节日促销中网上购物用户消费意愿及行为研究
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摘要
随着网络购物用户规模的不断壮大,网络购物企业无论在数量上还是规模上都扩张显著,电子商务企业的竞争日益加剧。面对日益激烈的竞争市场,近年来,各电子商务企业通过不断创新,推出各种各样的营销策略以获取用户和交易量。其中节日促销成为各电商企业的必争领域。电子商务企业在节日促销时的策略与平时有所不同,并且各具特色,研究消费者的购买意愿和行为,对今后企业的节日促销活动提供了理论基础。
本文深入研究节日促销背景下,从消费者的角度,探索性地对消费者在节日促销中进行网络购物的行为过程中外界因素和消费者因素对其购买行为的影响进行了研究。本研究的结论为今后电子商务企业完善和改进节日促销策略提供了理论依据和参考。
本文对消费者行为和消费者意愿的基本理论及目前国内外关于网络购物使用意愿的研究做了有效的总结。经过预调研的模型和量表修正,最终提出了13个影响因素,包括商品价格及运费,产品效用,活动参与度,评论及成交记录,前期宣传,图文展示,促销因素,信息真实性,购物过程的流畅性,售后风险、社会环境因素、人口统计因素和对节日促销的认知程度。并对每个因素进行了解释说明、提出研究假设。
研究结果表示,商品价格及运费、产品效用、活动参与度、评论及成交记录、前期宣传、图文展示、促销因素、信息真实性、购物过程的流畅性、社会环境因素和对节日促销的认知程度这11个因素与购买意愿存在线性正相关关系。活动参与度、对节目促销的认知程度、促销因素、社会环境影响、前期宣传是影响消费者在节日促销时的购买意愿的五大主要因素。不同性别消费者在购买意愿和实际购买行为上存在显著区别,女性比男性更喜欢在节目促销时购买商品。
With the growing scale of online shoppers, online shopping enterprises are expanding significantly in terms of both the number and the size. E-commerce enterprises are facing more intensifying competition. In the face of increasingly fierce competition in the market, in recent years, e-commerce businesses keep innovation and have launched a variety of marketing strategies to get users and transaction volume. Holiday promotions will compete in the field of e-commerce enterprises. Strategies during the holiday promotions are different from the usual promotional activities and with different characteristics. The research of consumer purchase intentions and behavior provides a theoretical foundation for future corporates' promotional activities.
This article, from the consumers' points of view, explores the influences of external factors and consumer factors in the process of online shopping behavior, given background of holiday promotions. The conclusion of this study provides a theoretical basis and reference for e-commerce businesses to refine and improve their future holiday promotion strategies.
This paper summarizes the basic theories of consumer behavior and consumer intension, and the current researches'conclusions regarding online shopping intension. After research model and scales adjustment through pre-survey,13influencing factors are included in the research model, which are prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, information authenticity, fluency of the shopping process, after-sales risk, social and environmental impact, demographic factors and the awareness level of holiday promotion. The paper gives a detailed description of each factor and proposes theoretical assumptions, and then verifies the proposed theoretical model and assumptions using quantitative and statistical methods, such as regression analysis and variance analysis.
The results indicate that prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, fluency of the shopping process, social and environmental impact and the awareness level of holiday promotion these11influencing factors have positive linear correlation with purchase intension. The results also indicate that the activity participation degree, the awareness level of holiday promotion, promotional factor, social and environmental impact and advance publicity are the five major factors that consumers' willingness to purchase during holiday promotions. There is a significant difference between different genders' purchase intentions and actual purchase behavior. Women prefer more to purchase goods in holiday promotions.
本文深入研究节日促销背景下,从消费者的角度,探索性地对消费者在节日促销中进行网络购物的行为过程中外界因素和消费者因素对其购买行为的影响进行了研究。本研究的结论为今后电子商务企业完善和改进节日促销策略提供了理论依据和参考。
本文对消费者行为和消费者意愿的基本理论及目前国内外关于网络购物使用意愿的研究做了有效的总结。经过预调研的模型和量表修正,最终提出了13个影响因素,包括商品价格及运费,产品效用,活动参与度,评论及成交记录,前期宣传,图文展示,促销因素,信息真实性,购物过程的流畅性,售后风险、社会环境因素、人口统计因素和对节日促销的认知程度。并对每个因素进行了解释说明、提出研究假设。
研究结果表示,商品价格及运费、产品效用、活动参与度、评论及成交记录、前期宣传、图文展示、促销因素、信息真实性、购物过程的流畅性、社会环境因素和对节日促销的认知程度这11个因素与购买意愿存在线性正相关关系。活动参与度、对节目促销的认知程度、促销因素、社会环境影响、前期宣传是影响消费者在节日促销时的购买意愿的五大主要因素。不同性别消费者在购买意愿和实际购买行为上存在显著区别,女性比男性更喜欢在节目促销时购买商品。
With the growing scale of online shoppers, online shopping enterprises are expanding significantly in terms of both the number and the size. E-commerce enterprises are facing more intensifying competition. In the face of increasingly fierce competition in the market, in recent years, e-commerce businesses keep innovation and have launched a variety of marketing strategies to get users and transaction volume. Holiday promotions will compete in the field of e-commerce enterprises. Strategies during the holiday promotions are different from the usual promotional activities and with different characteristics. The research of consumer purchase intentions and behavior provides a theoretical foundation for future corporates' promotional activities.
