基于整合模型的社区团购价值共创运营模式优化研究  

Research on the Optimization of Value Co-Creation Operation Mode of Community Group-Buying Based on Integration Model

作　　者：张晶[1] 关迎新 张春姣 付若楠 邵可欣 刘冰梅 ZHANG Jing;GUAN Yingxin;ZHANG Chunjiao;FU ruonan;SHAO Kexin;LIU Bingmei(School of Management,Henan University of Science and Technology,Luoyang 471000,China)

机构地区：[1]河南科技大学管理学院,河南洛阳471000

出　　处：《河南科技》2022年第15期127-130,共4页Henan Science and Technology

基　　金：教育部人文社科基金项目“众创空间生态视域下创新与创业耦合及协同成长研究”(17YJA630134);河南科技大学大学生研究训练计划(SRTP)项目“社区团购新零售模式优化研究”(2021271)。

摘　　要：社区团购是新零售背景下产生的一种新的零售商业模式。新冠肺炎疫情暴发使社区团购依靠着独特的发展潜力迅速崛起,成为互联网平台的必争之地。随着社区团购的不断发展,运营模式单一、缺乏创新、价格战等问题也逐渐显现。目前学界对社区团购双边关系的综合性分析关注较少,影响了社区团购的进一步发展。因此,本研究将通过整合KANO模型与UTAUT模型,针对消费者三个不同层次的需求,测量绩效期望、努力期望、社会影响和促进条件等变量,分析其对消费者行为的影响,研究消费者与平台价值共创机制,从而优化社区团购的运营模式。Community group-buying is a new business model under the new retail background.Due to the outbreak of COVID-19,community group-buying has rapidly risen with unique development potential and become a competitive place for Internet platforms.With the continuous development of community group buying,some problems gradually appear,such as single operation mode,lack of innovation,lack of comprehensive analysis on the bilateral relationship of community group buying.These problems has af⁃fected the further development of community group buying.By integrating KANO model and UTAUT model,this paper analyzes the influence mechanism of three kinds of consumer needs on value co creation behavior,and then optimizes the operation mode of community group-buying.

关 键 词：社区团购 运营模式 价值共创 

分 类 号：F724.6[经济管理—产业经济]