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论文编号：	3207
作者编号：	2120092387
上传时间：	2011/6/3 23:42:57
中文题目：	团购网站团购项目选择的影响因素研究
英文题目：	Study on the Influential Factors of Buying Item Selection of the Group Buying Website
指导老师：	李桂华
中文关键字：	团购项目 团购网站 团购行为 影响因素
英文关键字：	Group Buying Item, Group Buying Site, Group Buying Behavior, Influential Factor
中文摘要：	网络团购的流行迅速席卷了各大城市，也引起了很多学者的注意，但是更多的研究集中在了这种新的网络购物的模式的发展、弊端或是消费者的团购行为，而以团购网站为研究对象，研究他们的运营机制和如何选择团购项目的因素却没有人涉及。 本文通过对团购和团购网站的研究来分析团购行为的特点和团购网站的运行机制，提出团购网站如何选择合适的团购项目，影响团购项目选择的因素又有哪些。通过内容分析和案例研究最终得出对团购项目选择影响的具体因素。 第一章主要是研究的背景及目的，也就是说为什么会研究这个问题，研究的思路和方法，即如何展开研究，运用什么方法进行研究，最后是研究内容和研究框架，说明要研究的具体内容是什么； 第二章是论文的文献回顾部分，首先通过对文献的回顾总结了团购的概念、发展与特点，然后对团购网站运营的模式及特点进行分析，再次分析消费者个体与群体行为的特点，最后对可能的影响因素进行分析，通过对集团购买、传统电子商务网站和消费者团购行为的分析得出可能的影响因素，提出团购网站选择团购项目影响因素的初始模型； 第三章则进入论文的具体研究阶段，包括深度访谈和内容分析两大部分，首先对深度访谈的实施过程和获得的资料进行描述，然后通过内容分析法对资料进行编码等工作，得出内容分析的结果对初始模型进行印证； 第四章则通过案例分析对模型中影响因素的作用进行更深一步的证明，并且通过选择具有代表性的团购网站，对其团购数据进行分析来了解这些影响因素的作用机制，也能更好的对初始模型进行论证和小范围的修正； 第五章则总结了论文研究的结论，并且指出了该研究在不同领域的贡献，同时指出了研究的局限性，以此来指明未来的研究方向。 通过研究我们根据发生作用的时间不同把团购项目选择的影响因素分成了三类，第一类团购前期的影响因素：交易返点、商品特性、商品价格折扣、商家信誉；第二类团购即时影响因素：团购期限、参与团购人数、网页信息；第三类是团购消费的影响因素：隐性消费、消费期限、合作持久性。通过内容分析法我们证明了这三类因素都会影响团购项目的选择，并且对各个因素的重要性进行了排序，最后通过案例分析也证明了在实际团购时这些因素确实能够影响团购的选择，并且对影响作用的机制和结果都进行了相应的分析。
英文摘要：	The popular of network group buying quickly swept through major cities, it is also attracted the attention of many scholars, but more research is concentrated in the development of this new model of online shopping, malpractice or consumer behavior, but no one involved in the research from the point of view of the Web site, studying their operating mechanism and the factors how to choose the item of group buying. Based on the studying of the group buying and group buying site, this paper analyze the characteristics and behavior of the operating mechanism of the buying site. And the buying site how to choose the right items, which are the factors that affect the buying item. Through content analysis and case studies to work out the specific factors influence the item selection. The first chapter is the background and purpose of the study, that is why studying the issue, research ideas and methods, that is, how to start research, what methods used to study, finally, the research content and research framework indicate the specific content of the study; The second chapter is the literature review, the first through the review of the literature, summarized the concept of the group buying, development and characteristics, and then analyzed the pattern and characteristics of the buying Web site, and then analyzed the consumer characteristics of individual and group behavior, finally analyzed the factors that may influence, through the analysis of the group purchases, traditional e-commerce sites and consumers group buying behavior, worked out the possible factors, and then come to put forward the initial model of the influential factors of the choice of the buying item; The third chapter comes to the specific research of the paper, including depth interviews and content analysis, the first describe the implementation of the process of depth interviews and how to access the data, and then by coding the data of the content analysis and other work derived the results of the content analysis to confirmed the initial model; The fourth chapter through a case analysis to evidence the effect of the factors deeper, and the author selected a representative site, and analyzed the data of the group buying to understand the mechanism of these factors; it can better demonstrate the initial model and amend in small-scale. The fifth chapter summarizes the thesis findings and pointed out that the contribution of research in different fields, the study also pointed out the limitations, in order to indicate the direction of future research. According to the different time of the factors influence, we sorted out the factors that influence the choice of the buying item into three categories in the study. First the pre-buy factors: transaction rebate, product characteristics, product price discounts, business reputation; The second category is the buying immediate impact factors: buying duration, the number of group buying, page information; the third category is the buying consumption factors: hidden consumption, consumption duration, and co-persistence. Through the content analysis we show that these three factors will affect the choice of buy items, and the importance of each factor were sequenced, and finally proved by case analysis also proved that in the actual buying time these factors can indeed impact the options of the buying items, and the mechanisms of influence and the results were analyzed accordingly.
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