快消品移动电商平台消费者购买意愿影响因素分析

发布时间：2018-11-08 14:57

【摘要】：随着智能移动设备的大量普及和移动通信技术的迅猛发展,移动电子商务凭借其移动性、及时性、个性化、方便性和基于位置服务的优势在很大程度上改变了人们的购物习惯和购物方式,对人们的工作和生活产生了更加强大和更深层次的影响。移动购物使消费者不再拘泥于空间的限制并且24小时都可以购买自己想买的商品,提高了消费者网购的效率,同时增加了消费者在移动电商平台购买商品的频率。移动电子商务的出现和应用将会带来商业价值的改变,快消品作为市场上激烈竞争的产品之一,其发展势头迅猛,具有广阔的市场前景,研究消费者使用移动设备在移动电商平台购买快消品的影响因素对快消品移动电商企业具有很大的价值。然而,研究学者对快消品移动电子商务的研究大都是以介绍性文章为主,几乎没有研究学者对快消品移动电商平台消费者购买意愿的影响因素进行实证研究,实际上影响消费者在移动电商平台上购买快消品意愿的因素对快消品企业在移动电子商务领域的发展有着关键性的作用,这些影响因素甚至可以决定一个快消品企业在移动电子商务领域的兴亡。本研究在已有研究的基础上对快消品、移动电商平台、消费者购物态度、知觉行为控制和消费者网上购买意愿的研究现状进行了综述,将网上消费者行为理论TRA、TPB和TAM模型进行了整合,从消费者在移动电商平台购买快消品意愿的角度出发,结合现实生活中消费者在移动电商平台购买快消品的情况构建了本文11个维度的模型框架,采用SPSS和结构方程模型(SEM)对这些影响因素进行了实证分析,探究了快消品移动电商平台影响消费者购买意愿的因素。研究发现感知享受性、手机专享价、便利性、功能易用性、风险认知和个性化推荐通过购物态度影响消费者购买意愿;消费者自我创新对消费者知觉行为控制无显著影响;自我效能认知通过知觉行为控制影响消费者的购买意愿;新增路径感知享受性对消费者在移动电商平台购买快消品的意愿有显著的正向影响。本论文基于消费者网上行为理论旨在研究快消品移动电商平台影响消费者购买意愿的因素,以便为快消品行业在移动电子商务领域的发展提供可行性的参考。
[Abstract]:With the popularity of intelligent mobile devices and the rapid development of mobile communication technology, mobile e-commerce with its mobility, timeliness, personalization, Convenience and location-based services greatly change people's shopping habits and shopping styles, and have a stronger and deeper impact on people's work and life. Mobile shopping makes consumers no longer confined to space and can buy the goods they want to buy 24 hours a day. It improves the efficiency of consumers' online shopping and increases the frequency of consumers buying goods on mobile e-commerce platform. The emergence and application of mobile electronic commerce will bring about the change of commercial value. As one of the products with fierce competition in the market, fast consumer goods have a rapid development momentum and broad market prospects. It is of great value to study the influence factors of consumers to buy fast consumer goods on mobile e-commerce platform by using mobile devices. However, most of the research on fast consumer mobile e-commerce is based on introductory articles, and few scholars have made empirical research on the influencing factors of consumers' willingness to buy on the mobile e-commerce platform of fast consumer goods. In fact, the factors that affect consumers' willingness to buy fast consumer goods on mobile e-commerce platforms play a key role in the development of fast consumer goods enterprises in the field of mobile e-commerce. These influencing factors can even determine the rise and fall of a fast consumer enterprise in the field of mobile e-commerce. On the basis of existing research, this study summarizes the research status of fast consumer goods, mobile ecommerce platform, consumer shopping attitude, perceptual behavior control and consumers' purchase intention on the Internet, and puts forward the theory of online consumer behavior TRA,. The TPB and TAM models are integrated. From the perspective of consumers' willingness to buy fast goods in mobile e-commerce platform, the paper constructs a model framework of 11 dimensions in this paper, combining with the situation of consumers buying fast goods on mobile e-commerce platform in real life. SPSS and structural equation model (SEM) are used to analyze these influencing factors, and the factors that affect consumers' willingness to buy are explored. The study found that perceived hedonism, mobile phone exclusive pricing, convenience, functional ease of use, risk perception and personalized recommendation influence consumers' purchase intention through shopping attitude, while consumer self-innovation has no significant effect on consumer perceived behavior control. Self-efficacy cognition affects consumers' willingness to buy through perceptual behavior control, and new path perceived hedonism has a significant positive effect on consumers' willingness to buy fast goods on mobile e-commerce platforms. The purpose of this paper is to study the factors that affect consumers' willingness to buy on the basis of consumer online behavior theory, so as to provide a feasible reference for the development of fast consumer goods in the field of mobile electronic commerce.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F713.55

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