大学生网购分期消费意向影响因素及策略研究

发布时间：2018-04-25 23:14

本文选题：大学生消费 + 网购分期消费　；参考：《河北大学》2017年硕士论文

【摘要】：近年来,我国互联网消费金融发展迅速,很多电商平台开展了分期消费业务。这些平台已初步得到大学生接受认可,参与程度也在迅速提高。因此,对大学生网购分期消费意向影响因素进行分析研究无论是在理论上还是在实践上都有非常重要的意义。本文通过对行为因素相关文献的整理研究,从行为因素模型中提炼出适用性较高的人口统计因素、心理因素、环境因素,并且引入营销因素构建研究模型。同时从环境、心理、营销方面提炼出宏观环境因素、微观环境因素、理财观、购买能力、满意度、知觉风险、平台印象、商品因素、服务因素做为二级自变量,以未来消费意向为因变量研究大学生网购分期意向。研究结果表明:人口统计因素不同的大学生网购分期消费意向存在差异;环境因素对大学生网购分期消费意向产生影响,宏观环境、微观环境对大学生网购分期消费意向产生正向影响,影响程度从高到低分别为:微观因素、宏观因素;心理因素对大学生网购分期消费意向产生影响,理财观、购买能力、满意度对大学生网购分期消费意向产生正向影响,影响程度从高到低分别为:满意度、理财观、购买能力,知觉风险对大学生网购分期消费意向产生负向影响;营销因素对大学生网购分期消费意向产生影响,平台印象、商品因素、服务因素对大学生网购分期消费意向产生正向影响,影响程度从高到低分别为:服务因素、平台印象、商品因素。结合实证研究的结论,提出以下建议:细分大学生网购分期市场,实施定制化营销。为网购分期提供良好发展环境,培育网购分期文化。从商品、服务等方面提升大学生网购分期满意度,降低知觉风险。
[Abstract]:In recent years, China's Internet consumer finance has developed rapidly, and many e-commerce platforms have carried out phased consumption business. These platforms have been initially accepted by college students, and the degree of participation is increasing rapidly. Therefore, it is of great significance to analyze and study the influencing factors of college students' consumption intention by stages, both in theory and in practice. Based on the study of the related literature on behavioral factors, this paper abstracts the demographic factors, psychological factors and environmental factors from the behavioral factor model, and introduces marketing factors to construct the research model. At the same time, from the aspects of environment, psychology and marketing, we extract macro environmental factors, micro environmental factors, financial outlook, purchasing ability, satisfaction, perceived risks, platform impressions, commodity factors and service factors as secondary independent variables. Based on the dependent variables of future consumption intention, this paper studies college students' intention to purchase online by stages. The results show that: there are differences in the consumption intention of college students with different demographic factors, environmental factors have an impact on the consumption intention of college students online shopping by stages, and the macro environment, The microcosmic environment has a positive influence on the consumption intention of college students' online shopping by stages, the degree of influence from high to low is: micro factor, macroscopic factor, psychological factor have influence on college students' consumption intention of online shopping by stages, financial management view, purchasing ability, etc. The degree of satisfaction has a positive effect on college students' consumption intention of online shopping by stages, and the degree of influence from high to low is: satisfaction, financial management, purchasing ability, perceived risk have a negative impact on the consumption intention of online shopping by stages; Marketing factors have a positive impact on college students' consumption intention of online shopping by stages, platform impression, commodity factor and service factor have a positive impact on the consumption intention of college students online shopping by stages. The degree of influence from high to low are: service factor, platform impression, etc. Commodity factors Combined with the conclusion of empirical research, the following suggestions are put forward: subdividing the college students' online shopping market and implementing customized marketing. To provide a good development environment for online shopping staging, cultivate online shopping staging culture. From the commodity, service and other aspects to enhance college students online shopping stage satisfaction, reduce perceived risk.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

【参考文献】