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《網(wǎng)絡(luò)價(jià)格促銷對(duì)消費(fèi)者購(gòu)買行為影響的實(shí)證研究.pdf》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、網(wǎng)絡(luò)價(jià)格促銷對(duì)消費(fèi)者購(gòu)買行為影響的實(shí)證研究摘要隨著互聯(lián)網(wǎng)的普及和電子商務(wù)技術(shù)的日趨成熟，我國(guó)的網(wǎng)絡(luò)購(gòu)物用戶規(guī)模逐漸皮大。網(wǎng)絡(luò)購(gòu)物已經(jīng)成為網(wǎng)絡(luò)生活不可或缺的一部分。網(wǎng)絡(luò)商家紛紛制定不同營(yíng)銷策略以最大限度的吸引用戶，其中價(jià)格促銷因其效果明顯受到網(wǎng)絡(luò)商家的青睞。與時(shí)俱進(jìn)地選擇與時(shí)代發(fā)展相符的促銷策略有助于網(wǎng)絡(luò)商家實(shí)現(xiàn)自身經(jīng)營(yíng)目的與創(chuàng)造利潤(rùn)。網(wǎng)絡(luò)商家需要迅速更新營(yíng)銷觀念與方法，對(duì)傳統(tǒng)的促銷模式進(jìn)行改進(jìn)更新，有效利用網(wǎng)絡(luò)促銷方式引導(dǎo)更多的消費(fèi)者由傳統(tǒng)購(gòu)物轉(zhuǎn)變?yōu)榫W(wǎng)絡(luò)購(gòu)物擴(kuò)大自身商品在市場(chǎng)中的份額本文結(jié)合傳統(tǒng)購(gòu)物環(huán)境下消費(fèi)者行為理論和價(jià)格促銷相關(guān)
2、研究，提出網(wǎng)絡(luò)購(gòu)物情境下，價(jià)格促銷對(duì)消費(fèi)者購(gòu)買行為影響的模型。通過(guò)問(wèn)卷調(diào)查和數(shù)據(jù)分析，驗(yàn)證各變量之間的關(guān)系以及模型的合理性。研宄結(jié)果顯示，不同價(jià)格促銷方式對(duì)消費(fèi)者感知促銷有用、感知促銷易用、感知促銷風(fēng)險(xiǎn)均有顯著差異，感知促銷有用、感知促銷易用對(duì)購(gòu)買意愿有正向影響，感知促銷風(fēng)險(xiǎn)對(duì)購(gòu)買意愿有負(fù)向影響。本文研究成果為網(wǎng)絡(luò)商家研宄消費(fèi)者購(gòu)買行為，制定可行有效的營(yíng)銷方案提供了理論支持?；诒疚膶?shí)證研宄成果，為網(wǎng)絡(luò)商家進(jìn)行促銷活動(dòng)提供多方面的建議。關(guān)鍵詞：價(jià)格促銷購(gòu)買意愿購(gòu)買行為技術(shù)接受模型STUDYONTHEIMPACTOFONLINEPRI
3、CEPROMOTIONTOTHEPURCHASEBEHAVIOROFCONSUMERSABSTRACTWiththerapidspreadoftheInternetande-commercetechnologymatures,thescaleofChina'sonlineshoppersareexpandingsignificantly,onlineshoppingenterpriseshasbecomeanindispensablepartofonlinelife,onlineshoppingenterprisesmakesvar
4、iousmarketingstrategiestoattractcustomers,duetoobviouseffect,pricepromotionhasbeenattractedbyInternetbusinesses.Choosingproperpromotionstrategiescanhelponlineshoppingenterprisesachievetheirbusinessobjectivesandcreateprofits,onlineshoppingenterprisesneedtoquicklyupdatet
5、hemarketingconceptandmethods,improvethetraditionalpromotionstrategies,encourageconsumersshoppingbyinternet,expanditsmarketshare.Basedonconsumerbehaviortheoryandpricepromotionresearch,thispaperconstructsconsumers'spurchasebehaviormodelundertheinfluenceofdifferentpricepr
6、omotionstrategy.Thispapercollectedcorrelativedatathroughthequestionnairesurveyanddataanalyzetoconfirmtherelationshipsofeachvariableaswellastherationalityofthemodel.TheresultsofthestudyshowthatconsumerperceptionbringbydifferentpricepromotionstrategyhavesignificantdifFer
7、ences.Perceivedpromotionusefulnessandperceivedpromotionconveniencerespectivelypositiveinfluenceonconsumers'purchaseintention,andperceivedpromotionrisknegativeeffectonconsumers'purchaseintention.Inpractice,theresultsofthestudyprovidestheoreticalsupportforonlineshoppinge
8、nterprisesdevelopingeffectivemarketprograms.Atthesametime,empiricalresearchresultcanprovidespromotionadviceforonlines
