基于UTAUT的移动购物APP用户消费行为影响因素研究

发布时间：2018-04-15 05:19

本文选题：移动购物APP + 消费行为　；参考：《贵州师范大学》2017年硕士论文

【摘要】：随着移动互联网的发展与普及,移动购物APP受到各大电商企业的关注并被大力发展,现正受到越来越多消费者的喜爱,对其用户消费行为影响因素的研究就显得尤为重要。本文以整合型科技接受模型(UTAUT)为基础模型,结合移动APP购物的特性,构建了移动购物APP用户消费行为影响因素的研究模型,通过问卷调查法收集所需数据,并对其进行理论和实证分析后,结合研究结果,提出了相应的营销策略。首先,文中介绍了本文的研究背景、研究意义和研究内容,回顾了国内外相关领域的研究现状,在此基础上,对文中的相关概念进行了界定,并介绍了与消费者行为相关的主要理论及理论模型,确定了本文的研究方向。因此,本文基于UTAUT模型,结合移动APP购物的特性,将移动购物APP用户消费行为的关键影响因素锁定为绩效期望、付出期望、社群影响、感知风险性和感知便利性等五个变量,构建出了移动购物APP用户消费行为影响因素的理论研究模型,并提出了相关假设。其次,通过设计与发放调查问卷收集数据,并对本文的理论研究模型进行实证分析。运用SPSS19.0软件,对收集到的669份有效问卷进行描述性统计分析及信度分析,然后采用AMOS21.0软件对问卷的效度和本文的研究假设进行了验证分析。研究结果表明,绩效期望、付出期望、社群影响和感知便利性对移动购物APP用户的使用意愿具有显著的正向影响,感知风险性对移动购物APP用户的使用意愿具有显著的负向影响,移动购物APP用户的使用意愿和感知便利性对其使用行为具有显著的正向影响,而绩效期望在移动购物APP用户的付出期望和使用意愿、社群影响和使用意愿之间起到了部分中介作用。最后,根据本文的实证与理论分析结果,针对移动购物APP用户和移动购物APP的在线商家和运营商提出了促进移动购物APP用户消费行为的相关策略。
[Abstract]:With the development and popularization of mobile Internet, mobile shopping APP has been paid more and more attention to by the major e-commerce enterprises, and is being loved by more and more consumers, so it is particularly important to study the influencing factors of its consumer behavior.Based on the integrated science and technology acceptance model (UTAUTT) and the characteristics of mobile APP shopping, this paper constructs a research model of influencing factors on the consumer behavior of mobile shopping APP users, and collects the required data by questionnaire survey.After the theoretical and empirical analysis, combined with the research results, the corresponding marketing strategies are put forward.First of all, this paper introduces the research background, research significance and research content, reviews the domestic and foreign research status in related fields, and on this basis, defines the relevant concepts in this paper.The main theories and models related to consumer behavior are introduced, and the research direction of this paper is determined.Therefore, based on the UTAUT model and the characteristics of mobile APP shopping, the key factors that affect the consumer behavior of mobile shopping APP users are defined as five variables: performance expectation, pay expectation, community influence, perceived risk and perceived convenience.This paper constructs a theoretical research model of influencing factors of consumer behavior of mobile shopping APP users, and puts forward related assumptions.Secondly, the data are collected by designing and issuing questionnaires, and the theoretical model of this paper is empirically analyzed.By using SPSS19.0 software, the descriptive statistical analysis and reliability analysis of 669 valid questionnaires were carried out, and then the validity of the questionnaire and the research hypotheses of this paper were verified and analyzed by AMOS21.0 software.The results show that performance expectation, pay expectation, community influence and perceived convenience have significant positive effects on the willingness of mobile shopping APP users.Perceived risk has a significant negative impact on mobile shopping APP users' willingness to use, and mobile shopping APP users' willingness to use and perceived convenience have a significant positive impact on their use behavior.Performance expectation plays a part of intermediary role between mobile shopping APP users' desire to pay and use, community influence and use intention.Finally, according to the results of empirical and theoretical analysis, this paper proposes some strategies to promote the consumer behavior of mobile shopping APP users and mobile shopping APP online merchants and operators.
【学位授予单位】：贵州师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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