摘要
随着网络团购平台不断发展创新,依托社交平台的自发式团购吸引了大量消费者,成为研究和实践关注的焦点。基于多线索利用视角,通过实验研究探讨了新兴自发式团购平台中组团规模对消费者参团意愿的影响及边界条件。研究表明:组团规模大小影响消费者的参团意愿,其中产品类型在组团规模对消费者参团意愿影响中起到调节作用,因为产品类型改变了消费者对不同信息的关注程度。此外,社会距离是组团规模影响消费者参团意愿的边界条件,因为社会距离改变了消费者的认知加工方式。据此,建议团购平台运营商在设计团购活动时,可以从消费者信息偏好的角度出发,结合产品类型、购买者与使用者之间社会距离远近合理设置组团规模。
With the continuous development and innovation of group-buying platform,spontaneous group-buying based on social platform attracts a large number of consumers and becomes the focus of research and practice.Based on the perspective of multiple cues,the influence of group size on the consumers’willingness to join and the boundary conditions in the emerging spontaneous group buying platform were studied through experiments.The results show that the group size affects the consumers’willingness to participate,and the product type plays a regulating role,because the product type changes the attention of consumers to different information.In addition,social distance is the boundary condition by which the group size affects the consumers’willingness to join,because social distance changes the cognitive processing way of the consumer.Therefore,it is suggested that group buying platform operators should set up a reasonable group size from the perspective of consumers’information preference,product types and social distance between buyers and users when designing group buying activities.
出处
《企业经济》
CSSCI
北大核心
2018年第10期134-140,共7页
Enterprise Economy
基金
国家自然科学基金项目"SNS环境中消费者如何卷入网络团购:群体对个体影响的视角"(项目编号:71272066)
关键词
自发式团购平台
组团规模
产品类型
社会距离
参团意愿
spontaneous group buying platform
group size
product type
social distance
participation willingness
