度影響顧客網(wǎng)購(gòu)行為時(shí),產(chǎn)品類型起著一定的調(diào)節(jié)作用,且當(dāng)產(chǎn)品可評(píng)估性較高(VS.較低)時(shí),更能促進(jìn)限時(shí)力度對(duì)顧客網(wǎng)購(gòu)行為的影響;限制類型影響顧客網(wǎng)購(gòu)行為時(shí),產(chǎn)品類型起著一定的調(diào)節(jié)作用,且當(dāng)產(chǎn)品可評(píng)估性較高(VS.較低)時(shí),限時(shí)促銷比限量促銷更能促進(jìn)顧客的網(wǎng)購(gòu)行為;3、感知價(jià)值在限時(shí)力度和限量力度對(duì)顧客網(wǎng)購(gòu)行為的影響中是完全中介的。文章不但豐富了限制性促銷對(duì)顧客網(wǎng)購(gòu)行為的影響的研究,還有助于幫助企業(yè)把握消費(fèi)者對(duì)各類促銷購(gòu)買限制的反應(yīng)及其原因,對(duì)企業(yè)營(yíng)銷者如何制定更為有效的限制性促銷策略具有重要的啟發(fā)。
[Abstract]:In this age of information, although there are more and more kinds of products in the market, it is increasingly difficult for enterprises to obtain satisfaction and scarcity from products or services. On the one hand, because of the advanced information, consumers can easily understand the newly released products or services; on the other hand, because of the rapid development of the economy, consumers' material standard of living has been greatly improved. In this case, it is more and more difficult for consumers to be attracted by products or services. All kinds of enterprises are attracting consumers' interest through different promotional activities. So, different restriction strategies and different restrictions will have a different impact on customer online shopping behavior? Most of the existing literature is focused on the impact of promotional strategies on customer perceived value, but few on the more popular online restrictive promotion in recent years. In this study, the data was collected by questionnaire, and the data was studied by the statistical software IBM SPSS20.0 by means of variance analysis, correlation analysis, linear regression analysis and so on. Using quantitative analysis and qualitative analysis, based on the S-O-R process model, this paper first explores the influence of different restriction strategies and different restrictions on customers' online shopping behavior. Secondly, it explores the regulatory role of product types in the influence of restricted promotions on customers' online shopping behavior. Finally, it explores the intermediary role of customer perceived value in the impact of restrictive promotions on customers' online shopping behavior. The conclusions are as follows: 1. Under different time (quantity) restriction, the possibility of customer online shopping behavior is different, when time (quantity) restriction is greater, The more likely customers are to have online shopping behavior; 2, when limited time intensity affects customer online shopping behavior, product type plays a regulating role, and when product evaluability is higher (VS.) When the limit is low, it can promote the influence of the time limit on the customers' online shopping behavior, and when the restriction type affects the customer's online shopping behavior, the product type plays a certain role in regulating the behavior, and when the product is evaluable (VS.) (3) perceived value is completely intermediary in the influence of limited time and limited strength on customers' online shopping behavior. This article not only enriches the research on the influence of restricted sales promotion on customers' online shopping behavior, but also helps enterprises to grasp the reaction of consumers to various kinds of sales promotion and purchase restrictions and the reasons for them. It has important enlightenment to the enterprise marketers how to formulate more effective restrictive promotion strategy.
【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】：2017
【分類號(hào)】：F724.6;F274;F713.55

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