高端智能手机用户购买动机与行为研究
发布时间：2018-10-09 09:58
【摘要】：智能手机分为高端、中端和低端智能手机。近几年,高端智能手机市场取得了快速发展,市场份额比重越来越高,这对企业而言既是机遇又是挑战。如何吸引更多的潜在客户,并且刺激他们购买高端智能手机成为了企业的一大挑战。本文主要研究高端智能手机用户的购买动机和购买意向如何影响购买行为,并通过数据分析,为手机厂商提供营销策略上的建议。 本研究以技术接受模型(TAM)为基本框架,综合其他模型的优点构建本文的研究模型。本文研究模型由初始变量、中介变量和输出变量构成。其中,初始变量由高端智能手机用户的购买动机构成,中介变量由购买意向构成,输出变量即为高端智能手机用户的购买行为。 本研究采用问卷调查方法,得到133份有效数据。在对数据进行分析之后,本文的研究假设基本得到验证,结果如下： 1.高端智能手机用户的购买动机包括：自我享乐动机、品质追求动机、工具性动机、自我实现动机、炫耀动机、社交动机和从众动机7种类型。 2.自我享乐动机、品质追求动机、工具性动机、自我实现动机、炫耀动机、社交动机和从众动机对购买意向有积极影响作用；品质追求动机、自我享乐动机、自我实现动机、社交动机和从众动机对手机的更换频率有积极的影响；炫耀动机和从众动机对购买的手机数量有显著的积极影响；自我享乐和社交动机对购买手机的支出有显著的积极影响；购买意向对更换手机的频率和手机数量都有显著的相关性；购买意向对购买的手机的支出影响并不显著。
[Abstract]:Smartphones are divided into high-end, middle-and low-end smartphones. In recent years, the high-end smartphone market has made rapid development, the proportion of market share is increasing, which is both an opportunity and a challenge for enterprises. How to attract more potential customers and stimulate them to buy high-end smartphones has become a big challenge for enterprises. This paper mainly studies how the purchasing motivation and intention of high-end smartphone users influence the purchasing behavior, and through the analysis of the data, it provides some suggestions on the marketing strategy for the mobile phone manufacturers. In this study, the technical acceptance model (TAM) is taken as the basic framework and the advantages of other models are combined to construct the research model of this paper. The model is composed of initial variable, intermediate variable and output variable. Among them, the initial variable is composed of the purchase motivation of the high-end smartphone user, the intermediary variable is the purchase intention, and the output variable is the purchasing behavior of the high-end smartphone user. In this study, 133 valid data were obtained by questionnaire survey. After analyzing the data, the hypotheses of this paper are basically verified. The results are as follows: 1. There are seven types of motivation for high-end smartphone users: self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-actualization motivation, flaunting motivation, social motivation and herd motivation. 2. Self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-realization motivation, flaunting motivation, social motivation and herd motivation have a positive effect on purchase intention, quality pursuit motivation, self-enjoyment motivation, self-realization motivation, Social motivation and herd motivation have a positive impact on the frequency of mobile phone turnover, showing off motivation and herd motivation have a significant positive impact on the number of mobile phones purchased, self-enjoyment and social motivation have a significant positive impact on the spending of mobile phone purchase. The purchase intention has significant correlation with the frequency and the number of mobile phones, but the purchase intention has no significant effect on the mobile phone expenditure.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F713.55
本文编号：2258920
[Abstract]:Smartphones are divided into high-end, middle-and low-end smartphones. In recent years, the high-end smartphone market has made rapid development, the proportion of market share is increasing, which is both an opportunity and a challenge for enterprises. How to attract more potential customers and stimulate them to buy high-end smartphones has become a big challenge for enterprises. This paper mainly studies how the purchasing motivation and intention of high-end smartphone users influence the purchasing behavior, and through the analysis of the data, it provides some suggestions on the marketing strategy for the mobile phone manufacturers. In this study, the technical acceptance model (TAM) is taken as the basic framework and the advantages of other models are combined to construct the research model of this paper. The model is composed of initial variable, intermediate variable and output variable. Among them, the initial variable is composed of the purchase motivation of the high-end smartphone user, the intermediary variable is the purchase intention, and the output variable is the purchasing behavior of the high-end smartphone user. In this study, 133 valid data were obtained by questionnaire survey. After analyzing the data, the hypotheses of this paper are basically verified. The results are as follows: 1. There are seven types of motivation for high-end smartphone users: self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-actualization motivation, flaunting motivation, social motivation and herd motivation. 2. Self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-realization motivation, flaunting motivation, social motivation and herd motivation have a positive effect on purchase intention, quality pursuit motivation, self-enjoyment motivation, self-realization motivation, Social motivation and herd motivation have a positive impact on the frequency of mobile phone turnover, showing off motivation and herd motivation have a significant positive impact on the number of mobile phones purchased, self-enjoyment and social motivation have a significant positive impact on the spending of mobile phone purchase. The purchase intention has significant correlation with the frequency and the number of mobile phones, but the purchase intention has no significant effect on the mobile phone expenditure.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F713.55
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