高校学生网上购书行为影响因素的实证研究

发布时间：2018-03-23 14:00

本文选题：高校学生　切入点：网上购书　出处：《重庆师范大学》2016年硕士论文

【摘要】：根据艾瑞咨询所发布中国网络购物市场的数据,2014年,中国的网络购物市场交易额已经达到2.8万亿元。中青年是网购群体的主力军,而高校学生则是该群体中的一员。高校学生作为年轻消费者,他们的网上购书模式是怎样的,他们网上购书行为的影响因素有哪些,其行为是否具有独特性?本文将以重庆大学城高校学生网上购书行为影响因素的实证研究为依托,在阅读国内外相关理论和文献的基础上,结合我国网络购物的实际情况,以高校学生为研究对象,分析高校学生网上购书意向和行为的主要影响因素,建立高校学生网上购书意向模型,分析验证模型的有效性,并得出相应研究结论,从而为网络书店调整营销策略提供参考。本文基于上述研究内容,在大量阅读文献和专家访谈基础上,找出高校学生网上购书行为的主要影响因素,同时对这些因素影响高校学生网络购物意向和行为进行分析,并为网络书店制定有效营销策略提出建议,此为本文研究的主要目标。本文首先对国内外有关消费者行为、网上购物行为、高校学生消费行为、消费者网上购书行为的相关理论进行梳理,综述技术接受模型(TAM)在网络购物方面的应用,以现有相关研究成果作为本文的理论基础。通过实际调研与问卷调查,得到高校学生网上购书行为的主要七大影响因素:网页排版、查找速度、服务态度、发货时间、物流速度、包装完整度、书籍质量。为了研究这些因素的影响程度,本文建立了高校学生网上购书意向线性回归模型对其进行了研究。本文以重庆市大学城为例对高校学生网上购书行为影响因素的实证分析,主要利用SPSSl6.0对问卷调查所获得数据进行分析,首先进行基本的描述性分析,然后进行信度、效度检验,最后对分析结果进行说明,并验证相关假设。根据数据分析结果提出本文的主要研究结论,进一步由本文的结论提出相应的电子商务企业营销建议,最后指出本研究存在的局限与不足之处,并为以后的研究内容和方向提出建议。
[Abstract]:China's online shopping market has reached 2.8 trillion yuan in 2014, according to data from China's online shopping market, released by Erie Consulting. The young and middle-aged are the main force of online shopping. College students are a member of this group. As young consumers, what are their online book-buying models, what are the influencing factors of their online book-buying behavior, and are their behaviors unique? Based on the empirical study of the influencing factors of college students' online book-buying behavior in Chongqing University Town, based on the reading of relevant theories and literature at home and abroad, this paper takes college students as the research object, combined with the actual situation of online shopping in China. This paper analyzes the main influencing factors of college students' online book-buying intention and behavior, establishes the college students'online book-buying intention model, analyzes and verifies the validity of the model, and draws the corresponding research conclusions. Based on the above research content, based on a large number of reading documents and expert interviews, this paper finds out the main influencing factors of college students' online book-buying behavior. At the same time, this paper analyzes the influence of these factors on college students' online shopping intention and behavior, and puts forward some suggestions for the establishment of effective marketing strategies for online bookstores, which is the main goal of this paper. The related theories of online shopping behavior, college students' consumption behavior and consumers' online book-buying behavior are reviewed, and the application of TAM-based technology acceptance model in online shopping is summarized. Based on the existing relevant research results, through the actual investigation and questionnaire survey, we get the seven main influencing factors of college students' online book-buying behavior: Web page layout, search speed, service attitude, delivery time, Logistics speed, package integrity, book quality. In order to study the impact of these factors, In this paper, a linear regression model of college students' online book-buying intention is established. This paper takes Chongqing University City as an example to analyze the influencing factors of online book-buying behavior of college students. This paper mainly uses SPSSl6.0 to analyze the data obtained from the questionnaire. First, the basic descriptive analysis is carried out, then the reliability and validity are tested. Finally, the analysis results are explained. According to the results of data analysis, this paper puts forward the main research conclusions, further from the conclusions of this paper to put forward the corresponding e-business marketing recommendations, and finally points out the limitations and shortcomings of this study. Some suggestions are put forward for the future research content and direction.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G645.5;F724.6

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