基于UTAUT模型的大学生网络购物消费倾向研究

发布时间：2018-04-14 12:12

本文选题：UTAUT + 模型　；参考：《江南大学》2012年硕士论文

【摘要】：随着网络的普及以及电子商务的蓬勃发展,网络购物正在被越来越多的人所接受并使用,逐渐成为当今最火爆、最受年轻一族所追捧的购物方式,未来几年网络购物市场将迎来井喷式发展。中国网络购物市场的快速发展为电子商务企业和网络零售商提供广阔市场和发展空间的同时也带来了更大的挑战。在借鉴国内外关于网络购物消费行为相关理论和实证研究的基础上,探讨影响大学生网络购物消费倾向的因素。本文首先对网络购物消费的研究现状和UTAUT模型进行了分析,然后在UTAUT模型的基础上结合前人的研究总结网络购物消费倾向的影响因素,以大学生为研究对象,建立网络购物消费行为模型并提出研究假设,设计相应的量表进行实证调查,最后用SPSS统计软件实证检验UTAUT模型在网络购物领域的适应性,对研究假设进行验证,从而找出对大学生网络购物消费倾向有显著影响的因素,以期为企业网络营销提出建设性意见。研究结果表明:通过主成分分析法获得大学生网络购物消费倾向的主要影响因素分别为感知有用、促成条件、社会因素、感知易用、购物乐趣、工作适配性。大学生不同性别在社会因素和购物乐趣两个因素上具有显著差异;不同的网购频率对感知有用、社会因素、购物乐趣以及消费倾向上存在显著差异;不同的月可支配收入在消费倾向上存在显著差异。感知有用、促成条件、社会因素、感知易用、购物乐趣以及工作适配性与消费倾向均显著正相关。感知有用、促成条件、社会因素、感知易用以及购物乐趣对于网络购物消费倾向具有显著的预测能力,并且感知有用、促成条件对消费倾向的预测力最强。
[Abstract]:With the rapid development of network and the popularity of e-commerce, online shopping is being accepted by more and more people and use, has become the most popular, most young people sought a way of shopping, online shopping market in the next few years will usher in a spurt of development. The rapid development of Chinese network shopping market provides a broad market and development the space for e-commerce companies and online retailers also brought more challenges.
On the basis of domestic and foreign about online shopping consumer behavior theory and empirical research, to explore the influencing factors of College Students' online shopping consumption. Firstly, online shopping consumer research and UTAUT model to analyze the influencing factors, and then combined with previous research summarized the network shopping consumption on the basis of the UTAUT model. College students as the research object to establish consumer behavior of online shopping model and put forward the research hypothesis, design the corresponding scale of empirical investigation, finally using empirical SPSS statistical software to test the adaptability of the UTAUT model in the field of online shopping, to verify the research hypothesis, so as to find out the factors have significant influence on College Students' online shopping consumption, in order to constructive suggestions are put forward for the enterprise network marketing.
The results show that: the main factors that affect the network shopping consumption tendency of college students through the principal component analysis are perceived usefulness, facilitating conditions, social factors, perceived ease of use, shopping, work adaptation. Students of different gender have significant differences in social factors and shopping fun two factors; different frequency of online shopping the perceived usefulness, social factors, there are significant differences in shopping pleasure and consumption tendency; different monthly disposable income have significant differences in the propensity to consume. Facilitating conditions, perceived usefulness, perceived ease of use, social factors, shopping fun and job fit and consumption tendency were significantly correlated. Perceived usefulness, facilitating conditions and social factors, perceived ease of use and shopping has a significantly predictive power for the network shopping consumption tendency, and perceived usefulness, to predict the propensity to consume condition The strongest.

【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;G649.2;F224

【引证文献】