아시아미래디자인연구소 주메뉴
전체메뉴
NO.D.2020.02_11
중국 커뮤니티 공동 구매사용자의 구매의향에 관한 연구 中国社区团购使用者的购买意向影响要素研究 Research on user's purchase intention of community group buying in china
- Name : 郝东敏ㅣHAO DONGMIN
- Info : 박사학위논문ㅣ博士学位论文ㅣDoctor's thesisㅣ2020.02
- Adviser : 이성필ㅣ李成弼ㅣLee, Sung Pil
192.168.95.161 초록
커뮤니티 공동구매는 인터넷 공동구매와 소셜 네트워크 전자 상거래가 발전시킨 새로운 비즈니스 모델로, 온라인 쇼핑과 소셜 네트워크 서비스의 특징과 더불어 오프라인 쇼핑의 특징도 일부 갖추고 있다. 커뮤니티 공동구매는 실제 커뮤니티를 기반으로 삼고 위챗(WeChat)을 활용하여 가정 소비 환경에 진입하였으며, 구역화, 소중화(小众化, 대중화의 반대개념), 현지화의 공동구매 형식을 실현하였다. 대부분의 상품은 농산품과 일용품으로， 커뮤니티 공동구매 단장(커뮤니티 대표-CL)과 사용자의 정보 공유와 상품 거래는 위챗을 통해 이루어진다. 공동구매의 가격 측면에서의 혜택은 주문의 일괄 배송에 있다. 일괄 배송을 통해 기업은 물류 비용을 절약하며, 사용자는 가격적인 혜택을 누릴 수 있다. 2018년 위챗 미니 프로그램의 발전과 성숙에 따라 커뮤니티 공동구매 사업 역시 위챗 미니 프로그램을 이용해 마케팅을 진행하기 시작했으며, 빠른 속도로 발전하고 있다. 현재 커뮤니티 공동구매에 대한 연구는 굉장히 적고, 대부분 공급 사슬 연구에 집중되어 있어 소비자 심리 각도에서 이루어진 커뮤니티 공동구매 의향에 대한 연구는 전무하다.본 연구는 온라인 공동구매와 소셜 전자상거래에 관한 선행 연구를 결합하여 TPB 이론과 감지 가치 이론을 활용해 구매 의향에 영향을 주는 다섯 가지 변수를 개발하였다: 플랫폼 정보 품질 감지, CL 서비스 품질 감지, 제품 가격 할인 감지, 사회 영향 감지, 행위 통제 감지. 또한 온라인 쇼핑 경험을 조절 변인으로 삼아 이론 모형을 구축하였다. 기존의 문헌과 커뮤니티 공동구매 현황을 기초로 10개의 관련 가설을 제시하였으며, 설문지 척도(Scale)를 작성하였다. SPSS를 차용하여 척도에 대한 신뢰도와 유효도 검증을 진행하였으며, 설문지에 대한 수정을 진행하였다. 본 논문은 실증분석 방법으로 다음 두 가지 문제에 대한 답을 내리고자 하였다: (1) 플랫폼 정보 품질 감지, CL 서비스 품질 감지, 제품 가격 할인 감지, 사회 영향 감지, 행위 통제 감지가 구매 의향에 미치는 영향. (2) 온라인 쇼핑 경험의 조절 작용.
실증 연구 결과는 다음과 같다:
(1) 여성은 커뮤니티 공동구매의 주요 참여자이며, 커뮤니티 공동구매의 주요 연령층은 26~40세 사이이고, 사무직 노동자(기업 일반 직원, 전문 기술인, 기업 관리인 등)가 전체 커뮤니티 공동구매에서 50% 이상의 비중을 차지하는 것으로 나타났다. 커뮤니티 공동구매 플랫폼은 성도(省都)와 도시 중심으로 전개되고 있으며, 중간 소득 집단의 커뮤니티 공동구매 비율이 다른 집단보다 뚜렷하게 높았다.
(2) 플랫폼 정보 품질 감지, 고객 서비스 품질 감지, 제품 가격 할인 감지, 사회 영향 감지는 사용자의 공동구매 의향에 양성 영향을 미쳤으며, 행위 통제 감지는 두드러진 영향을 미치지 않았다.
(3) 온라인 쇼핑 경험은 플랫폼 정보 품질 감지, 제품 가격 할인 감지, 사회 영향 감지 등 방면에서 구매 의향에 양성 영향을 미쳤다.
