中国消费者网络团购动机及其类型研究

Research on the Participating Motivations and Typology of Chinese Online Group Buying Consumers

消费者对团购网站的忠诚度较低,全面厘清消费者网络团购动机对于团购运营商提升顾客忠诚度和运营绩效具有重要意义。构建了消费者网络团购参与动机初始量表,通过项目分析和探索性因子分析等方法确定了正式量表,获得了消费者参与网络团购动机的六个维度:愉悦、便利、安全、服务、价格以及社交。采用验证性因子分析法对量表进行了实证检验,表明量表具有较高的信度和效度。为了考察量表的实用性,基于六大动机维度,采用层次聚类和K-means聚类相结合的方法对中国网络团购消费者进行细分,提出了四类消费者类型,分别为热衷型、社交型、实用型和稳健型,每类消费者具有不同的人口统计特征。研究结论可为中国团购网站运营商制定差异化的营销沟通战略和对消费者细分提供决策参考。

Consumer loyalty to group-buying website is low,so comprehensive understanding of the consumer motivations to participate online group-buying is of great significance for operators to improve customer loyalty and operational performance.This paper built the initial motivation scale for consumers to participate in online group buying.Conducting the item analysis and exploratory factor analysis to analyze data collected from online questionnaires on Chinese consumers who have taken part in online group buying,this study constructs and refines the scale which contains 24 items in six dimensions:pleasure,convenience,safety,service,price and sociality.To verify the factor structure of the scale,this study conducts confirmatory factor analysis.The validate results show that the scale has a high level of reliability and validity.In order to investigate the usefulness of scale,based on these factors,this study performs a cluster analysis with hierarchical and K-means methods to suggest the existence of four shopping types: enthusiastic shopper, social shopper, pragmatic shopper and conservative shopper. Shopping types are profiled in terms of demographic and behavioral variables.The motivation scale of online group buying can provide meaningful insights for group buying retailers to develop marketing communication strategies and consumer segmentation.