摘要：
针对购物狂欢节进行问卷调查, 通过描述统计、假设检验等方法分析居民对狂欢节优惠力度评价以及支出对购物行为的影响, 发现居民经历活动后对优惠力度并不满意, 且收到的商品存在质量问题, 支出选超过预算的消费者会节制购物行为通过建立树形图以及二项Logistic回归模型, 分析居民参加购物狂欢节的主要影响因素, 发现购物频率、年龄、性别是居民参加购物狂欢节的三大主要影响因素通过建立模糊综合评价模型, 分析居民购物体验满意度情况, 发现消费者对购物狂欢节的购物体验综合评价介于一般和比较满意之间, 说明购物狂欢节存在问题, 有待改进.由此, 分别针对商家、消费者、快递公司提出建议.%In terms of shopping carnivals, this paper conducted a questionnaire survey. The paper analyzed the evaluation of carnival discount, the impact of spending on shopping behavior by means of descriptive statistics and hypothesis testing. This paper draw the conclusion that the main reason for participation in shopping carnival was that " there is a shopping need and affordable", but after the activity residents are not satisfied with the discount, and the receipt of the goods have quality problems; besides, consumers will control shopping behavior if expenditure was over the budget. Through establishing the tree diagram and the binary Logistic regression model, the main influencing factors of residents participating in the shopping carnival were analyzed. It was found that the shopping frequency, age and gender were the three main factors that residents participate in the shopping carnival. By establishing a fuzzy comprehensive evaluation model, this paper analyzed the satisfaction of residents shopping experiences and found that the comprehensive evaluation of consumers shopping experience of shopping carnival was between general and satisfactory, indicating that there were problems in shopping carnival and it needs improving. This paper made recommendations for businesses, consumers, couriers respectively.
