餐饮类产品网络团购成交额影响因素分析

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1、西南交通大学硕士研究生学位论文第1I页AbstractAsanewtypeofe-commercemodel，onlinegroup-buyingwasintroducedtoChinafromUSAanditispopularwithChineseenterprisesandconsBmers．Therapiddevelopmentofthegroup-buyingoncateringhasbeengivengreatattentioninbusinessandacademia．Theonlinegroup-buyingproductsCan

2、bebasicallydividedintophysicalproductsandserviceproducts．Inthepast,peoplepaidmoreattentiontothetangiblephysicalproductsinthestudyofonlineshopping，butlessfortheserviceproducts．Theonlinegroup-buyingofserviceproductsmustbepaidonlineandconsumersacceptservicesoffiineandtherefore，

3、servicesproductsaredifferentfromphysicalproductsinonlinegroup-buying．Sotheresearchabouttheinfluencingfactorsononlinegroup-buyingserviceproductsisverynecessary．Andthispaperwillstudyitbytakingcateringproductsforexample．Thispapercollectedthepastresearchliteratureofonlinegroup-b

4、uyingonserviceproductsandestablishedtheresearchmodelthroughlogicalanalysisandintegration．SamplescalnefromtheWowoGroup’Ssalesdataofcateringproductsin201andcoveredChengdu,Chongqing,Wuhan,Changsha．SPSS16．0statisticalsoftwarewillbeusedforempiricalresearchontheprice，theconvenienc

5、e，quality,safety,regionalincomeandthevalueofproductsandotherfactors’impactontheturnoverofonlinegroup-buying．Themainworkorcontributions：Firstly,itstudiedthefactorsaffectingconsumers’purchasingbehaviorfromtheperspectiveof”productcharacteristics”，anditbelongedtoComplementaryres

6、earchincomparisonwiththepaststudyofconsumerbehavior：consumers’purchaseintentionandmotivation．Thedependentvariable，namelytheonlinegroup-buyingturnover,istrueanditisadirectreflectionofconsumerbuyingbehaviorandhaslowersubjectivitycomparingwimthemeasureonconsunlerpurchaseintenti

7、on．Hence，itexpandsthecontentofconsumerbehavior．Secondly,thispaperclassifiedtheproductsofonlinegroup-buyingandstudiedtheimpactofsomeproductcharacteristicsonconsumerpurchasingbehavioranddrewsomevaluableconclusions．Meanwhile，thepaperalsopointedouttheproblemsthatexistintheonline

8、group-buyingcateringproductsandgavecorrespondingrecommendationsfortheenterp