基于扎根理论的网购消费行为影响机制研究——以唯品会网站评论为例  

作　　者：张康洁 蒋辉 张怀英[1] 

机构地区：[1]吉首大学商学院 [2]吉首大学发展规划与学科建设处

出　　处：《企业经济》2017年第12期95-101,共7页Enterprise Economy

基　　金：国家自然科学基金项目"武陵山片区特色农业适度规模经营效率与实现路径研究"(项目编号:71363015);国家自然科学基金项目"竞合对新创企业成长性绩效的影响机制研究"(项目编号:71503101);国家社科基金重大项目"基于改革视角下国家粮食安全问题研究"(项目编号:14ZDA041);国家民委研究项目"民族地区一二三产业融合发展路径研究"(项目编号:2016-GMF-018);湖南省"湖湘青年英才计划"支持项目(项目编号:湘财行指[2016]82号);湖南省教育厅优秀青年项目"武陵山片区农业生产要素配置市场化改革模式与路径研究"(项目编号:16B218)

摘　　要：本文以我国第三大电商唯品会为例,将具影响力的网站论坛评价作为主要的编码内容,从宏观经济、电商平台和消费者的角度进行扎根理论分析,提出了网购消费行为影响模型,即消费情境-消费引力-消费意愿3个主范畴,及其对应的11个子范畴。同时,进一步研究了网购消费行为的影响机理,并从注重科技创新能力,加强多领域合作、严控产品品质,注重细化与特色、洞察消费市场与心理,开拓营销新路径、全方位提升综合能力,满足市场多样化需求方面提出了相关建议。该研究不仅丰富了已有的相关理论,也为我国电商企业的健康持续性发展,提供了较大的参考价值。Taking the China＇s third largest e-commerce vipshop as an example, this paper uses the influential website BBS evaluations as the main code content, and based on grounded theory, this paper puts forward the influence model of online shopping consumption behavior, which includes consumption situation, consumption attraction and consumption intention and corresponding eleven sub categories from the perspective of macro-economy, e-commerce platform and consumer. Finally, it conducts a further study on the influencing mechanism of online shopping behavior and proposes related suggestions, such as highlighting S＆T innovative abilities, strengthening cooperation in many fields, strictly controlling product quality and paying attention to refinement and features, fully perceiving the consuming market and psychology, exploring new marketing paths, making an all-round promotion of comprehensive abilities, and meeting market diversification needs. The research can not only enrich the relevant theories, but also provide a reference to the sustainable development of Chinese e-commerce company.

关 键 词：网购消费行为 影响机制 论坛评价 扎根理论 

分 类 号：F276[经济管理—企业管理]