用户对移动互联网推送消息使用意愿影响因素研究

发布时间：2018-03-03 04:27

本文选题：使用意愿　切入点：顾客让渡价值　出处：《中国科学技术大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据中国互联网络信心中心(CNNIC)发布的第38次中国互联网络发展状况统计报告显示在我国互联网的普及率达到51.70%,手机网民数量达到6.56亿。大数据和移动互联网时代给企业市场营销带来了重大变革,移动互联网在我国逐渐普及,使用移动互联网开展市场营销活动逐步引起了学术界和企业的重视。使用意愿是消费者行为决策过程中的关键环节,也一直是国内外学者在市场营销领域进行科学研究的重要变量。研究用户对企业通过移动互联网推送消息的使用意愿的影响因素则是本文的研究主题。目前在国内外对于使用意愿的研究比较成熟,随着新事物的出现对于使用意愿的研究也在不断的革新。我国关于移动互联网使用意愿的研究多是针对使用某一具体应用或功能,研究设计多是基于成熟的理论模型直接验证前因变量与使用意愿的相关关系。企业通过移动互联网与用户互动有两种方式,一是用户主动使用,另一种是企业向用户推送。本文研究的是用户接受移动互联网推送消息的使用意愿,在我国的研究中很少涉及。在阅读使用意愿、消费者行为决策模式、信息质量、双路径模式等相关文献后,我们将消费者行为决策模式与社会心理学中双路径模型结合来研究用户的使用意愿,认为用户对于推送消息态度的变化受中枢路径(感知信息质量)和边缘路径(社群影响)的影响。我们还探讨在用户从接受到推送消息到形成使用意愿过程中中介变量的作用,中介变量在以往关于使用意愿研究中很少涉及。此外,我们对比了不同性别群体面对推送消息不同的使用意愿。在收集了249份有效问卷并进行数据处理后,我们得出结论如下:(1)推送消息信息质量对用户的使用意愿有显著的正向影响,顾客让渡价值在该关系中起到完全中介作用。(2)社群影响对用户使用推送消息的意愿有显著的正向影响,这种影响关系是直接的,顾客让渡价值起到部分中介作用。(3)对于信息质量,女性群体在感知易用性对顾客总成本和使用意愿之间的相关关系的得分显著高于男性群体;社群影响对使用意愿相关关系的得分显著高于男性群体。基于此,本文给出了企业在使用移动互联网进行营销活动的相关建议和启示。
[Abstract]:According to the 38th China Internet Network Development Statistics report released by China Internet confidence Center (CNNIC), the Internet penetration rate in China has reached 51.70%, and the number of mobile phone users has reached 656 million. Big data and the era of Mobile Internet. Has brought great changes to the marketing of enterprises, Mobile Internet is becoming more and more popular in China. The use of mobile Internet to carry out marketing activities has gradually attracted the attention of academia and enterprises. The willingness to use is the key link in the decision-making process of consumer behavior. It has also been an important variable for domestic and foreign scholars to carry out scientific research in the field of marketing. The research topic of this paper is to study the influencing factors of users' willingness to push messages through mobile Internet. Internal and external studies on the willingness to use are relatively mature, With the emergence of new things, the study of willingness to use is constantly innovating. In our country, the research on the willingness to use mobile Internet is mostly focused on the use of a specific application or function. Most of the research and design are based on mature theoretical models to directly verify the relationship between the pre-dependent variables and the willingness to use. There are two ways for enterprises to interact with users through the mobile Internet, one is the active use of users. The other is the enterprise push to the user. This paper studies the user's willingness to accept the mobile Internet push message, which is rarely involved in the research of our country. In reading the intention to use, consumer behavior decision model, information quality, After the related literature, we combine the consumer behavior decision model with the dual path model in social psychology to study the user's willingness to use. It is considered that the change of user's attitude to push messages is influenced by the central path (perceived information quality) and the edge path (community influence). We also discuss the role of mediating variables in the process from receiving to pushing messages to forming the user's willingness to use. Mediating variables were rarely involved in previous studies on willingness to use. In addition, we compared the different gender groups' willingness to use when pushing messages. After collecting 249 valid questionnaires and processing the data, We conclude that: 1) the quality of push messages has a significant positive impact on the user's willingness to use. Customer delivery value plays a fully mediating role in the relationship.) the community influence has a significant positive impact on the user's willingness to use push messages, and the relationship is direct. For information quality, the scores of female group in perceived ease of use on the relationship between customer total cost and use intention were significantly higher than that in male group; Community impact has significantly higher scores on the relationship between the intention to use than the male group. Based on this, this paper gives some suggestions and revelations on the use of mobile Internet in marketing activities.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.55

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