团购网站消费者忠诚度突变机制的研究

团购网站消费者忠诚度突变机制的研究(任务书,开题报告,论文15000字)
摘要
随着近几年来电子商务模式的多元化发展，团购模式作为一种促进用户消费的新型电子商务模式渐渐兴起，团购凭借其价格优势、便利、不受地域限制等优点成为用户喜爱的网络购物方式。然而随着团购网站市场日趋激烈的竞争现状，摆在团购网站面前的首要问题就是如何在价格战的普遍趋势下留住老用户，减少用户流失。因此发现消费者对团购网站忠诚度突变的内在规律，从而避免消费者的背叛，维持并提升消费者忠诚度非常重要。  
本文首先介绍了研究背景，然后对国内外团购网站消费者忠诚度影响因素的相关理论进行了介绍。由于目前几乎没有关于消费者忠诚度突变的研究成果，因此，本文又引入了突变理论，详细阐述了突变理论的内涵和原理。借鉴尖点突变势函数，构建了团购网站消费者忠诚度的尖点突变模型，并进行了假设和验证。最后根据模型分析，对团购网站提升消费者忠诚度提出了相应的建议。
关键词：团购网站；消费者忠诚度；突变理论；突变机制 
Abstract
With the diversified development of e-commerce model in recent years, the group purchase model has gradually emerged as a new type of e-business model to promote consumer consumption. The group purchase has become a popular way of Internet shopping with its advantages, convenience and no regional restrictions. However, with the increasingly fierce competition status of the group buying website market, the primary problem in front of the group buying website is how to retain the old users under the universal trend of price war and reduce the loss of users. Therefore, it is very important to find out the inherent law of consumers' loyalty to the group buying website, so as to avoid consumers' betrayal, maintain and enhance customer loyalty.
This paper first introduces the research background, and then introduces the relevant theories of influencing factors of customer loyalty at home and abroad. Because there are few research results about the mutation of consumer loyalty, this paper introduces the catastrophe theory, and expounds the connotation and principle of the catastrophe theory in detail. Using cusp catastrophe potential function, a cusp catastrophe model of customer loyalty of group buying website is constructed, and hypotheses and verification are made. Finally, according to the model analysis, the corresponding suggestions are put forward for improving the loyalty of group buying websites.
Key Words：the group buying site；the consumer loyalty；catastrophe theory；mutation mechanism
 

目录
1 绪论    1
1.1 选题背景    1
1.2 研究目的    1
1.3 研究意义    1
1.4 研究方法与研究思路    2
1.4.1 研究思路    2
1.4.2 研究方法    2
2 相关文献研究    3
2.1 团购网站消费者忠诚度相关概念及界定    3
2.1.1 网络团购    3
2.1.2 团购网站    3
2.1.3 消费者忠诚度    3
2.2 团购网站消费者忠诚度影响因素的研究    4
2.3 突变理论的研究与应用评述    7
2.4 文献综述评价    9
2.5 本文研究方向    9
3 团购网站消费者忠诚度的尖点突变模型    10
3.1 团购网站消费者忠诚度影响因素分析    10
3.1.1 团购网站消费者满意度    10
3.1.2 团购网站消费者信任    12
3.2 团购网站消费者忠诚度的尖点突变模型    13
4 团购网站消费者忠诚度突变模型的分析    16
4.1 团购网站消费者忠诚度突变过程    16
4.2 消费者满意度是导致消费者忠诚度突变的主要因素    16
4.3 消费者信任决定消费者背叛的严重性    17
5 提升团购网站消费者忠诚度的策略    18
6 总结与展望    20
6.1 研究创新    20
6.2 研究不足    20
6.3 未来展望    20
参考文献    21
致谢    24