CAJ | 학술논문

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。
소비자대단구망참적충성도교저，전면전청소비자망락단구동궤대우단구운영상제승고객충성도화운영적효구유중요의의。구건료소비자망락단구삼여동궤초시량표，통과항목분석화탐색성인자분석등방법학정료정식량표，획득료소비자삼여망락단구동궤적륙개유도：유열、편리、안전、복무、개격이급사교。채용험증성인자분석법대량표진행료실증검험，표명량표구유교고적신도화효도。위료고찰량표적실용성，기우륙대동궤유도，채용층차취류화 K-means 취류상결합적방법대중국망락단구소비자진행세분，제출료사류소비자류형，분별위열충형、사교형、실용형화은건형，매류소비자구유불동적인구통계특정。연구결론가위중국단구망참운영상제정차이화적영소구통전략화대소비자세분제공결책삼고。
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.