基于TPB理论西安市大学生运动装消费行为研究

发布时间：2018-05-27 04:46

本文选题：计划行为理论 + 大学生　；参考：《西安工程大学》2015年硕士论文

【摘要】：目前国内运动装消费市场发展快速,市场前景广阔。本课题以西安市高校大学生的运动装消费行为为研究要点,从心理学的角度分析大学生运动装消费行为意向的影响因素以及各影响因素之间的相互关系,为企业进行市场细分,确定目标消费群体和制定营销战略等提供参考依据。本课题首先应用计划行为理论(Theory of Planned Behavior,简称TPB)构建大学生运动装消费行为的理论模型,然后提出研究假设,并设计调查问卷,借助统计软件IBM SPSS Statistics 19和IBM Amos 21对调查数据分别进行描述性统计分析、信度分析、效度分析、探索性因子分析、相关分析、方差分析以及结构方程模型分析,最后得出相关结论。研究结果表明:(1)外界影响因素因子EF与大学生运动装消费的行为态度因子AT、主观规范因子SN、感知行为控制因子PBC存在显著相关性,且为正相关;大学生运动装消费行为意向因子BI与大学生运动装消费行为态度因子AT、主观规范因子SN和感知行为控制因子PBC之间存在显著正相关关系;外界影响因素因子EF与大学生运动装消费的行为意向因子BI之间有显著相关性,且为正相关。(2)大学生的性别对大学生运动装消费的行为意向、行为态度、主观规范、感知行为控制并未表现出显著性差异;但是大学生的年龄、学历与大学生运动装消费的感知行为控制存在显著差异;大学生的专业和月可支配收入在大学生运动装消费行为的主观规范上存在显著差异。(3)大学生运动装消费行为的结构方程模型中,行为态度、感知行为控制、主观规范都对运动装消费的行为意向有一定程度的影响,其中大学生运动装消费行为的主观规范对大学生运动装消费行为意向的影响最大。(4)外界影响因素与大学生运动装消费的行为态度、主观规范、感知行为控制之间都有相关性,其中与主观规范的相关系数最大。而在大学生运动装消费行为的主观规范中,同学和朋友的建议对大学生购买运动装影响最大。(5)通过结构方程模型的分析验证,本课题的大学生运动装消费行为的理论模型整体拟合度良好,进一步验证了计划行为理论对大学生运动装消费行为的研究同样适用,并对预测大学生运动装消费行为有一定参考作用。
[Abstract]:At present, the domestic sports clothing consumer market develops rapidly, the market prospect is broad. This subject takes the sports clothing consumption behavior of university students in Xi'an as the main point of study, analyzes the influencing factors of college students' sportswear consumption behavior intention from the angle of psychology and the relationship between the influencing factors, so as to subdivide the market for the enterprises. Identify target consumer groups and develop marketing strategies to provide a reference basis. In this paper, we first apply the theory of planning behavior of Planned Behavior, to construct the theoretical model of college students' sportswear consumption behavior, then put forward the research hypotheses, and design the questionnaire. Descriptive statistical analysis, reliability analysis, validity analysis, exploratory factor analysis, correlation analysis, variance analysis and structural equation model analysis were carried out with statistical software IBM SPSS Statistics 19 and IBM Amos 21, respectively. Finally, the relevant conclusions are drawn. The results showed that there was a significant correlation between EF, behavioral attitude factor, subjective norm factor and perceived behavior control factor (PBC) of college students' sportswear consumption, and there was a positive correlation between EF and perceived behavior control factor (PBC). There was a significant positive correlation between BI and ATA, the subjective norm factor SN and the perceived behavior control factor (PBC). There is a significant correlation between EF and the behavioral intention factor BI of college students' sportswear consumption, and it is positive correlation. 2) the behavior intention, behavior attitude, subjective norm of college students' sex to college students' sportswear consumption. There is no significant difference in the control of perceived behavior, but there are significant differences between the age and educational background of college students and the control of perceived behavior of college students' sportswear consumption. There is a significant difference between the professional and monthly disposable income of college students in the subjective norms of college students' sportswear consumption behavior. (3) in the structural equation model of college students' sportswear consumption behavior, the behavior attitude and perceived behavior control. Subjective norms have a certain degree of influence on the behavior intention of sportswear consumption. Among them, the subjective norms of college students' sportswear consumption behavior have the greatest influence on college students' sportswear consumption behavior intention. (4) there is a correlation between the external influence factors and the behavior attitude, subjective norm, perceptual behavior control of college students' sportswear consumption. The correlation coefficient with subjective norms is the largest. In the subjective norms of college students' sportswear consumption behavior, the suggestions of students and friends have the greatest influence on college students' purchase of sportswear. The theoretical model of sports clothing consumption behavior of college students in this paper has a good fit, which further verifies that the theory of planned behavior is also applicable to the study of sports wear consumption behavior of college students. And to predict college students sports clothing consumption behavior has certain reference function.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F713.55

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