基于UTAUT模型的购物APP用户使用行为的影响因素研究

发布时间：2018-02-28 22:32

本文关键词： 移动购物购物APP 用户使用行为　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网的迅速发展和普及,电子商务逐渐向客户端延伸。网购已经成为人们必不可少的一种购物方式。网购不仅方便了人们的购买行为、提高了人们的交易效率,给人们提供了更多的购物选择,更逐渐改变着人们过去的购物习惯。近年来,随着移动网络技术的迅速发展,和以智能手机为代表的移动终端设备的应用和普及,各种各样的APP被开发出来。APP安装在客户端移动设备上,是移动终端设备的功能延伸。APP的出现不仅增加了智能手机的功能,也悄然改变着人们的生活和行为习惯,各种各样的APP应用程序曾出不穷。在这样的潮流下,各大电商网站也纷纷设计和开发出自己的移动购物APP应用程序,同时配合一系列的营销手段,积极地推广自己的购物APP,占领用户的手机桌面,为进一步锁定用户和精准营销打下基础。购物APP相比于传统的购物网站,有着更加突出的营销优势。商家通过购物APP更容易锁定用户,与用户建立更密切的联系,并能更加方便的为用户提供精准化的营销,从而为用户创造更多的客户价值,提高用户的忠诚度,达到更好的营销效果。人们的网络购物也从PC端延伸到了移动设备端,网络购物突破了有线网络的限制,人们可以随时随地的进行购买和支付,移动购物逐渐成为人们普遍接受的一种购物方式。在大各大电商纷纷推出自己的购物APP之际,市场竞争也非常激烈。如何设计购物APP使其更能满足用户的需求,是电商、APP的开发者和运营者所普遍面临的问题。为了解决这一问题,促进购物APP的有效推广,需要更进一步地理解用户的使用行为。因此,本文基于"联合技术接受与使用模型(UTAUT)",研究了购物APP用户使用行为的影响因素。在原模型提出的四个影响因素(绩效期望、努力期望、社会影响、促进因素)的基础上,根据移动购物APP的特点和用户的使用行为,新增加了感知风险和享乐动机这两个影响因素,构建了购物APP用户使用行为的影响因素模型,并提出本文的研究假设。通过问卷调查法,收集数据,并采用AMOS统计软件进行结构方程建模,验证本文提出的研究假设。最后,本文的实证研究结果表明:绩效期望、努力期望、社会影响和享乐动机对用户的使用意愿有正向影响,感知风险对用户的使用意愿有负向影响,使用意愿对使用行为有正向影响;促进因素对使用行为有直接的正向影响作用。根据研究结论,本文最后提出了购物APP用户使用行为的促进策略,为购物APP的开发和运营提供合理化的建议。
[Abstract]:With the rapid development and popularization of the Internet, e-commerce has gradually extended to the client. Online shopping has become an indispensable way of shopping. Online shopping not only facilitates people's purchase behavior, but also improves people's transaction efficiency. In recent years, with the rapid development of mobile network technology, and the application and popularization of mobile terminal devices represented by smart phones, A variety of APP has been developed and installed on the client mobile devices. It is the function extension of mobile terminal devices. App has not only increased the function of smart phones, but also quietly changed people's life and behavior habits. Under such a trend, various APP applications have developed and developed their own mobile shopping APP applications, along with a series of marketing methods. Actively promote their own shopping app, occupy the user's mobile desktop, and lay the foundation for further targeting users and precision marketing. Shopping APP compared with traditional shopping sites, More prominent marketing advantages. Merchants through shopping APP easier to lock in users, establish closer links with users, and more convenient to provide accurate marketing for users, thereby creating more customer value, People's online shopping also extends from PC to mobile devices. Internet shopping breaks through the limitation of wired network, people can buy and pay anytime and anywhere. Mobile shopping has gradually become a generally accepted way of shopping. As large e-commerce companies launch their own shopping APP, the market competition is also very fierce. How to design a shopping APP to better meet the needs of users, In order to solve this problem and promote the effective promotion of shopping APP, we need to better understand the behavior of users. Based on the "Joint Technology acceptance and usage Model (UTAUTT)", this paper studies the influencing factors of the user's use behavior of shopping APP. Based on the four factors (performance expectation, effort expectation, social impact, promotion factor) proposed by the original model. According to the characteristics of mobile shopping APP and user's use behavior, this paper adds two influencing factors, perceived risk and pleasure motivation, and constructs a model of influencing factors of user's use behavior of shopping APP. The research hypotheses of this paper are put forward. The data are collected by questionnaire, and the structural equation is modeled by AMOS statistical software. Finally, the empirical results show that: performance expectation, It is expected that social influence and hedonic motivation have a positive effect on the user's willingness to use, perceived risk has a negative effect on the user's willingness to use, and the intention of using has a positive effect on the user's use behavior. According to the conclusion of the research, this paper puts forward the promotion strategy of the user's use behavior of shopping APP, and provides some reasonable suggestions for the development and operation of shopping APP.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F49

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