拼购电商用户接受度跟踪调研与影响因素建模

Research on Customer Acceptance Tracking and Modeling of Influencing Factors in S-Commerce

摘要: 本文通过探讨规模推进后，拼购电商的用户接受度的变化及对其影响因素的影响，验证拼购电商模式是否具有可持续发展的生命力，并为营销人员提供相应的建议；对相同的受访者进行时隔半年的两次调研，结合动机理论和评价体验理论，以用户接受度为因变量，以功效性因素、享乐性因素和社交因素为自变量，通过SEM构建用户接受度模型；研究表明，随着规模的推进，用户接受度有上升的趋势，功效性因素的影响被削弱，享乐性因素由负向作用变为正向作用，影响程度被加强，社交因素由负向作用变为正向作用，影响程度被削弱。由此建议弱化功效性营销，强化享乐性营销，注重两者的结合使用，同时为用户在平台上建立弱相关的社交关系。

Abstract: By discussing the change of customer acceptance and its influence factors after the scale promotion, the paper verifies whether the model has the vitality of sustainable development, and provides corresponding suggestions for the marketers. The same respondents were investigated twice for six months, combining the motivation theory and the appraisal experience theory, taking the user acceptance as the dependent variable, and the efficacy factor, the pleasure factor and the social factor as the independent variable. The research shows that with the development of scale, the user acceptance tends to rise, the influence of efficacy factors is weakened, the influence of hedonism factors is changed from negative to positive, the influence degree is strengthened, and the influence of social factors is weakened from negative to positive. This suggests weakening the effectiveness of marketing, strengthening the pleasure of marketing, focusing on the use of the combination of the two, while users in the platform establish weak-related social relations.