大学生网络团购意愿影响因素研究
Therefore, based on literature review of online group-buying theories, this paper collects data from college students in Jiangsu Normal University by questionnaires. The results of this study show that gender and living expenses are associated with group-buying intention, and those college students who are more concerned about product quality, price and discount, word of mouth and richness and interactivity of group-buying website resources are more likely to engage in group-buying frequently. The suggestions to website operators who plan to further expand the market of college students are given as follow: (1) Activities should be carried out separately for men and women; (2) Website operators should develop efficient pricing strategies and product strategies; (3) Brand should be established based on word of mouth; (4) Website experience should be improved comprehensively.
Key Words: online group-buying intention college student factor
摘要网络团购作为一种新型的购物方式在近年来得到了迅速发展，网络团购在消费者当中也逐渐普及。自2008 年 11 月美国团购网站 Groupon 上线以来，在短短几年内中国便掀起了网络团购的狂潮。从 2010 年年初开始，中国国内逐渐涌现了一批经营模式类似 Groupon 团购模式的网站，至今已达数千家，并且在规模和数量上还有不断增长的趋势。大学生作为网络消费群体中的重要组成部分，其市场潜力巨大。
本文以问卷调查为研究方法，结合国内外学者对网络团购的研究，以江苏师范大学学生为对象，探索出了:个人因素，产品因素，口碑，团购网站资源对大学生网络团购意愿具有显著影响，同时，产品质量，价格和折扣，网站口碑和网站资源更看重的学生更有可能积极参与团购。最后为团购网站拓展大学生用户市场提出的相关建议:（1）针对性别和消费水平差异开展差异化的活动；（2）制定有效价格战略和产品策略；（3）制定基于口碑营销的品牌策略；（4）全面提升网站体验。
毕业论文关键词：网络团购意愿 在校大学生 影响因素
Contents
Abstract............. ⅰ
摘要....ⅱ
Chapter One Introduction... 1
1.1 Background..........1
1.2 Purpose and Significance ................2
1.3 Research Framework....3
Chapter Two Literature Review...5
2.1 Previous Theories on Factors Affecting Online Consumption....5
2.2 Group-buying .........6
2.3 Technology Acceptance Model (TAM) ....10
Chapter Three Research Design. 13
3.1 Theoretical Model..13
3.2 Research Hypothesis..13
3.3 Questionnaire Design and Data Analysis ...18
3.3.1 Questionnaire Design..18
3.3.2 Data Analysis...19
Chapter Four Results..20
4.1 Sociodemographic Description.....20
4.2 Product Category Analysis ......21
4.3 Analysis of Factors Affecting College Students’ Online Group-buying......22
4.3.1 Personal Factors.........22
4.3.2 Product Factors ......26
4.3.3 Word of Mouth (WOM) .29
4.3.4 Website Resources..31
4.4 Summary..33
Chapter Five Conclusion and Suggestions.......34
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