文档介绍：重庆大学本科学生毕业设计(论文)
网络团购参团动机研究
重庆大学经济与工商管理学院
Graduation Design(Thesis) of Chongqing University
Dseign of Buying Online Offered motivation research
Undergraduate: Gao Yu Qi
Supervisor: Prof. Liao Cheng Lin
Major: Logistics management
College of Economics and Business Administration of Chongqing University
June 2012
摘要
在近一年多的时间里电子商务界最耀眼的莫过于网络团购了。自国内首家Groupon模式的团购网站“满座网”上线以来,各类团购网站如雨后春笋般不断涌现。在短短几个月时间内,国内团购网站的数量就达到上千家,业内人士称之为“千团大战”。然而在网络团购热潮不断升温之时,一些团购网站背后的黑幕也逐渐被曝光,网络团购的问题不断出现。在对我国网络团购的发展现状及模式进行研究的基础上,就网络团购中参团动机问题加以分析,网络团购是网络市场的新兴产物,而消费者归属感的形成可促使消费者产生习惯性的消费行为,要想长期维持网络团购,必须促使消费者对网络团购形成归属感。本文阐述了网络团购及参团动机的内涵,分析了网络团购中参团动机的影响因素,探讨了网络团购中消费者参团动机的培养。通过分析网络团购出现的背景及其现状,了解网络团购现在的研究现状,网络团购额盈利模式,运作流程,以及存在的问题等。参考大量资料,研究网络团购的模式的特点,网络团购的发展趋势,以及团购模式的比较。通过调查研究的方法,从影响消费者网络的心理动机因素,团购中消费者的归属感,团购决策心理因素,消费者团购行为等,从这几方面分析网络团购的动机。对动机进行分类,分析动机形成原因,以及其他的重要问题。再结合网络团购案例验证自己的分析结果。通过问卷调查形式,收集影院网络团购新的营销方式对消费者的选择影响,结合前面对参团动机的分析,得出自己的结论。
关键词:网络团购,参团动机,归属感,决策心理,行为分析
Abstract
In recent years the merce industry 's most dazzling work group purchase. Since the first domestic Groupon mode group purchase site "sold-out" on-line since, various types of group purchase sites such as the ceaseless emerge in large numbers like bamboo shoots after a spring rain. In a few months time, the domestic group purchase the number of sites reached thousands of, the industry known as"1000regiments". However, in work when the group purchase upsurge to warm up ceaselessly, some group purchase site behind the black curtain also gradually exposed, network group purchase problems are constantly emerging. On China 'work group purchase development present situation and the pattern based on the study of works motivation, group purchase of problem analysis, The online-buying group is emerging in market, and the online-buying group belonging can prompt to maintaining consumerbehavior. This paper expounds the connotation of the online-buying group and offered motivation, analyzes the influence of the online-buying group offer