摘要
中国国内网络团购行业自出现至今一直保持快速增长态势，受到各行各业的
商家和消费者的关注，发展十分迅速。目前已经逐步渗透到了餐饮服务，旅游，
休闲服务等领域，其中餐饮应用的最为广泛。由于商家以及团购网站对于消费者
的偏好了解不多，所以类似提供产品和服务同质化，商家一味依靠价格吸引消费
者甚至不惜牺牲产品以及服务质量的现象还时有发生

因此为了更好的了解消费者对于餐饮团购的消费偏好，本文借助联合分析法
来进行消费者的餐饮团购偏好研究，设计两次调研，首先通过实施第一次调研，
确定影响餐饮团购网络消费者购买的偏好属性，并确定结合相关研究文献以及访
谈确定餐饮团购的属性水平，从调研结果中抽取 5 个属性进行正交设计模拟 25
组市场产品的轮廓，构建全轮廓联合分析模型。并以全轮廓联合分析模型为依据
设计进行第二次调研，并对结果进行联合分析，另外还进行拟合检验，显示模型
的拟合精度较高并结合联合分析的结果，挖掘消费者对于餐饮团购产品不同属性
以及不同产品组合的偏好的原因以及线索，最后利用 SPSS 语法编辑器对于不同
的模拟产品进行市场占有率模拟，计算出相应模拟产品的市场占有率

在分析结果的基础上得到如下一些结论:餐饮类网络团购，价格和好评率对
于消费者的购买影响最大，值得商家重点关注，同时根据市场占有率预测结果可
以看出高好评率的产品的市场占有率并不逊色于低价格产品，由此得到网络消费
者的消费已经趋于理性的判断，也说明提高产品的好评率对于企业销售有较好的
正面促进作用

关键词： 餐饮团购；联合分析；SPSS；消费偏好IV
Study on Purchase Preference of Catering Group Purchase Online
Abstract
Chinese group purchase online industry has been maintained rapid growth since
it appeared. It is concerned by all sectors of the business and consumers and develops
rapidly. It has gradually penetrated into the world of the catering services, tourism,
leisure services and so on. It is used most widely in catering services. Because
businesses and group purchase don’t know much about consumers’ preference,
provide similar homogenization of products and services and businesses blindly rely
on the low price to attract consumers and even the phenomenon of debasing the
quality of products and services also occurs.
Therefore, in order to know better about the consumers’ preference for the food
and beverage group purchase, this paper uses the conjoint analysis method to study
the consumers’ preference for catering group purchase. Two investigations are
designed. First, through the implementation of the first investigation, determine the
attributes which affect the consumers’ preference for catering group purchase online
and determine the attributes level of catering group purchase by the combination of
related references and interviews. Extract 5 attributes from the results of the research
samples to carry out orthogonal design to simulate 25 groups market products outline
and build the whole contour of the conjoint analysis model. Carry out the second
investigation based on the whole contour of the conjoint analysis model and analyze
the results, and also carry out the test to show that the fitting precision of the model is
high. Tap the reasons and clues for the consumers’ preference of the group purchasing
products’ different attributes and different combining according to the results of
conjoint analysis. Finally use SPSS to simulate the market share for different
simulation products and calculate the market share of the corresponding simulation
products.
We get the following conclusions based on the results of the analysis: in catering
group purchase online, price and positive feedback rate affect the consumer’
purchasing most, which is worth focusing on by businesses. At the same time,V
according to predict results of market share, it can be seen that the market share of the
products which have high positive feedback rate isn’t lower than that of the products
which have low price. The consumers have had rational judgment for purchasing
online and it also shows that improving the positive feedback rate of products
promotes the enterprise sales positively.
Keywords: catering group purchase; conjoint analysis; SPSS; consumption
preferenceVI
目 次
摘要III
目 次.VI
第一章绪论..........1
1.1 论文研究背景 ..... 1
1.2 研究目的与意义.. 2
1.2.1 研究目的.... 2
1.2.2 研究意义.... 3
1.3 研究方法与研究思路....... 4
1.3.1 研究方法.... 4
1.3.2 研究思路... 5
1.4 论文研究内容 ...... 6
第二章相关理论及研究综述........7
2.1 网络团购相关理论综述 .... 7
2.1.1 网络团购概念及分类.......... 7
2.1.2 服务类网络团购特点及操作流程..... 8
2.1.3 网络团购研究现状.. 9
2.2 联合分析法概述. 15
2.2.1 联合分析法的概念 15
2.2.2 联合分析的基本原理与步骤.......... 15
2.2.3 联合分析法的优势 16
第三章餐饮类网络团购消费者消费行为分析及研究假设前提...18
3.1 餐饮类网络团购消费者行为分析18
3.2 基本研究假设前提 ......... 19
第四章联合分析设计与数据收集...20
4.1 餐饮类网络团购消费者偏好分析模型设计 .......... 20
4.1.1 餐饮类网络团购消费者购买偏好模型选择. 20
4.1.2 属性的确定.......... 21
4.1.3 属性以及属性水平的确定. 25
4.1.4 餐饮类网络团购虚拟产品组合正交设计.... 26
4.2 调查问卷设计与调研实施方案.... 29
4.2.1 调查问卷设计....... 29
4.2.2 调研实施方案....... 29
4.3 数据回收 .......... 29
4.4 问卷描述性统计. 30
第五章拟合检验与结果分析.......33
5.1 联合分析算法与拟合检验结果.... 33
5.1.1 联合分析算法....... 33VII
5.1.2 拟合检验结果....... 33
5.2 调查结果的联合分析...... 34
5.2.1 各属性相对重要性分析..... 34
5.2.2 各属性水平的相对重要性分析...... 36
5.3 市场占有率模拟分析...... 43
5.4 餐饮类网络团购产品经营对策研究......... 49
第六章结论.........51
6.1 论文总结
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