摘要
随着新冠疫情的爆发,社区团购逐步成为了我国社区居民购买生鲜产品和日常用品的重要方式之一。为了探究消费者社区团购意愿的影响因素,聚焦于社群型社区团购模式,构建网络嵌入、顾客感知价值和社区团购意愿的理论模型,运用实证研究方法验证网络嵌入对社区团购意愿的显著正向影响作用,以及顾客感知价值在其中发挥的部分中介作用。最后基于研究结论,对社区团购商家提出了扩大社群规模、维护社群关系和提升团购体验的营销建议。
With the outbreak of the new crown epidemic,community group buying has gradually become one of the important ways for community residents in China to buy fresh products and daily necessities.In order to explore the influencing factors of consumer community group buying intentions,this paper focuses on the community-based community group buying model,constructs a theoretical model of network embedding,customer perception value and community group buying intention,and uses empirical research methods to verify the significant positive impact of network embedding on community group buying intentions,as well as part of the intermediary role played by customer perception value.Finally,based on the research conclusions,marketing suggestions for community group buying merchants to expand community scale,maintain community relations and enhance the group buying experience are proposed.
作者
赵湜
黄晨曦
ZHAO Shi;HUANG Chenxi(School of Economics and Management,Hubei Univ.of Tech.,Wuhan 430068,China)
出处
《湖北工业大学学报》
2023年第3期31-35,共5页
Journal of Hubei University of Technology
基金
教育部人文社会科学研究青年基金"面向双创的科技保险险种创新研究"(17YJC630226)。
关键词
社区团购
网络嵌入
顾客感知价值
购买意愿
community group buying
network embedding
customer perceived value
purchase intention
