基于微信平台的大学生购买意愿研究

发布时间：2018-03-16 00:17

本文选题：微信　切入点：微信营销　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在当前移动互联网时代下,移动社交软件已成为人们日常生活中不可或缺的一部分,2011年横空出世的微信更是依靠其多样化的功能、强大的社交关系链、便捷的传播平台、私密精准的传播方式,成为当前移动社交工具的佼佼者,目前已拥有高达6亿的用户量且这一数字还在持续增长,面对如此庞大的用户数量和发展前景,众多企业无不对微信这块大蛋糕虎视眈眈。微信从诞生之日起,其沟通本质就已经决定了其生活娱乐的社交属性,也注定了人们一般不可能集中大把时间来使用微信,微信用户大多是利用茶余饭后、等车或旅途、睡前或学习、工作间隙等碎片时间打开微信,把玩一番。相对其他阶层,大学生无疑是拥有碎片时间最多的一个群体。同时,作为新的移动社交时代下成长起来的一批人,他们拥有相对较高的知识,对世界充满好奇,也敢于尝试,愿意接受新事物。更为重要的是,他们普遍素质较高,热衷于网络社交、网上购物以及购物分享。因此,本文以大学生为研究对象,通过对大学生微信使用状况进行调查,探索大学生是否会利用微信平台进行购物以及影响大学生微信购买意愿的因素又有哪些,以期为企业如何通过微信平台进行营销来激发消费者微信购买意愿提供一定借鉴。本文首先回顾了有关文献资料,通过对国内外有关微信、网络购物与消费者购买意愿等相关文献进行梳理和归纳;继而以微信使用者为研究样本,通过小规模访谈,提出了8条假设并最终构建了以技术接受模型为基础,计划行为理论和理性行为理论为支撑的大学生使用微信购买意愿研究模型,该模型以感知易用性、感知有用性、风险关注度和信任度为自变量,用户的态度为中间变量,购买意愿为因变量来对大学生微信购买意愿进行分析。在研究方法上,本次研究通过深度访谈并结合前人已有的基础与此次研究的目的,最终修改整理完成了本次研究使用的问卷。然后,以云南地区的云南大学、昆明理工大学、云南财经大学、云南师范大学等四所高校的本科生为调查对象,进行问卷的发放与回收,并根据获得的有效问卷,利用SPSS18.0和AMOS21.0软件,运用数理统计方法对数据进行分析,并在分析结果的基础上展开讨论,针对研究结果提出建议。经过实证分析,本文主要得出以下结论:(1)在移动社交时代,传统的技术接受模型在研究消费者基于现代购物平台的购买意愿时依然是适用的。(2)大学生感知微信购物对自己越有用、购买流程和支付越容易操作、对运营商的态度越信任,购买意愿就会越强,就越有意向通过微信平台进行产品的购买。(3)大学生对微信购物感知的风险程度越高,购买意愿就会越低,就越不可能通过微信平台进行购买。
[Abstract]:In the current era of mobile Internet, mobile social networking software has become an indispensable part of people's daily life. In 2011, WeChat, which was born in the world, relies on its diverse functions, strong social relationship chain, and convenient communication platform. Private and accurate means of communication, become the current leader in mobile social media, has reached 600 million users and this number is still growing, faced with such a large number of users and development prospects, From the day of WeChat's birth, the nature of WeChat's communication has already determined the social nature of its life and entertainment, and it is also doomed that people generally can't concentrate a lot of time to use WeChat. Most WeChat users open WeChat and have fun by waiting for a car or a trip, before bed or study, between work and so on. Compared with other classes, college students are undoubtedly the group with the most fragmented time. At the same time, As a group of people who grew up in the new mobile social age, they have relatively high knowledge, are curious about the world, dare to try and accept new things. More importantly, they are generally of higher quality. Keen on social networking, online shopping and shopping sharing. Therefore, this paper takes college students as the research object, through the investigation of university students' WeChat usage, To explore whether college students will use the WeChat platform for shopping and what are the factors that affect college students' willingness to buy WeChat. The purpose of this paper is to provide some reference for enterprises how to market the WeChat platform to stimulate consumers' willingness to buy WeChat. Firstly, this paper reviews the relevant literature, through the relevant WeChat at home and abroad, The related documents such as online shopping and consumers' willingness to buy are combed and summarized. Then, with WeChat users as the research sample, through small-scale interviews, 8 hypotheses are proposed and finally based on the technology acceptance model. On the basis of planning behavior theory and rational behavior theory, college students use WeChat to study their willingness to buy. The model takes perceived usability, perceived usefulness, risk concern and trust as independent variables, and users' attitudes are intermediate variables. Purchase intention is dependent variable to analyze the purchase intention of college students WeChat. In terms of research methods, this study through in-depth interviews and combined with the existing basis of previous studies and the purpose of this study. Finally, the questionnaire was revised and completed. Then, the undergraduates of four universities, including Yunnan University of Yunnan, Kunming University of Technology, Yunnan University of Finance and Economics, Yunnan normal University, etc., were investigated. According to the valid questionnaire and SPSS18.0 and AMOS21.0 software, the data are analyzed by mathematical statistics method, and discussed on the basis of the analysis results. Based on the empirical analysis, this paper draws the following conclusions: 1) in the mobile social age, The traditional technology acceptance model is still applicable when studying consumers' willingness to purchase based on modern shopping platform.) College students perceive that the more useful WeChat shopping is for them, the easier the purchase process and payment are, and the more trust the attitude towards operators is. The stronger the willingness to buy, the more willing to purchase products through the WeChat platform.) the higher the risk of college students' perception of WeChat shopping, the lower the willingness to buy, and the less likely they will be to purchase through WeChat platform.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;G206-F

【共引文献】