节日促销期间消费者的购买意愿及购买行为研究.docVIP

  节日促销期间消费者的购买意愿及购买行 为研究 5 摘要：本文探索性地采用问卷调查的方法研究了在节日促销的背景下，影响消费者的网络购 物意愿和行为的影响因素。经过预调研的模型和量表修正，在模型中提出了 13 个影响因素， 并分别对每个因素进行了解释说明并提出理论假设，通过回归分析和方差分析等统计处理方 10 15 20 25 30 35 40 法，对数据进行分析处理，对提出的理论模型和假设进行验证。研究结果表示活动参与度、 对节日促销的认知程度、促销因素、社会环境影响和前期宣传是影响消费者在节日促销时购 买意愿的五大主要因素。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。 关键词：企业管理；购买意愿；购买行为；影响因素；节日促销 中图分类号：C93 Purchase intention and behavior analysis of consumers during the holiday promotion YANG Miao, KAN Kaili (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876) Abstract: This paper explores the influencing factors of consumers online shopping intensions and behaviors given the background of holiday promotion, using questionnaires studies. After research model and scales adjustment through pre-survey, 13 influencing factors are included in the research model. The paper gives a detailed description of each factors and proposes theoretical assumptions, and then verify the proposed theoretical model and assumptions using quantitative and statistical methods, such as regression analysis and variance analysis. The results indicate that the activity participation degree, the awareness level of holiday promotion, promotional factor, social environment impact and advance publicity are the five major factors that consumers willingness to purchase during holiday promotions. The conclusion of this study provides a theoretical basis and reference for e-commerce companies to refine and improve their holiday promotion strategies in the future. Key words: Business Management; Purchase Intension; Purchase Behavior; Influencing Factors, Holiday Promotion 0 引言 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。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。天猫商城 2012 年的“双十一”促销活动销售额达 191 亿元人民币，较去年的 53 亿元增长 260%。参与活 -1-   动的商业数量达 1 万家，较去年增长了四倍。可见，消费者对电子商务企业推出节日促销活 动具有极大的热情。同时，其他电子商务企业，如京东商城、苏宁易购、当当网、一号店等， 45 50 也都抓住双十一光棍节的契机，推出一系列具有吸引力的促销活动，双十一已经成为一种商 业现象和行业集体行为。 面对竞争日益激烈的电子