青年消费者对服装移动电商使用意愿与实际购买意愿的研究

发布时间：2018-06-21 01:13

本文选题：服装移动电子商务 + 使用意愿　；参考：《青岛大学》2015年硕士论文

【摘要】：移动互联网的普及正在改变着电子商务市场的格局,移动电子商务很有可能在未来几年内成为电商应用领域的主要渠道。因此,如何抓住时代机遇,掌握消费者的需求习惯,成为服装移动电商迫切需要了解的关键问题之一。本研究通过理论与实证相结合的方法,就消费者对服装移动电子商务的使用意愿以及使用中实际购买意愿的影响因素进行了分析和探讨。首先,综合国内外对移动电子商务影响因素的研究,结合互联网时代消费者的心理等实际情况,提出影响消费者使用移动电商的假设因素,设计调查问卷、构建研究模型并进行实证分析。考虑到移动电子商务是一种新兴事物,本研究的样本范围集中于接受能力比较广泛、经常接触移动互联网的年轻群体,包括在校大学生、刚刚毕业的上班族、以及有丰富社会经验的青年人。样本数据收集主要通过实地发放纸质问卷和网络发放电子问卷来进行,历时四个月,共计发放问卷996份,回收有效问卷709份。根据回收数据的分析结果,消费者采纳态度及其两个影响因子、信任倾向和社会环境都对消费者使用意愿有正向的影响作用,并且感知有用性的影响作用大于感知易用性,而感知费用对消费者使用意愿没有显著的影响作用。为了进一步深入研究服装移动电商的运营分析状况,本研究又以消费者使用意愿模型为基础,针对服装行业的特性,通过理论分析,假设消费者实际购买意愿的影响因素,设计调查问卷、再次构建模型并进行实证分析。此份问卷样本的选择范围与消费者使用意愿调查问卷一致,因此与之前的问卷整合在一起,成为最终问卷的第三部分。在回收的709份有效问卷中,有652份完成了第三部分实际购买意愿的调查。根据数据分析结果,消费者互动体验对消费者实际购买意愿有正向的影响作用,且消费者互动体验的三个影响因子中,沟通顺畅度对实际购买意愿的正向影响作用大于推介方式,商品表征则没有显著影响。除此之外,消费者评价和支付安全性对消费者实际购买意愿都有正向的影响作用,支付便利性没有显著的影响作用。根据实证分析的结果,服装移动电子商务应当将主要目标消费群体定位在接受过良好的教育、对新事物接受能力比较强的青年人群。同时,应当重视商品和服务质量,增强用户的安全保障,进而提高消费者购买过程的互动体验和评价反馈,使消费者在接触、使用中逐步地认可这种商务模式。
[Abstract]:The popularity of mobile Internet is changing the pattern of e-commerce market. Mobile e-commerce is likely to become the main channel of e-commerce applications in the next few years. Therefore, how to seize the opportunity of the times and grasp the consumer's demand habits has become one of the key issues that clothing mobile e-commerce companies urgently need to understand. Through the combination of theory and practice, this study analyzes and discusses the consumers' willingness to use mobile e-commerce and the factors that affect their actual purchase intention. First of all, synthesizes the domestic and foreign research to the mobile electronic commerce influence factor, unifies the Internet age consumer psychology and so on actual situation, proposes the influence consumer to use the mobile electronic commerce hypothesis factor, designs the questionnaire. Construct the research model and carry on the empirical analysis. Considering that mobile electronic commerce is a new thing, the sample range of this study is focused on young people with a wide range of receptivity and regular exposure to the mobile Internet, including college students, newly graduated office workers, And young people with rich social experience. The collection of sample data is mainly carried out through the distribution of paper questionnaires and electronic questionnaires, which lasted for four months. 996 questionnaires were distributed and 709 valid questionnaires were collected. According to the analysis results of the collected data, consumer adoption attitude and its two influencing factors, trust tendency and social environment, all have positive effects on consumers' willingness to use, and perceived usefulness has a greater impact on perceived usability than perceived usability. However, perceived expenses have no significant effect on consumers' willingness to use. In order to further study the operational analysis of apparel mobile e-commerce, this study is based on the consumer's willingness to use model, according to the characteristics of the clothing industry, through theoretical analysis, assume that the actual consumer purchase willingness factors, Design the questionnaire, construct the model again and carry on the empirical analysis. The selection range of this questionnaire is consistent with that of the consumer's willingness to use the questionnaire, so it is integrated with the previous questionnaire and becomes the third part of the final questionnaire. Of the 709 valid questionnaires collected, 652 completed the third part of the actual purchase intention survey. According to the results of data analysis, consumer interaction experience has a positive effect on consumers' actual purchase intention, and among the three influencing factors of consumer interaction experience, The positive effect of communication smoothness on the actual purchase intention is greater than that of the promotion method, while the commodity representation has no significant effect. In addition, consumer evaluation and payment safety have positive effects on consumers' actual purchase intention, while payment convenience has no significant effect. According to the results of empirical analysis, the main target consumers of mobile e-commerce should be young people who have received good education and have strong ability to accept new things. At the same time, we should pay attention to the quality of goods and services, enhance the safety and security of users, and then improve the interactive experience and evaluation feedback of consumer purchase process, so that consumers can gradually recognize this business model in contact and use.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F724.6

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