虚拟社区团购消费者行为决策及其群体福利最优研究

项目名称： 虚拟社区团购消费者行为决策及其群体福利最优研究

项目编号： No.71271032

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 宁连举

作者单位： 北京邮电大学

项目金额： 54万元

中文摘要： 虚拟社区嫁接团购在业界获得普遍应用，是未来团购发展方向。然而从虚拟社区视角的团购研究较少，将团购看作未来虚拟社区消费主流方向的研究更是寥寥，已有文献多从消费者个体特征、消费环境等方面研究，将团购看成是各类静态因素作用的结果，而忽略个体间的社会网络关系及结构，对个体决策的互动机制研究尚不深入。本课题基于SNA分析，以虚拟社区团购为研究对象，立足于社会网络结构，运用SA、CA、CER等方法研究结构化社会关系对社区消费行为决策的影响机制，以实现消费者福利最优的目标。提出：1、虚拟社区团购社会网络结构特征维度；2、建模分析非自发交易信息搜索和购买过程以及自发交易形成机理和影响机制；3、探讨团购消费者决策和群体福利最优达成条件；4、对比分析不同类别虚拟社区团购消费者福利的最优实现；5、开发虚拟社区团购企业决策支持系统。将与典型虚拟社区合作，旨在为企业实践提供指导，促进其制定营销策略，提升服务水平。

中文关键词： 虚拟社区；团购；行为决策；群体福利；社会网络结构

英文摘要： Nowadays, it has been widespread that virtual community combined with group buying which is the development direction of group buying in future. Existing researches on virtual community group-buying mainly focus on fields of consumer characteristics and consumption environment. Researchers consider consumers' group-buying behavior as the results of static factors' influence.They neglect the relations' structure that individuals are in. What's more, researches on game mechanism among individuals based on structure of community network are not in-depth enough. Basing on SNA analysis and social network structure,this research focus on community group-buying and discusses the influence mechanism that structured social relationship works on the dynamic decision-making behavior of community consumers. Firstly, the research will put forward twelve kinds ofdimensionsof network structure's characteristicsof virtual communitygroup-buying. Secondly， the item will analyse the procedure for searching information in non-spontaneous transactions and formation mechanismand impact mechanism of spontaneous transactions through modeling. Thirdly, researchers will explore conditions ofconsumers decision-making and maximization of group's welfare. Fourthly, we will contrast the conditions to reach maximization of group's welfare in

英文关键词： virtual community；group buying；behavioral decision；group welfare；social network structure