中国数字化消费行为及趋势分析

发布时间：2018-06-18 13:33

本文选题：数字化消费 + 网络经济学　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：随着互联网的普及与应用、移动互联与移动终端的发展,中国的网民数量增长速度日益加快。网民通过网络进行各种与经济、生活、沟通、信息搜集等有关的各类活动,互联网在生产和生活中的作用日益重要。通过互联网进行各种消费,以满足自身的物质和精神的需要。尤其是随着互联网应用的增大,通过互联网实现精神需求比例越来越高。通过互联网实现的各类消费活动,既有物质方面的,也有精神方面的;既有货币层面的,也有非货币化的;既有有形产品消费,也有无形服务的满足,这些消费包括在线活动、视频、音频、信息、购买、微博空间的利用与展示等等,这些消费统称为“数字化消费”,随着信息技术革命与互联网的普及,数字化消费的范围和种类日益增多。数字化消费属于网络经济形态下的新兴的消费方式,这一模式具有诸多的优势,同传统消费也表现出不同的特点。数字化消费的特点及其具有的内在的网络化的规律,促成数字化消费的蓬勃发展。本文在对数字化消费的概念界定与特点分析的基础上,进一步阐述了中国数字化消费的现状及存在的问题,并从理论层面对中国数字化消费的未来发展趋势做了简单的阐述。在对中国数字化消费进行理论分析和现实描述的基础上,本文在第4章对中国数字化消费进行了实证分析。对中国数字化消费行为的分析分为两个部分,一部分为数字化消费行为的宏观方面分析,一部分为微观方面分析。在宏观方面,本文主要研究中国居民收入、受教育水平以及互联网普及率对数字化消费者消费行为的影响。本部分首先建立模型并对变量的设置进行说明,其次采用回归分析的方法对所设模型进行多元回归,最后通过优化回归方程得出结论。在微观方面,本文以计划行为理论和技术接受模型为基础,首先构建出数字化消费者消费意愿影响模型,经过理论分析得出数字化消费者的数字化消费行为取决于对数字化消费的感知有用性、感知易用性以及主观推测和感知行为控制等多方面因素,针对每一个变量选取相关的决定因子来设计问卷,对回收的问卷数据进行整理和实证分析,得出了中国数字化消费者消费意愿的影响路径。最终本文得出以下结论:(1)居民收入水平、受教育水平和互联网建设水平能够促进数字化消费。(2)无论男性还是女性都认为数字化消费优化自身的生活,但是男性较女性更容易接受数字化消费的使用操作。(3)数字化消费行为有三条路径:数字化消费者的主观推测影响其是否进行消费的意愿;数字化消费者对数字化消费的感知易用性和感知有用性共同作用影响其是否进行数字化消费的意愿;数字化消费者的主观推测作用于消费者的感知有用性,从而影响数字化消费意愿。尽管通过第3章的理论层面和第4章的实证层面分析的结果表明,数字化消费前景看好。但是毋庸置疑,作为一种新兴的事物,在发展过程中必然会面临各种的问题。数字化消费的网络化过程便产生了数字版权问题;随着数字化消费者陆续离世,数字遗产问题也将凸显;数字化消费的非货币性比重日益增大,将会对当前的生产与消费产生巨大的影响,并且对经济学理论也将产生一定的挑战。本文在第5章对此进行了系统性的阐述和分析。
[Abstract]:With the popularization and application of the Internet, the development of mobile Internet and mobile terminals, the number of Internet users in China is growing faster and faster. Internet users play various kinds of activities related to economy, life, communication and information collection through the network. The Internet plays a more and more important role in production and life. To meet their own material and spiritual needs. Especially with the increase of Internet applications, the proportion of spiritual demand through the Internet is becoming higher and higher. All kinds of consumption activities achieved through the Internet have both material and spiritual aspects, both monetary and non monetization; both the consumption of tangible products and the lack of money This consumption includes online activities, video, audio, information, information, purchase, the use and display of micro-blog space. These consumption are called "digital consumption". With the information technology revolution and the popularization of the Internet, the range and type of digital consumption are increasing. Digital consumption belongs to the new form of network economy. The mode of consumption, which has many advantages, has different characteristics with traditional consumption. The characteristics of digital consumption and its inherent network law have contributed to the flourishing development of digital consumption. On the basis of the definition and special point analysis of digital consumption, this paper further expounds the number of China. On the basis of theoretical analysis and realistic description of digital consumption in China, the paper analyses the digital consumption in China on the basis of the theoretical analysis and the realistic description of the Chinese digital consumption. The analysis of the digital consumption behavior in China is analyzed in the fourth chapter. It is divided into two parts, one is macro analysis of digital consumption behavior, and the other is micro analysis. In macro aspect, this paper mainly studies the influence of Chinese residents' income, education level and Internet popularity on consumer behavior of digital consumers. Secondly, the regression analysis method is used for multiple regression of the model. Finally, the conclusion is obtained by optimizing the regression equation. On the microcosmic aspect, this paper, based on the theory of planned behavior and the model of technical acceptance, first builds the model of the influence of the consumer willingness of digital consumers, and obtains the digital consumer's figures through theoretical analysis. The consumption behavior depends on the perceived usefulness of digital consumption, perceived ease of use, subjective speculation and perceived behavior control, and the selection of relevant determinants for each variable to design a questionnaire, collate and analyze the recycled questionnaire data, and obtain the willingness of Chinese digital consumers to consume. Finally, the following conclusions are drawn: (1) the level of residents' income, the level of education and the level of Internet construction can promote digital consumption. (2) both men and women think that digital consumption optimizes their own life, but men are more likely to be connected with the use of digital consumption than women. (3) digital consumption behavior There are three paths: the subjective speculation of digital consumers affects their willingness to consume; the perceived ease of use and perceived usefulness of digital consumers affect their willingness to carry out digital consumption; the subjective speculation of the digital consumer affects the perceived usefulness of the consumer, thus affecting the consumer's perceived usefulness. In spite of the results of the theoretical and fourth chapters of the third chapters, the digital consumption will show that the future of digital consumption is good. However, as a new thing, it will inevitably face a variety of problems in the process of development. The network process of digital consumption has produced digital copyright issues; Digital consumers are leaving the world, the digital heritage will also be highlighted. The increasing non monetary proportion of digital consumption will have a great impact on the current production and consumption, and will also have a certain challenge to the economic theory. This paper has carried out a systematic exposition and analysis in this paper in the fifth chapter.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F126.1

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