网络团购购买意向影响因素的模型研究  

A Study on the Influential Factors of the Internet Group Buying

作　　者：刘晓斌[1] 江辉[1] 

机构地区：[1]广东商学院工商管理学院,广州510320

出　　处：《企业活力》2012年第12期36-41,共6页Enterprise Vitality

摘　　要：近年来,网络团购作为一种新的商业模式,发展得非常迅速,受到了消费者和商家的青睐。对于商家而言,如何提高顾客的购买意向关系到商家能否在激烈的竞争中脱颖而出。而时间压力、信任、参照群体和限购是影响网络团购顾客购买意向的关键因素。对这四个因素的研究不仅有利于团购研究领域的深化,更有利于商家采取有效的实施来提高顾客的"购买欲"。At present,the Internet group buying as a new business model,develops very well and causes wide concern of consumers and businesses.How to improve the purchase intention of consumers is vital as to whether merchants can survive and win or not in fierce competition.And time pressure,trust,reference group and limited purchasing are key factors which can have great influence on purchasing intention of group purchasing.The study about the four factors is not only beneficial to enlarging the study field of group purchasing but also more conducive to the businesses who take effective measures to improve＂the desire of buying＂.

关 键 词：购买意向 已团购人数 时间压力 参照群体 限购 

分 类 号：F014.5[经济管理—政治经济学]