社交网络对成都女大学生化妆品消费行为的影响研究

发布时间：2018-04-13 17:37

本文选题：社交网络 + 化妆品消费行为　；参考：《西南交通大学》2013年硕士论文

【摘要】：近几年来,我国的社交网络发展迅速,给人们工作、生活、学习带来极大便利的同时,也为各企业的营销方式和现代人消费行为模式带来了巨大的转变,社交网络不仅改变了消费者与企业、营销者之间的沟通模式,企业、营销者也可以及时地发现潜在存在的问题和机遇,促进企业业务的发展。而化妆品行业具有一定的特殊性,近几年来女性化妆品消费不断增长,作者便将目光落在大学生群体中,女大学生作为女性化妆品消费群体中特殊的消费群体,虽然受到消费能力、环境等诸多限制,但当今女大学生在化妆品消费领域的作用仍是不容小觑的,而社交网络在女大学生选购化妆品过程中又起到了一定的影响,因此研究社交网络对女大学生化妆品购买的影响研究既有理论意义,又有实践指导。但目前国内还缺乏关于社交网络对女大学生化妆品消费行为影响的研究,甚至说是一个空白,因此本研究着重探讨在社交网络中,女大学生的社交活动行为对其化妆品购买意愿的影响机制,为社交网络中化妆品行业的理论研究和营销实践提供可靠的依据和指导。鉴于此,本文以社交网络为研究平台,以成都女大学生为研究对象,在借鉴国内外学者对社交网络、消费行为等相关研究的基础上,根据社交网络、网络口碑、消费者购买意愿、感知价值、信任等理论,提出了社交网络中化妆品消费行为的维度与测量量表,并提出假设模型,利用SPSS17.0、AMOS17.0软件进行假设模型的验证。本文以成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)为中间变量,构建了社交网络中成都女大学生化妆品消费行为的各个维度(有用性、参与性、对话性、连通性)、成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)、购买意愿三者之间的研究模型,并通过访谈、问卷等实证调研探讨社交网络对成都女大学生化妆品购买意愿的影响模式。得出以下结论：成都女大学生对社交网络的信任、感知价值与购买意愿成正相关关系；社交网络有用性与成都女大学生对社交网络信任、化妆品购买意愿成正相关关系；社交网络的参与性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的对话性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的连通性与成都女大学生对社交网络的信任和感知价值成正相关关系。
[Abstract]:In recent years, the rapid development of social networks in China has brought great convenience to people to work, live and study, at the same time, it has also brought tremendous changes to the marketing mode of enterprises and the consumption behavior patterns of modern people.Social network not only changes the communication mode between consumers and enterprises, but also promotes the development of business. Enterprises and marketers can also discover the potential problems and opportunities in time.The cosmetics industry has some particularity. In recent years, the consumption of female cosmetics has been increasing, the author will focus on the college students, female college students as a special consumer group of female cosmetics,Although limited by consumption ability, environment and so on, the role of female college students in the field of cosmetics consumption is still not to be underestimated, and the social network has played a certain role in the process of selecting and buying cosmetics for female college students.Therefore, the research on the influence of social network on cosmetics purchase of female college students has both theoretical and practical significance.However, there is still a lack of research on the influence of social network on cosmetics consumption behavior of female college students, even a blank, so this study focuses on the social network.The influence mechanism of female college students' social activities on their cosmetics purchase will provide reliable basis and guidance for the theoretical research and marketing practice of cosmetics industry in social network.In view of this, this paper takes the social network as the research platform, takes Chengdu female college students as the research object, draws lessons from the domestic and foreign scholars to the social network, the consumption behavior and so on related research foundation, according to the social network, the network word-of-mouth,Based on the theory of consumers' willingness to buy, perceived value and trust, the dimensions and measurement scale of cosmetics consumption behavior in social networks are put forward, and a hypothetical model is proposed, which is verified by SPSS 17.0 / AMOS17.0 software.Taking Chengdu female college students' cognition of cosmetics information (network trust, perceived value) as intermediate variables, this paper constructs the dimensions (usefulness, participation, dialogue) of cosmetics consumption behavior of Chengdu female college students in social network.Connectivity, Chengdu female college students' perception of cosmetic information on social networks (online trust, perceived value, purchase intention) is a research model, and through interviews,Questionnaire and other empirical research to explore the impact of social networks on Chengdu female college students cosmetics purchase willingness model.The conclusions are as follows: Chengdu female college students' trust in social network, perceived value and purchase intention are positively correlated, the usefulness of social network is positively related to Chengdu female college students' trust in social network, cosmetics purchase intention is positive correlation;The participation of social network has a positive correlation with Chengdu female college students' trust, perceived value and cosmetics purchase intention, and the dialogue of social network and Chengdu female college students' trust and perceived value of social network.Cosmetics purchase intention was positively correlated with social network connectivity and Chengdu female college students' trust and perceived value of social network were positively correlated.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;G645.5;F713.55

【参考文献】