. . . 网络团购消费者行为的影响因素研究学院、系（部） 理工大学津桥学院 专 业 工商管理 年 级 2009 学 生 姓 名 丁 杰 学 号 4 指 导 教 师 田 亮 职称 副教授 / Groupon buying factors influencing consumer behaviorDepartment：Economic and managementSubject: Business Administration Grade： 2009 Name： Jie Ding Student Number： 4 Director： liang Tian Titles Associate Professor津桥学院毕业论文诚信承诺书为确保毕业论文写作质量和答辩工作的顺利开展，达到按期圆满毕业的目标。本人重承诺：1.本人所呈交的毕业论文，是在指导教师的指导下，严格按照学院、系部有关规定完成的。2.本人在毕业论文中引用他人的观点和参考资料均加以注释和说明。3.本人承诺在毕业论文选题和研究容过程中没有抄袭他人研究成果和伪造相关数据等行为。4.在毕业论文中对侵犯任何方面知识产权的行为，由本人承担相应的法律责任。 毕业论文作者签名： 年 月 日 目录摘要IAbstractII前言1第一章 绪论21.1 研究背景与意义21.1.1研究背景21.1.2 问题提出41.1.3研究的目的和意义41.2研究容和方法51.2.1研究容与框架51.2.2主要研究方法7第二章 网络团购发展现状82.1网络团购的相关概念82.2网络团购的发展现状 Groupon 模式为例分析9第三章 相关理论概述123.1消费者行为相关理论概述123.1.1消费者行为的有关理论123.1.2消费者行为的一般模式133.2网上购物消费者行为研究143.2.1 网上购物消费者行为的技术接受模型143.2.2网上购物消费者行为研究综述163.3目前关于网络团购的研究综述17第四章 网络团购消费者行为研究模型假设与问卷设计194.1研究模型和假设194.2问卷设计214.2.1样本选择依据214.2.2 问卷设计发放回收21第五章 网络购物消费者行为调查结果分析与营销启示225.1 调查研究结果分析225.1.1消费者选择团购前影响因素与消费者满意度的相关分析235.1.2消费者选择团购前影响因素与消费者信任的关系讨论245.1.3消费者满意与消费者信任的关系讨论245.1.4消费者团购行为的影响因素讨论245.2 给团购的营销建议25结论27总结与体会28致29参考文献、资料30附录31附录1网络团购消费者影响因素调查问卷31附录2外文资料的原文与译文36网络团购消费者行为的影响因素研究摘要互联网的出现与电子商务的发展催生网络团购行为，尤其是Groupon模式出现后，团购更是称井喷状态发展，出现一大批专业从事网络团购服务的第三方团购，引领着消费者的消费方式的转变。从最传统的直接消费到网上电子商务，最后发展到传统与网络相结合的网络团购模式，影响消费者行为的因素也在不断的产生变化。在这种状态背景下，研究影响团购消费者行为的各种因素就显得尤为必要。本文对影响消费者选择团购方式进行消费者的各种因素进行了研究和讨论。首先，通过阅读大量已有的文献资料，借鉴前人研究网上购物的影响因素，分析已有的结构模型，在清楚认识影响网上购物的关键因素的基础上进行分析和总结，最终找到能够影响消费者团购行为的关键因素，对其进行分析概括，本文作者认为消费者满意和信任是影响消费者选择团购方式进行消费的关键因素，而消费者满意和信任又受到团购因素、团购商家因素和消费者的感知因素三方面因素的影响；在明确各种影响因素之后，本文针对研究对象，设计团购行为的影响因素模型，提炼出因素、商家因素和消费者感知因素作为前因变量，其中因素的两个关键变量为团购信誉和团购的系统品质，商家因素则是商家本身的声誉和商家能够提供的产品（包括服务）是影响满意和信任的主要因素，而消费者感知因素则主要以消费者感知价值、感知方便和感知风险为主要变量进行讨论，为它们共同作用影响着消费者满意和信任，最后会影响消费者选择团购方式进行消费：在建立影响模型之后，本文进行了问卷数据分析，最后，文章对影响消费者选择的各种因素进行详细的解释和总结归纳，进而对目前的团购的发展提出可供参考的营销意见和建议。关键词 网络团购，消费者行为，因素，商家因素，消费者感知Groupon buying factors influencing consumer behaviorAbstractThe advent of the Internet and e-commerce development gave birth to the online group-buying behavior, especially the Groupon model appears, buy more, said blowout development, a large number of professional network buy third-party buy site, leading consumer spending changes. Direct consumption from the most traditional to online e-commerce, and eventually developed into the traditional network combined network buy mode, influence consumer behavior factors are also constantly changes. Research a variety of factors affect the buy consumer behavior in the context of this state, it is particularly necessary.Affect consumers choose to buy the way consumers a variety of factors were studied and discussed. First, by reading a large number of existing literature, drawing on previous studies of online shopping influencing factors analysis of existing structural model in the analysis and summary based on a clear understanding of the key factors that affect online shopping, and ultimately found to be able to affect consumption buy behavior a key factor in its analysis summarized, the authors believe that consumer satisfaction and trust is a key factor affecting consumers choose to buy consumption, consumer satisfaction and trust by the buy site factors, buy Merchant factors and consumer perception factors three factors; clear various factors influencing factors model of this paper, the object of study, design buy behavior, extract the site factors, the merchant and the consumer perception factors as antecedents, The two key variables of site factors buy site credibility and buy site system quality, business factors is the merchants reputation and businesses to provide the product (including services) are the main factors that affect the satisfaction and trust, and consumer perception factors consumer perceived value, perceived convenience and perceived risk as the main variable to discuss their common role in affecting consumer satisfaction and trust, will eventually affect consumers choose to buy consumption: impact model, this paper The SPSS17.0 data analysis software model empirical analysis, carried out a questionnaire reliability and validity analysis, correlation and regression analysis, Finally, a detailed explanation of the various factors that affect consumer choice and summarized, and then