摘要
运用联合分析方法探讨了网络团购中对消费者购买选择行为偏好的影响因素。研究结果表明:从整体上看,消费群体在网络团购时最关注的是团购价格,其次依次为餐饮种类、到达所需时间、有效期限和折扣;女性消费者主要依据产品的团购价格作团购决定,偏好于低价格、低折扣;而男性消费者主要依据餐饮种类作团购决定,并且不仅仅看重价格,还会综合考量其他因素。同时,对团购产品的市场占有率进行了分析和预测,为团购网站和商家设计团购产品,制定营销策略提供了决策依据。
By using a conjoint analysis experiment,the empirical study on the catering industry examined the effects of group-buying product category,buying price,discount,time of arriving at the restaurant and validity period on consumers＇ preferences.The results showed that buying price is the biggest consideration for group-buying consumers,followed by product category,arriving time,validity period,and discount.Female consumers tend to make purchasing decisions based on buying prices,and they prefer lower prices and discounts.In contrast,male consumers rely more on product categories to make purchasing choices.They not only care about prices but also take into account other factors synthetically.Finally,a prediction was made about the market share of group-buying products,which might provide a strong basis for group-buying websites in decision making and merchants in designing products and developing marketing strategies.
出处
《东北大学学报（社会科学版）》
CSSCI
北大核心
2011年第5期404-409,415,共7页
Journal of Northeastern University(Social Science)
基金
中央高校基本科研业务费专项资金资助项目(2011RC1006)
关键词
网络团购
消费者偏好
联合分析法
group-buying
consumers＇ preference
conjoint analysis
