目录
摘 要 I
ABSTRACT II
第一章 引言 1
1.1研究背景 1
1.1.1研究背景 1
1.1.2 O2O模式下网络团购的特点 1
1.2研究意义 2
1.3技术路线 2
第二章 文献综述 4
2.1 O2O模式下的网络团购 4
2.1.1 国外研究状况 4
2.1.2 国内研究状况 4
2.2 消费者满意度研究 5
2.3 消费者团购满意度影响因素 6
2.3.1 国外研究现状 6
2.3.2 国内研究现状 7
2.4 文献评述 8
第三章 研究假设与理论模型的构建 9
3.1 提出研究假设 9
3.2构建模型 11
3.3设计指标体系 12
3.4 问卷设计与回收 13
3.4.1 问卷设计 13
3.4.2 问卷发放与回收 13
第四章 实证结果与分析 15
4.1描述性分析 15
4.1.1 受调查大学生个人信息统计结果 15
4.1.2 团购相关信息分析 16
4.2 信度与效度分析 17
4.2.1 信度分析 17
4.2.2 效度分析 18
4.2.3 相关性分析 18
4.2.4 线性回归 19
第五章 研究结论与未来展望 21
5.1 研究结论 21
5.2 提升O2O模式下消费者团购满意度的意见 21
5.3 研究局限与展望 23
5.3.1 研究局限 23
5.3.2 研究展望 23
参考文献 24
附 录 26
致 谢 29
O2O模式下消费者团购满意度影响因素研究
摘 要
随着O2O模式的兴起，网络团购的购物模式被越来越多的消费者所了解，凭借着价格低廉、品种繁多以及消费便捷等特点吸引了 *51今日免费论文网|www.51jrft.com +Q: #351916072# 
众多消费者。作为业界翘楚的“美团”，近年来与大众点评等平台合并后更是稳居市场老大的地位。然而，在经营过程中，O2O模式下的团购弊端也正在逐渐显现，如：客户维权难度大、团购网站发布商品（服务）信息不对称、商家服务质量下降、团购商家入驻门槛低等问题都使得消费者满意度下降，在一定程度上阻碍了平台的发展。因此，本文结合O2O模式下团购的特点，以美团为例，针对大学生消费群体团购满意度进行了研究，通过信、效度检验、相关性与回归分析等研究方法，最终确定了影响消费者团购满意度的七个因素，分别是：平台界面设计、平台界面设计、平台信息可靠性、产品属性、在线支付、平台服务水平、商家服务水平、团购券属性，并针对这些因素为团购平台未来的发展提出相应的建议。
关键字：团购；满意度模型；影响因素；发展建议
RESEARCH ON INFLUENCING FACTORS OF CONSUMER GROUP PURCHASE SATISFACTION UNDER O2O MODEL
ABSTRACT
With the rise of the O2O model, the online group buying shopping model has been understood by more and more consumers, attracting many consumers due to its low price, wide variety and convenient consumption. As the industry leader, "Meituan" has become the market leader after merging with platforms such as Dianping in recent years. However, in the business process, the drawbacks of group buying under the O2O model are gradually emerging, such as the difficulty of protecting customer rights, the asymmetry of product (service) information published on group buying websites, the decline in service quality of merchants, and the low entry threshold of group buying merchants. The decline in consumer satisfaction has hindered the development of the platform to a certain extent. Therefore, this article combines the characteristics of group buying under the O2O model, taking Meituan as an example, and researches on the group buying satisfaction of college student consumer groups. Through reliability, validity test, correlation and regression analysis and other research methods, it is finally determined to affect consumers The seven factors of group buying satisfaction are: platform interface design, platform interface design, platform information reliability, product attributes, online payment, platform service level, merchant service level, group purchase coupon attributes, and aiming at these factors for the future of group buying platform The development of the country puts forward corresponding suggestions.

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