위와 같은 연구 결과를 통한 결론은 다음과 같다.
(1) 커뮤니티 공동구매 발전 전략: 커뮤니티 공동구매 목표 고객 집단은 중형•대형 도시의 중산층 여성이 주를 이루기 때문에, 커뮤니티 공동구매 플랫폼이 새로운 도시와 커뮤니티에서 발전할 때 도시의 인구 규모, 주민의 수입 정도와 직업, 커뮤니티의 수용력과 인구 밀집도 등을 고려하여야 한다.
(2) 커뮤니티 공동구매 제품 전략. 온라인 다중 방식 정보 전시로 정보의 효율과 신뢰도를 높이기 위하여 우호적인 인터랙션 디자인으로 편리하고 효율적인 조작할 수 있도록 하여야 하며, 커뮤니티 그룹 특징을 토대로 개성화된 제품 전시 방안을 통해 구매 의향과 주문율을 향상시켜야 한다.
(3) 커뮤니티 공동구매의 고객 서비스 전략: 단장(CL)의 장점을 적극적으로 활용해 판매 전, 판매 중, 판매 후 서비스 품질을 향상하기 위하여, 서비스를 보완하여 고객의 유실률을 낮추어야 하며, 여러 방식의 고객 배려 활동을 통해 새로운 고객과 기존 고객의 만족도를 높여야한다.
(4) 커뮤니티 공동구매 할인 전략: 데일리 할인, 명절 세일, 시간 및 수량 제한 세일 등 할인 방안으로 고객의 충동구매를 유도하기 위하여 특정 시간대의 홍바오(红包, 보너스) 혜택, 페이백, 참여 장려금 등 여러 판촉 방식으로 사용자 구매 의향을 향상시켜야한다.
(5) 커뮤니티 공동구매 입소문 전파 전략: 위챗 단체 채팅방, 단골 고객 혜택, 다인 구매 혜택, 리뷰 페이백 등 온라인 인터랙션 방식으로 온라인 입소문 전파 참여도를 높이고, 무료 체험, 고객의 상품 선택 참여 등 오프라인 인터랙션으로 오프라인에서의 유동량과 인기를 제고하고, 친구 초대 등 사용자 전파 전략을 통해 새로운 사용자를 유치하여야한다.
(6) 커뮤니티 공동구매 중 CL의 관리 전략: 입사를 엄격하게 관리하여 공동구매 단장의 퇴직으로부터 비롯되는 잠재적 리스크를 줄이기 위하여, 관련 업무 트레이닝과 학습을 강화하고, 브랜드 정체성을 강화하여야한다. 또한 상벌제도를 수립하여 CL의 적극성을 높이고, 합리적인 사용자 평가 체계를 구축해 단장의 서비스 품질을 향상시켜야한다.
(7) 커뮤니티 공동구매 차별화 마케팅 전략: 온라인 쇼핑 경험의 조절 작용을 적극적으로 활용하여 차별화된 고객 유치 전략을 활용하고, 경험이 많은 사용자를 대상으로 할 경우 온라인 홍보 역량을 강화하여야 하며, 경험이 적은 사용자를 대상으로 할 경우 오프라인 홍보 방식을 활용하여야 한다.
본 연구는 발전 전략, 제품 전략, 고객 서비스 전략, 할인 전략, 입소문 전파 전략,CL 관리와 차별화 판촉과 마케팅 등 방면에서 커뮤니티 공동구매의 구매 의향 향상에 관한 최적의 방안을 제공하였으며, 연구의 부족한 부분에 대해서는 향후 연구에서 보완하고 업그레이드하여 지속적으로 연구를 진행하여야 할 것이다.
