【作者】 朱俊；

【导师】 陈水芬；

【作者基本信息】 浙江财经学院 ， 企业管理， 2012， 硕士

【副题名】基于从众角度

【摘要】 国内第一家网络团购公司成立于2010年,一年后团购网站数量超过5000家。然而,许多消费者由于担心安全、不知道或者不了解网络团购等原因而未参与,使得消费者群体需进一步挖掘。团购网站由于数量多且同质化问题严重而竞争激烈,因此有些企业采取了不正当的手段来吸引消费者,导致了消费者和政府相关部门对网络团购企业的诚信产生了质疑,提高了消费者对网络团购的感知风险。2011年9月,400家团购网站倒闭,大多由于未遵循信用原则而被市场淘汰,行业销售额开始出现负增长,“倒闭潮”已经来临。现在,单靠“低价”卖点不足以吸引足够多的消费者参与网络团购来促进行业的进一步繁荣,目前最重要的是降低消费者的感知风险。网络团购相比其他网络购物方式,更容易引发消费者的从众心理,因此本文以“从众”作为切入点来研究网络团购的感知风险及其影响因素。这样更有针对性,并与其他网络购物方式的感知风险及影响因素的研究成果相区别。在具体的研究过程中,本文做了以下工作:第一,回顾从众理论研究成果,总结出从众的四个方面的影响因素,在参考了网络购物感知风险相关研究、结合网络团购自身特点的基础上,提炼出从众刺激因素;第二,参考现有的网络购物感知风险的文献,结合网络团购的自身特点,提出网络团购感知风险维度;第三,构建从众刺激因素影响消费者网络团购感知风险的研究模型,并提出相关假设;第四,参考现有量表的基础上,结合研究的具体情况,修改得到研究量表,并通过问卷调查的方式取得研究数据;第五,利用SPSS统计分析软件进行数据分析,进行了信度效度分析、因子分析、皮尔逊相关分析以及多元线性回归分析。通过实证分析得出了以下结论:一是消费者因素方面,消费者对信息认知清晰度越高,自信程度越低,易引起从众心理,显著降低他所感知到的社会风险和服务风险,虽然对经济风险和功能风险也存在影响,但作用比较小;二是产品因素方面,产品若是知名品牌,消费者会认为这是社会公认的结果而显著降低他所感知到的四类风险,另外,产品的价格越高,属于复杂购买,易引起从众心理,显著降低消费者所感知到的四类风险;三是参照群体因素方面,参团人数的规模越大,群体评价越好,易引起从众心理,消费者感知到的四类风险也越小,而对功能风险和社会风险的影响作用是四种因素中最大的;四是网站形象因素方面,网站的知名度和评价越好,易引起从众心理,使消费者感知到的经济风险、功能风险和服务风险越小,但对社会风险无影响,另外,对于经济风险和服务风险的影响作用是四种因素中最大。最后本文根据所得结论,为团购网站提供六点发展建议:第一,开设消费者留言板块和快速投诉回应;第二,差异化经营,提高网站的品牌知名度;第三,提高参与团购商品的质量;第四,与其他行业的企业形成联盟,挖掘某一群体的消费者;第五,发展高价值的商品团购网站;第六,增强网络团购网站的社区功能,培养忠诚客户。更多还原

【Abstract】 The first internal group purchase websites was established in 2010, and the number of group purchase website was more than 5000 after a year. Many consumers are not involved in because they are worried about security and they do not know or do not understand group buying on the Web, making the need to further tap the consumer groups. However, the number of multi-buy website and homogenization as a serious problem, they took improper means to attract consumers, leading to the consumers and the relevant government departments do not believe the integrity of enterprise networks buy into question. In September 2011, there are 400 group purchase websites failed, negative growth in industry sales, bankrupt tendency has arrived. Bad management, no reputable companies inevitably lose out. To enable more consumers to buy in to the network, the most important thing is to reduce their perceived risk.Group buying on the Web compared to other online shopping means is more likely people herd mentality, so this article to”conformity”as a starting point to study the perceived risk of group buying on the Web and its influencing factors. This is more targeted, and with the existing online shopping and perceived risk factors to distinguish the research results.In the specific study, this article has done the following work: First, tidying up the existing network of customers, on the basis of perceived risks, conformity theory research results, research on the construction of this model, and to recommend appropriate assumptions; Second, this study data obtained through a questionnaire survey, questionnaire in reference to the existing scale, based on the specific circumstances of the study in conjunction with some revisions; Third, the data analysis using SPSS statistical analysis software, for the reliability and validity analysis, factor analysis, Pearson correlation analysis and Multiple linear regression analysis.Through empirical analysis reached the following conclusions: The first is consumer factors, the higher consumers’awareness of the information, the lower the degree of confidence,it is easily to lead to a herd mentality, significantly reducing his perceived social risk and service risk, although it has impact on economic risk and function risk.,but the effect is relatively small; The second is product factors, if the products is the well-known brand, consumers will think this is a result of the community recognized so he will reduce four risks that he percevied, in addition, the higher the price of the product, is a complex purchase, can easily lead to herd mentality, significantly reduce the four categories of consumer perceived risk; The third is reference group factors, the larger the number of group, the better the group evaluation,can easily lead to herd mentality, consumers perceive the four categories of risk to the smaller,while it is the biggest impact factor to functional risk and social risks in four factors.The fourth is site image factors,the better site visibility and evaluation,the more easily to lead to herd mentality, so that consumers perceived economic risks, functions risk and service risk are less, but it is no effect of social risks, in addition, it is the largest influence to the economic risks and services risk of four factors.Finally, the article is based on empirical research findings, to group purchase websites provides a seven-point development proposals: first, set up complaints with the consumer message plates and quick response; Second, develop differences in management, improve the brand awareness of group purchase websites; Third, to enhance participation in buy product quality; fourth, be formed Alliance with other industry, mining a particular group of consumers; Fifth, develop high-value commodities group purchase websites; Sixth, enhance network buy site of a community, develop loyal customers.更多还原