电子商务下消费者团购行为的调查与研究(附调查报告)(22000字)
摘 要：随着我国经济迅速崛起，国民物质生活的日益丰富，互联网服务行业已经成为我国发展最快的行业之一。互联网打折和团购作为互联网服务行业的主流应用，其所提供的服务和产品，已在上海、北京、广州等中心城市流行开来，并逐渐发展成为一种新型的消费模式。据统计，目前仅北京、上海、广州、深圳等地的网络打折和团购市场年销售额已达到千亿元的市场规模。打折和团购的商品大到房子、汽车，再到家电、建材，数码产品，渗透到百姓日常生活吃、穿、住、行的各个领域。互联网打折和团购作为一种新兴的网络经济，已越来越被广大消费者和商家所认可。本文从课题研究的相关背景入手，首先详细的阐述了团购网的概念及其发展现状，然后着重的分析了网络团购有利性及盈利模式，然后做了影响消费者团购的因素分析，接着对消费者的团购行为进行了实证调查，最后进行了消费者团购行为结果分析及建议。
关键词：消费者；团购网；团购行为；调查
Investigation And Research of Consumer's Group Buying Behavior in E-commerce
Abstract：With rapid rising of China’s economy, material living of its nationals is improved. The internet service industry has become one of the fastest developing industries in China. Internet discounting and group purchase has become the mainstream application of internet service industry. The services and products provided through this in the industry have been popular in many large cities, including Shanghai, Beijing and Guangzhou. This has become a new model of consumption. In accordance with statistics, the annual sales amount through internet discounting and group purchase only in cities such as Beijing, Shanghai, Guangzhou and Shenzhen has reach RMB a trillion Yuan. The products through internet discounting and group purchase also includes large ones, including houses, vehicles, household electric appliances, construction materials and digital products and they have permeated to eating, clothing, living and travelling of people. As an emerging network economy, internet discounting and group purchase have been accepted by consumers and business operators. This article starts from related background of subject research, at first elaborated the concept of group purchase nets and their development status, then analyzed the process, models and significance of network group-purchase, made analysis on factors influencing consumers’ group purchase and investigation on group purchase through facts, and finally made result analysis and advice on group purchase.
Key words: Consumers; Group Purchase Net; Group-Purchase Behavior; Survey
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