互动营销对社区团购的影响研究：以捆绑策略为调节

Research on the Impact of Interactive Marketing on Community Group Buying, with Bundling Strategy as the Moderating Variable

冉玮潇(Weixiao Ran)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 733-743

https://doi.org/10.29754/caicictbs.202205.0071

摘要

随着生活与互联网的融合程度不断加深，生活方式正潜移默化的改变，人们逐渐习惯在线上购物。本次研究以依托真实的社区场景，具有社交属性的社区团购运营模式为出发点，基于消费者行为意向模型，将感知价值作为中介变量，加入捆绑策略作为调节变量，探讨互动营销对社区团购持续使用意愿的影响。研究选择具有社区团购经验的人群进行问卷调查，通过数据统计分析。结果显示，互动营销对社区团购持续使用意愿具有显著正向影响，感知价值具有部分中介效应，捆绑策略具有负向调节的作用。这为后续社区团购平台的运营和发展提供一定的参考价值。

關鍵字

社区团购持续使用意愿 ； 互动营销 ； 感知价值 ； 捆绑策略

並列摘要

As the integration of life and the Internet deepens, people's way of life is changing imperceptibly, and people are more and more accustomed to shopping online. Community group buying is an online group buying platform, which relies on real community scenes and has strong social attributes. Based on the behavioral intention model of consumers, this paper takes perceived value as a mediator and bundling strategy as a moderator to explore the impact of interactive marketing on the willingness to continue using community group buying. The research selects people with community group buying experience to conduct a questionnaire survey and analyzes the data. The results show that interactive marketing has a significant positive impact on the willingness to continue using community group buying, the perceived value has a partial mediating effect, and the bundling strategy has a negative regulatory effect. This provides a certain reference value for the operation and development of the follow-up community group buying platform.

並列關鍵字

Willingness to Continue Using Community Group Purchase ； Interactive Marketing ； Perceived Value ； Bundling Strategy