摘要
社区团购是网络团购和社交网络电子商务发展的新商业模式，具备了网络购物和社交网络服务和线下购物的特点。社区共同购买以实际住宅社区为基础，利用微信进入家庭消费环境，实现区域化、珍贵化、小众化、本土化的团购形式。大部分商品都是农产品和日用品，社区团购团长（社区代表CL）和用户的信息共享和商品交易通过微信进行。共同购买价格方面的优惠在于订单的统一配送。通过一次性配送，企业可以节约物流费用，用户可以享受价格优惠。随着2018年微信小程序的发展和成熟，社区团购也开始利用微信小程序进行营销，快速发展。目前，社区团购的研究非常少，大部分集中在供应链研究上，没有对消费者心理角度进行的团购意向的研究。本研究结合了在线团购和社交电子商务的先行研究，开发出了运用TPB理论和感知价值理论影响购买意向的五种变量：平台信息质量感知、CL服务质量感知、产品价格折扣感知、社会影响感知、行为控制感知。另外，以网上购物经验为调节变量，构建了理论模型。以现有文献和社区团购现状为基础，提出了10个相关假设，制定了问卷（Scale）。采用SPSS对问卷进行了信度和效度验证，对问卷进行了修改。本论文采用实证分析方法，对以下两个问题进行解答：
1.平台信息质量感知、CL服务质量感知、产品价格折扣感知、社会影响感知、行为控制感知对购买意向的影响。2.网络购物经验的调节作用。实证研究结果如下：
（1）女性是社区团购的主要参与者，社区团购的主要年龄层在26 ~ 40岁之间，白领工人（企业一般职员，专业技术人，企业管理人等）在整个社区团购中占50%以上的比重。社区团购平台以省会和大中城市为中心展开，中间收入群体的社区团购比例明显高于其他群体。
（2）平台信息质量感知、客户服务质量感知、产品价格折扣感知、社会影响感知对用户团购意向产生正向影响，行为控制感知没有显著影响。
（3）网上购物经验在平台信息质量感知、产品价格折扣感知、社会影响感知等方面对购买意向产生正向影响。
通过上述研究结果得出的结论如下。
（1）社区团购发展战略:社区共同采购目标顾客群体以大中型城市中产阶层女性为主，社区共同采购平台在新城市和社区发展时，应考虑城市人口规模、居民收入水平和职业、社区容量和人口密度等。
（2）社区团购产品战略：为了通过网络多方式信息展示提高信息的效率和可靠性，需要通过友好的交互设计，方便有效的操作，基于社区特点，通过个性化的产品展示方案，提高购买意向和订购率。
（3）社区团购客户服务战略：积极利用团长（CL）的优势，在销售前、销售中、销售后为了提高服务质量，需要完善服务，降低客户的流失率，通过多种方式的客户关怀活动，提高新客户和现有客户的满意度。
（4）社区团购折扣策略:采取当日派发、节日派发、限时派发等方案来吸引顾客购买物品，因此要加大力度派发特定时间段的红包、派发包、参与奖励等多种促销方式
（5）社区团购传播战略：通过微信群聊天、老顾客优惠、多人购买优惠、评论红包等网络交互方式提高网络口碑传播参与度，免费体验、通过参与顾客选择商品等线下交互，提高线下的流量和人气，通过邀请朋友等用户传播战略吸引新用户。
（6）社区团购中CL的管理策略：严格管理入职，减少共同采购团长离职带来的潜在风险，加强相关业务培训和学习，加强品牌传播性。另外，建立奖惩制度，提高CL的积极性，建立合理的用户评价体系，提高团长的服务质量。
（7）社区团购差别化营销战略:积极运用网上购物经验的调节作用，运用差别化的发展顾客战略，以经验丰富的用户为对象加强网上宣传力度，以经验较少的用户为对象进行线下宣传。
本研究提供了发展战略、产品战略、客户服务战略、折扣战略、口碑传播战略、CL管理和差别化促销和营销等方面团购意向提高的最佳方案，对于研究的不足之处，今后需要进行完善、深入和持续进行研究。
Abstract
Community group buying is a new business developed form online group buying and social e-commerce. It not only has the characteristics of online shopping and social network services, but also has certain offline shopping characteristics. With the help of WeChat and relying on the real community, it has realized a regional, niche, and localized group purchase form. Through the community leader (CL), it offers group members in the form of group buying preferential activities. Community group buying has greatly reduced logistics costs and customer acquisition costs through many measures such as acquaintance relationship networks, community opening groups, and the responsibility of CL. In 2018, as the development of WeChat Mini Programs matured, community group buying business began to use WeChat Mini Programs to develop marketing, and it is still developing rapidly now. There are few researches on community group buying, and most of them are limited to the supply chain research, but the research on community group buying intention from the perspective of consumer psychology is still blank.With the help of TPB（Theory of Planned Behavior）and perceived value theory, this research develops five variables that affect purchase intention: Perceived Information Quality from Platform, Perceived Service Quality from CL, Perceived Price Discount of Products, Perceived Social Influence and Perceived Behavioral Control. At the same time, Online Purchase Experience was included as a moderating variable, and a theoretical model was constructed. Based on the existing literature and the status of community group buying, we proposed 10 related hypotheses and developed a questionnaire scale. The reliability and validity of the scale were tested using SPSS, and the questionnaire scale was revised. This study uses empirical analysis to solve two main problems:（1）The impact of perceived Information Quality from Platform, Perceived Service Quality from CL, Perceived Price Discount of Products, Perceived Social Influence and Perceived Behavioral Control on Purchase Intention. （2）the influence of Online Purchase Experience on the path of the influence variables that influence the purchase intention.