This article, from the consumers' points of view, explores the influences of external factors and consumer factors in the process of online shopping behavior, given background of holiday promotions. The conclusion of this study provides a theoretical basis and reference for e-commerce businesses to refine and improve their future holiday promotion strategies.
This paper summarizes the basic theories of consumer behavior and consumer intension, and the current researches'conclusions regarding online shopping intension. After research model and scales adjustment through pre-survey,13influencing factors are included in the research model, which are prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, information authenticity, fluency of the shopping process, after-sales risk, social and environmental impact, demographic factors and the awareness level of holiday promotion. The paper gives a detailed description of each factor and proposes theoretical assumptions, and then verifies the proposed theoretical model and assumptions using quantitative and statistical methods, such as regression analysis and variance analysis.
The results indicate that prices, product utility, activity participation degree, comments and transaction records, advance publicity, graphic display, promotional factors, fluency of the shopping process, social and environmental impact and the awareness level of holiday promotion these11influencing factors have positive linear correlation with purchase intension. The results also indicate that the activity participation degree, the awareness level of holiday promotion, promotional factor, social and environmental impact and advance publicity are the five major factors that consumers' willingness to purchase during holiday promotions. There is a significant difference between different genders' purchase intentions and actual purchase behavior. Women prefer more to purchase goods in holiday promotions.
引文
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[16]张迪.C2C模式下消费者网上冲动性购买实证研究[D].西南交通大学.2010
[17]肖翠金.大学生消费者B2C网络购物意愿的部分影响因素及其交互作用研 究[D].上海交通大学.2007
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[19]李力.商品价值和网络购物经验对网络消费者信任影响的研究[D].浙江工业大学.2011
[20]楼劫.网络购物影响因素及其过程的研究[D].浙江大学.2006
[21]林梅华.网络购物影响因素实证研究[D].厦门大学.2006
[22]倪慧.网络事件营销之策划与运作探析——以淘宝双十一为例[J].考试周刊.2011(78)：236-237
[23]郑丽凤.电子商务环境下交易成本对购买意愿的影响分析[D].江南大学.2009
[24]高惠璇.应用多元统计分析[M].北京大学出版社.2005(1)
[25]卢纹岱.SPSS统计分析[M].电子工业出版社.2006(6)
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[27]Pavlou, P. A., D. Gefen. Building effective online marketplaces with institution-based trust[J]. Inform. Systems Res.2004,15(1):37-59
[28]杨文捷,陆雄文,黄丽华.网上购买者消费观念与消费倾向研究[J].合肥工业大学学报(自然科学版).2004
[29]程华宝,贡敏.同上购物意向决定因素的实证研究[J].数量经济技术经济研究.2003(11)：150-153
[30]黄珊,刘跃.消费者网上购买行为分析及决策[J].价值工程.2004(7)：117-119
[31]程华.网上消费者行为的理论与实证研究[M].山两经济出版社.2003
[32]李季.高校学生的网上购买行为分析：创新扩散理论的应用[D].北京大学.2003
