网络预售的影响因素分析——以“天猫”为例(含调查问卷)(论文18000字)
摘 要
近年来，我国互联网行业涌现出许多新兴的服务业态，网络预售模式成为网络购物中新兴消费模式，网络预售为消费者购物提供了新的选择，同时也给消费者带来了更多的风险。在预售期间消费者只能通过零售商自身披露的信息来了解产品，有很大的不确定性，很可能导致消费者后悔预定产品。因此，如何开展网络预售成为企业关心的现实问题。
本文综合运用理论研究和实证调查方法，对网络预售的影响因素进行研究，主要内容包括以下几点：
第一章，阐述了本文的在何种具体的背景下展开研究的、对于本课题的研究意义、用什么样的方式去研究，设计了对应的研究方案并整理了思路。
第二章，收集并整理了网络预售的定义、特点等相关理论基础，并对网络预售国内外文献进行了系统梳理和归纳。
第三章，分析了网络预售的主要模式，提出了网络预售的优势，进而指出了网络预售面临的问题。
第四章，以天猫为研究对象，设计了调查问卷，对网络预售的影响因素进行了统计分析。统计分析的结果表明消费者情感体验受产品价值、信息质量、商家服务和保障的影响，消费者的购物行为与购买意愿易受到社会因素和朋友推荐的影响。另外，消费者的购买决策还会受到预售条例的价格模式的影响。
第五章，基于研究结果，对目前网络预售模式存在的问题提出了相关意见和策略。
第六章，对本文的最终研究结论进行了概括和论述，为未来更深入的研究提供了参考依据。
关键词：网络预售 购买意愿 影响因素 消费者
Analysis of Influencing Factors of Online Presale——Taking "Tmall" as an Example
ABSTRACT
In recent years, many emerging service industries have emerged in China's Internet industry. The network pre-sale model has become an emerging consumer model in online shopping. Online pre-sales provide consumers with new choices for shopping, and it also brings more to consumers. risk. During the pre-sale period, consumers can only understand the products through the information disclosed by the retailers themselves. There is a great deal of uncertainty and it is likely to cause consumers to regret their scheduled products. Therefore, how to develop online pre-sales has become a real concern for companies.
This article comprehensively uses theoretical research and empirical investigation methods to study the influencing factors of network pre-sale. The main contents include the following points:
The first chapter expounds the specific research background, the significance of the research on this topic, the way to study, the corresponding research plan and the ideas.
The second chapter collects and sorts out the related theoretical basis of network pre-sale definition and characteristics, and systematically sorts out and summarizes the pre-sale literature at home and abroad.
The third chapter analyzes the main modes of network pre-sale, puts forward the advantages of network pre-sale, and then points out the problems faced by network pre-sale.
In the fourth chapter, taking Tmall as the research object, a survey questionnaire was designed to analyze the factors affecting the network pre-sale. The results of statistical analysis show that consumers' emotional experience is affected by product value, information quality, business services and protection. Consumers' shopping behavior and purchase intention are easily affected by social factors and friends' recommendations. In addition, the purchase decision of the consumer will also be influenced by the price pattern of the pre-sale regulations.
Chapter 5, based on the research results, puts forward relevant opinions and strategies on the problems existing in the current network pre-sale model.
The sixth chapter summarizes and discusses the final research conclusions of this article, which provides a reference for more in-depth research in the future.
Keywords: Online Pre-sale; Willingness to Purchase; Influence Factors Consumers
目 录
摘 要 II
ABSTRACT III
第一章 绪论 1
1.1研究背景 1
1.1.1互联网飞速发展 1
1.1.2 预售方式成为网络商家的新兴销售方式 2
1.2 研究意义 3
1.2.1 理论意义 3
1.2.2 实践意义 3
1.3 研究内容 3
1.4 研究方法和思路 4
第二章 理论基础与文献综述 6
2.1 网络预售的定义 6
2.2 网络预售的特点 6
2.2.1 网络预售模式的特点 6
2.2.2 参与预售消费者的特征 7
2.2.3 网络预售商家的特征 7
2.3 国内外研究现状 8
2.3.1 基于消费者视角的预售模式研究 8
2.3.2 基于网络预售模式分析预售影响因素 9
第三章 网络预售的发展现状分析 11
3.1 网络预售的主要模式 11
3.2 网络预售的优势 13
3.3 网络预售面临的问题 13
第四章 网络预售影响因素的实证调查 15
4.1 调查问卷的设计 15
4.1.1 调查目的 15
4.1.2 调查对象 15
4.1.3 调查方法 15
4.2 调查问卷的发放与回收 15
4.3 调查数据的统计分析 16
4.3.1 分析工具与维度 16
4.3.2 样本基本情况分析 16
4.3.3 消费者购买预售产品的影响因素分析 19
第五章 对网络预售策略的改进建议 26
5.1 网络预售的主要影响因素 26
5.2 提高网络预售的相关建议 26
第六章 总结与展望 29
6.1 主要结论 29
6.2 研究展望 29
附 录 30
致 谢 33
参考文献 34
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