The empirical research results found: (1) Women are the main participants of community group buying, and the community group buying users is mainly concentrated between 26~40 years old, white-collar workers (corporate ordinary employees, professional technicians and enterprise management personnel, etc.) account for more than 50% of the total community purchases. Community group buying platforms are mainly carried out in medium and large cities (First-tier City, Captial City and Prefecture-level City). The proportion of community group buying by middle-income groups is significantly higher than that of other classes. (2) Perceived Information Quality from Platform, Perceived Service Quality from CL, Perceived Price Discount of Products, and Perceived Social Influence have a positive effect on users' community purchase intentions, while Perceived Behavioral Control did not show a significant impact on purchase intention. (3) The Online Shopping Experience can positively affect Perceived Information Quality from Platform, Perceived Price Discount of Products, and Perceived Social Influence on the purchase intention. Based on the empirical research results, we put forward a series of propositions, as follows:
(1) Positioning Strategy: When a community group buying platform develops new cities and new communities, it is necessary to fully consider the population size of the city, the income of the residents, the capacity and density of the community, and the occupational distribution of the residents in the community. The middle-income married women and office worker are the main customer groups of the community group buying. The community group buying platform should focus on the main target groups and fully tap the customer's requirement.
(2) Product Strategy: Use multi - way information display to ensure that the information content is true and effective; Use friendly interaction design to make the operation fast and efficient; Increase purchase willingness and order rate by personalized product display schemes based on the characteristics of the community group.
(3) Customer Service Strategy: Give full play to the advantages of the CLs to improve the pre-sale, sale and the response quality; Good service recovery program to reduce churn rate; Play a role in customer care, and customer care activities through a variety of ways to improve the old and new customers service satisfaction.
(4) Discount Strategy: Various discount schemes, such as daily low prices, holiday promotions, and limited-time limited promotions, increase the user's impulse to purchase, and various incentives such as regular red envelopes, cash back, participation rewards, etc., increase the user's willingness to buy.
(5) Word of Mouth Communication Strategy: Use online interaction strategies such as group interaction, loyal customer discounts, multi-person purchase discounts, and red envelopes to enhance online word-of-mouth communication strategies; Use offline interaction measures such as free tasting and customer participation in product selection to gather offline traffic and popularity; Quickly expand new users with user communication strategies such as pulling new rewards.
(6) CLs management Strategy: Enrollment is strictly controlled to prevent potential risks caused by the departure of the CLs; Strengthen the business training and learning to increase brand recognition; Establish a reward and punishment mechanism to increase the initiative of the CLs; Establish a reasonable user evaluation and assessment system to promote the service of the head quality.
(7) Differential Promotion and Marketing Strategy: Give full play to the regulating role of online shopping experience, formulate differentiated user extension strategies, for high-experienced users, the online promotion effect should be strengthened, and for low-experienced users, the offline promotion method should be adopted.
This research provides an optimized design scheme to enhance the purchase intention of community group buying in the areas of position strategy, product strategy, customer service strategy, discount strategy, word-of-mouth communication strategy, CL management, and differentiation promotion and marketing. In the future, we will continue to upgrade the design plan in light of the limitations of this study.
키워드
- # 커뮤니티 공동구매 # 커뮤니티 공동구매 단장(커뮤니티 대표CL) # 구매의향 # TPB # 감지 가치
- # 社区团购 # 社区团购团长（社区代表CL） # 购买意向 # TPB # 感知价值
- # Community Group Buying # Community Leader (CL) # Purchase Intention # TPB # Perceived Value
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