服务类网络团购消费者购买意愿的实证研究  

Empirical Research on Consumers' Purchase Intention of Service Online Group-buying

作　　者：沈晓萍[1] 蔡舜[1] 徐迪[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《管理工程学报》2016年第4期160-165,共6页Journal of Industrial Engineering and Engineering Management

基　　金：教育部中央高校基本科研业务费(2011221016);教育部人文社会科学研究资助项目(10YJC630010)

摘　　要：本文以日益蓬勃的服务类网络团购为研究对象,基于消费者感知价值理论和信任理论,从感知低价、感知便利和感知信任三个维度来分析消费者购买意愿的影响因素。考虑到其线上购买线下消费(Online to Offline)的特征,感知信任包括对团购网站的信任和对团购商家的信任两个变量。通过对收回的236份有效问卷进行SPSS统计分析及结构方程建模。结果表明,感知低价、感知消费过程、感知商家信任对消费者购买服务类网络团购的意愿具有显著正向影响,而感知网站信任的影响则不显著。最后,本文对网络团购运营者提出建议并指出了进一步研究方向。As a new e-commerce model, online group-buying has been increasingly well-accepted by consurners in China market since 2010. Looking through the online group-buying literature, there are two major streams of research. The first stream of research concentrates on analyzing auction mechanisms and pricing strategies. The second stream of research investigates the online group-buying from behavioral perspective. A large majority of studies focus on explaining user＇s adoption and participation of online group-buying from the technology acceptance lens. However, the role of online group-buying participants as consumers rather than technology users is often overlooked in prior literatures. Meanwhile, service group-buying is becoming more and more popular, and its special consumption process called online to offline （020） is different from the traditional e-commerce model. However, very few researchers distinguish it fIom pure product group-buying. Building upon the consumer perceived value theory and trust theory, this paper examines the effect of perceived discount, perceived convenience and perceived trust on consumers＇ purchase intention of service group-buying from the perspective of consumers. First, consumers＇ perceived value is the Wade-off between perceived benefit and perceived cost. We argue that consumers＇ perceived value consists of outcome value and process value. Perceived discount means that services offered by online group-buying are at a lower price than other channels＇. Perceived convenience means that consumers will improve shopping efficiency and save time or ＇energy when participating in online group-buying. Thus, perceived discount can reduce monetary cost and increase outcome value. Perceived convenience can reduce non-monetary cost and increase process value. Both factors can improve consumers＇ perceived value, thereby enhancing their purchase intention. Second, trust may lower transactional risks and influence consumer＇s purchase decision. Considering the online to offiine

关 键 词：网络团购 消费者感知价值 信任 购买意愿 

分 类 号：F724.6[经济管理—产业经济]