智能手机产品属性对消费者行为意向的影响研究

发布时间：2018-01-02 01:28

本文关键词：智能手机产品属性对消费者行为意向的影响研究　出处：《广东工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：据知名市场研究机构IDC (International Data Corporation)统计：2014年中国智能手机市场出货量首次达到创纪录的4.2亿部,比2012年增长19.9%,全球智能手机的销量已经超过电脑销量的2倍,世界正式迈入移动互联网时代。智能手机当前早已渗透到我们生活的每个角落,一方面,技术的不断进步使智能手机的功能配置越来越强大,人们可以借助手机实现众多的功能；另一方面,丰富的应用软件极大的方便了我们的生活,提升了生活的趣味性。然而,智能手机在不断丰富和改变我们生活的同时也带给我们思考,智能手机产品本身的属性特征究竟会对消费者行为意向产生何种影响,消费者最为关心和需要的产品属性又包含哪些呢?这些都需要我们的研究予以证实。本文以智能手机用户作为研究样本,通过问卷调查的形式搜集数据,结合我国智能手机行业现状对智能手机的产品属性特点进行梳理,并借鉴VOSS等人的观点,将智能手机的产品属性分为功能属性和享乐属性,运用技术接受模型中感知易用性和感知有用性等相关概念对产品属性进行细分,提出产品属性对于消费者行为意向的影响模型,提出相关研究假设。论文的主要内容包括三部分：第一,在文献研究与分析的基础上,提出本文的研究模型和研究假设。第二,在探索前人研究成果的基础上,选取了适合本研究的量表,并通过对量表进行信度效度分析,形成正式问卷。第三,研究产品属性、顾客价值对消费者行为意向影响的内在机理。通过使用SPSS17.0, LISREAL8.7等软件对收集的调查数据进行统计分析,确定从产品本身属性的角度对于消费者行为的影响路径。本研究得出以下结论：第一,产品属性中的感知易用性、感知有用性、娱乐性和美观4个维度对消费者行为意向存在显著的正向影响；第二,产品属性对于顾客价值存在显著的影响作用,产品属性的细化维度对顾客价值影响显著；第三,顾客价值在消费者行为意向各维度有显著的正向影响；第四,顾客价值在产品属性对消费者行为意向的影响关系中起到部分中介的作用。
[Abstract]:According to IDC Data Corporation, a well-known market research firm. Statistics: China's smartphone market shipped a record 420 million units for the first time in 2014. Since 2012, the world's smartphone sales have more than doubled the number of computer sales, the world has entered the era of the mobile Internet. Smartphones have already penetrated into every corner of our lives. On the one hand, with the development of technology, the function configuration of smart phone becomes more and more powerful, people can realize many functions with the help of mobile phone. On the other hand, the rich application software greatly facilitates our life, enhances the life interesting. However, the smartphone not only unceasingly enriches and changes our life, but also brings us to ponder. What kind of impact will the attributes of smartphone products have on consumers' behavior intention? what are the product attributes that consumers care about and need most? All of these need to be confirmed by our research. In this paper, smart phone users as a research sample, through the form of questionnaires to collect data. Combined with the current situation of the smart phone industry in China, the characteristics of the product attributes of smart phones are combed out, and the product attributes of smart phones are divided into functional attributes and hedonic attributes based on the views of VOSS and others. The concept of perceived usability and perceived usefulness in the technology acceptance model is used to subdivide the product attributes, and the influence model of product attributes on consumer behavior intention is proposed. The main contents of this paper include three parts: first, on the basis of literature research and analysis, this paper puts forward the research model and research hypotheses. Second, on the basis of exploring the previous research results. Selected the appropriate scale for this study, and through reliability and validity analysis of the scale, form a formal questionnaire. Third, the study of product attributes. Using SPSS 17.0, LISREAL8.7 and other software to analyze the collected data. From the perspective of product attributes to determine the impact of consumer behavior. This study draws the following conclusions: first, perceived usability and perceived usefulness in product attributes. The four dimensions of entertainment and aesthetics have significant positive effects on consumer behavior intention; Second, product attributes have a significant impact on customer value, the refinement of product attributes has a significant impact on customer value; Thirdly, customer value has significant positive influence on the dimensions of consumer behavior intention. In 4th, customer value plays an intermediary role in the relationship between product attributes and consumer behavior intention.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F426.63

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