[33]刘坤.基于电子商务环境的潜在网络购物者行为研究[D].西安科技大学.2004
[34]刘学宗,张建,于书彦.关于量表的信度与效度[J].首都医科大学学报.2001,22(4)：314-317
[35]王海军,徐克静.问卷调查中的信度和效度问题[J].中国健康教育.1994,10(11)：21-23
[36]周毅,孟卫东,柳晓莹.移动数据业务购买意愿的关键影响因素研究[J]. 2010,24(1)：28-34
[37]施华康.消费者对移动支付业务使用意愿的影响因素研究——以大学生和年轻上班族为例[D].浙江大学.2007
[38]冯炜.消费者网络购物信任影响因素实证研究[D].浙江大学.2010
[39]李沁芳.电子商务用户信任影响因素建模及实证研究[D].同济大学.2008
[2]Lei-da Chen, Justin Tan. Technology Adaptation in E-commerce:Key Determinants of Virtual Stores Acceptance[J]. European Management Journal. 2004,22(1):74-86
[3]Peter, Olson. Consumer Behavior and Marketing Strategy[M]. Imin: Homewood,1993
[4]Gefen, D. E-Commerce:The Role of Familiarity and Trust[J]. Omega:The International Journal of Management Science.2000(28):725-737
[5]Cheng Hua. On Government and Company in Developing B to C Model of E-business[J]. Zhejiang University Press.2001(4):53-56
[6]Dyson, P., Farr, A., and Hollis, N. Understanding, measuring, and using electronic marketing[J]. Journal of Advertising Research.36(6)9-12.1996
[7]Rook, Delmis W-The Buying Impulse. Journal of Consumer Research. SePtember 1987,14(2):189-199
[8]Woods. Walter A. Psychological Dimensions of Consumer Decision[J]. Journal Of Marketing.1960,24(3):15-19
[9]George, J. F. The theory of planned behavior and Internet purchasing[J]. Internet Research.2004,14(3):198-212
[10]George, J. F. Influences on the intent to make internet purchases [J]. Internet Research.2002,12(2):165-180
[11]CNNIC.2010年中国网络购物市场研究报告[OL].2011
[12]CNNIC.中国互联网络发展状况统计报告[OL].2011
[13]温骁罡.网络购物接受态度的影响因素研究——基于南宁市大学生的实证分析[D].广西大学.2008
[14]李琪,于珊珊.网络零售业中消费者购买意愿的影响因素研究——基于PLS-SEM方法对交易成本的分析[J].产业经济研究.2011(5)：86-94
[15]王希希.消费者网络购物行为的影响因素研究[D].浙江大学.2001
[16]张迪.C2C模式下消费者网上冲动性购买实证研究[D].西南交通大学.2010
[17]肖翠金.大学生消费者B2C网络购物意愿的部分影响因素及其交互作用研 究[D].上海交通大学.2007
[18]姜婷.年轻消费者网络购物意愿影响因素的综合分析[J].市场调研.2009(14)：154-155
[19]李力.商品价值和网络购物经验对网络消费者信任影响的研究[D].浙江工业大学.2011
[20]楼劫.网络购物影响因素及其过程的研究[D].浙江大学.2006
[21]林梅华.网络购物影响因素实证研究[D].厦门大学.2006
[22]倪慧.网络事件营销之策划与运作探析——以淘宝双十一为例[J].考试周刊.2011(78)：236-237
[23]郑丽凤.电子商务环境下交易成本对购买意愿的影响分析[D].江南大学.2009
[24]高惠璇.应用多元统计分析[M].北京大学出版社.2005(1)
[25]卢纹岱.SPSS统计分析[M].电子工业出版社.2006(6)
[26]吴明隆.SPSS统计应用实务：问卷分析与应用设计[M].科学出版社.2003
[27]Pavlou, P. A., D. Gefen. Building effective online marketplaces with institution-based trust[J]. Inform. Systems Res.2004,15(1):37-59
[28]杨文捷,陆雄文,黄丽华.网上购买者消费观念与消费倾向研究[J].合肥工业大学学报(自然科学版).2004
[29]程华宝,贡敏.同上购物意向决定因素的实证研究[J].数量经济技术经济研究.2003(11)：150-153
[30]黄珊,刘跃.消费者网上购买行为分析及决策[J].价值工程.2004(7)：117-119
[31]程华.网上消费者行为的理论与实证研究[M].山两经济出版社.2003
[32]李季.高校学生的网上购买行为分析：创新扩散理论的应用[D].北京大学.2003
[33]刘坤.基于电子商务环境的潜在网络购物者行为研究[D].西安科技大学.2004
[34]刘学宗,张建,于书彦.关于量表的信度与效度[J].首都医科大学学报.2001,22(4)：314-317
[35]王海军,徐克静.问卷调查中的信度和效度问题[J].中国健康教育.1994,10(11)：21-23
[36]周毅,孟卫东,柳晓莹.移动数据业务购买意愿的关键影响因素研究[J]. 2010,24(1)：28-34
[37]施华康.消费者对移动支付业务使用意愿的影响因素研究——以大学生和年轻上班族为例[D].浙江大学.2007
[38]冯炜.消费者网络购物信任影响因素实证研究[D].浙江大学.2010
[39]李沁芳.电子商务用户信任影响因素建模及实证研究[D].同济大学.2008
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