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论文编号：	12531
作者编号：	2120192872
上传时间：	2021/6/15 11:51:20
中文题目：	基于SOR模型的大学生拼团团购购买意愿影响因素研究
英文题目：	Research on influencing factors of college students'' willingness to purchase online based on SOR model
指导老师：	杨坤
中文关键字：	大学生网络拼购；影响因素；购买意愿；SOR模型
英文关键字：	Online shopping for College Students; Influence factor; Willingness to purchase; SOR model
中文摘要：	伴随着我国近年来移动互联网技术的发展和升级，微信、微博等网络社交媒体层出不穷，人们的网络在线社交活动也随着这些软件的普及而变得简单和频繁。在这样的背景和环境下，带有社交属性的网络拼团团购悄然兴起。网络拼团团购的消费者和传统网络购物的消费者也存在差异。数据表明，大学生是网络拼团团购的主要购买人群之一，但对大学生在这种拼购中购买意愿的影响因素还缺乏相关研究。 本文针对网购拼团团购这种当下流行的电子商务模式，以大学生群体为研究对象，通过对国内外相关文献的阅读整理，基于风险减少理论、稀缺效应、六度分割理论和“刺激-机体-反应”模型，构建了研究模型和提出相关假设，通过实证研究方法对其购买意愿的影响因素进行研究。根据“刺激-机体-反应”模型，以商品价格折扣率、购买时间压力、商品总数量限制、参团人数作为环境刺激变量，将感知风险分为感知产品风险和感知交易过程风险，以此作为机体变量，将与拼购信息分享者关系强度作为调节变量，以此展开研究。 本文使用问卷调查法，有效问卷349份，使用SPPSS22.0对数据进行相关处理和假设检验，研究结果显示：商品价格折扣率、购买时间压力、数量限制这三个变量正向影响拼购者的感知产品风险和感知交易过程风险，参团人数这个变量负向影响拼购者的感知产品风险和感知交易过程风险；拼购过程中拼购者的感知产品风险和感知交易过程风险都负向影响拼购者的购买意愿；感知产品风险和感知交易过程风险在价格折扣率、时间压力、数量限制、参团人数和购买意愿之间起中介作用；与拼购信息分享者关系强度在感知产品风险、感知交易过程风险和拼购者购买意愿之间起调节作用。 和以往学者的研究相比，本文选择大学生作为特定研究对象，加入与拼购信息分享者关系为调节变量，从理论上丰富了消费者网络拼购意愿和特定消费群体拼购意愿的相关研究；从实践上可为相关企业的精准化营销提供相关的理论基础和参考依据，帮助有关企业更好更快更精准地进行传播和营销，对于提升电商平台的网络营销质量和效率也有一定的指导意义和应用价值。
英文摘要：	With the development and upgrading of mobile Internet technology in China in recent years, WeChat, micro-blog and other online social media emerge in an endless stream, and people's online social activities become simple and frequent with the popularity of these software. Under such background and environment, online shopping groups with social attributes have emerged. Online group buying refers to the provision of commodity prices and a fixed number and scale of goods by merchants. Consumers use their own network or social relationships to initiate online group buying. After successful group buying, they can purchase goods at the group purchase price and obtain certain price discounts or value-added services. There are differences between the consumers of online shopping and traditional online shopping. As one of the main groups of online shopping, college students are lack of relevant research on the influencing factors of their willingness to purchase in the process of online shopping. In this thesis for the current popular e-commerce model of online shopping group purchase, the college students are taken as the research object to study their willingness to purchase. According to the SOR model, the perceived risk is divided into perceived product risk and transaction process perceived risk according to the discount rate of commodity prices, purchase time pressure, total quantity limit of commodity and the number of participants as environmental stimulus variables. The perceived risk is regarded as the organism variable, and the relationship strength with information sharing participants is regarded as the adjustment variable Response to purchase intention. After reading and sorting out relevant domestic and foreign documents, this study constructed a research model and put forward relevant hypotheses, and then carried out the research through the empirical research method. 349 valid questionnaires were collected in the formal survey by using the questionnaire survey method, and the data were processed and tested by using SPPSS22.0. The results show that: the discount rate of commodity price, the pressure of purchase time The 3 variables of quantity restriction have positive impact on the perceived product risk and perceived transaction process risk of the collators. The number of participants has negative impact on the perceived product risk and perceived transaction process risk of the collators. The perceived product risk and perceived transaction process risk of the collators have negative impact on the willingness to purchase of the collators Process risk plays an intermediary role among price discount rate, time pressure, quantity limit, number of participants and purchase intention; the intensity of relationship with information sharing participants plays a regulatory role between product risk perception, transaction process risk perception and purchase intention of the buyer. Compared with previous scholars' research, this paper selects college students as specific research objects, and adds the relationship with the information sharer of collage as the adjusting variable, which theoretically enriches the relevant research on consumers' online collage willingness and specific consumer groups' collage willingness; in practice, it can provide relevant theoretical basis and reference basis for relevant enterprises' precision marketing, and help relevant enterprises to be more competitive Good faster and more accurate communication and marketing, to improve the quality and efficiency of e-commerce platform network marketing also has certain guiding significance and application value.
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