大学生持续使用移动购物平台意愿的影响因素研究

发布时间：2018-07-06 08:56

本文选题：移动购物 + 持续使用意愿　；参考：《安徽大学》2017年硕士论文

【摘要】：近年来,随着移动支付应用的推广,更多的人转向了移动购物,特别是社交网购、社区电商、直播、VR、LBS+AR、020等与场景相关的购物方式创新以及对用户行为数据的合理利用,各大电商平台纷纷大力布局移动端。未来,移动购物市场将是各大电商平台争夺市场份额的重要战场,电商平台只有在这激烈的竞争中不断获得用户的信任,提高用户粘性,不断挖掘潜在用户,才能在未来的激烈竞争中立于不败之地。只有不断地去研究用户,了解用户体验,听取用户的反馈意见,解决用户遇到的问题,把影响用户持续使用意愿的因素尽可能的消除。因而有必要去研究影响移动购物用户持续使用平台意愿的影响因素有哪些。本文结合技术接受模型,对期望确认模型进行扩展,尝试构建出了大学生持续使用移动购物平台意愿的影响因素研究模型。在原有模型中加入感知娱乐性、感知风险、交互体验,与感知有用性一起作为感知绩效因素,并加入了消费者个体因素和外部因素,即个体创新性和社会影响变量,弥补期望确认模型未考虑到外部因素的局限性。以调查问卷来获取样本数据,研究对象为高校大学生,调查区域为安徽省地区,通过网络问卷调查,回收有效问卷335份,来对样本数据进行实证分析。本研究主要是通过定性和定量结合的方法来开展研究的,通过文献分析法对本研究的理论基础进行了梳理,阐述国内外关于移动购物和持续使用意愿的研究综述,并分析当前研究的不足。实证分析方面,在分析总结大学生持续使用移动购物平台意愿影响因素的基础上,确定了本文的研究变量,构建出了大学生持续使用移动购物平台意愿的影响因素模型,并阐述了研究变量的定义及测量问项,进而提出了研究假设。在模型构建和研究假设提出后,首先进行了问卷设计,在设计好问卷后进行了小样本问卷调查,在此基础上进行修改后确定最终问卷,然后通过样本描述统计分析、信度和效度分析、相关分析和回归分析、中介变量的中介效应检验,最终对假设进行验证,并对模型进行了修改,以达到更好的拟合效果,并在研究结论的基础上给移动购物市场的发展提出可行性建议。通过SPSS18.0对样本数据进行相关和回归等分析,验证了本文构建模型的可靠性,研究结果按照各显著影响因素按影响力从大到小排序,依次为:交互体验、感知有用性、社会影响、个体创新性,而感知娱乐性和感知风险则对持续使用意愿无显著影响,满意度、感知有用性、交互体验在期望确认度和持续使用意愿之间起到中介作用,而感知风险和感知娱乐性则在期望确认度和持续使用意愿之间未起到中介作用。本研究在进一步深入研究上可以从具体的诸如移动购物平台分类对比、移动购物商品种类上来进行研究。而且本文未将人口统计学变量纳入研究模型分析,如性别、年龄、学历、月消费水平、月使用移动购物频率、月可支配收入水平等等,这些因素可能在影响大学生持续使用移动购物平台的意愿上存在差异。
[Abstract]:In recent years, with the promotion of mobile payment applications, more people have turned to mobile shopping, especially social online shopping, community e-commerce, live broadcast, VR, LBS+AR, 020, and the rational use of scene related shopping methods, and the rational use of users' behavior data. All big e-commerce platforms are energetically layout mobile terminals. In the future, the mobile shopping market will be all big The e-commerce platform is competing for the important battlefield of market share. Only in this fierce competition, e-commerce platform is constantly gaining the trust of users, improving the stickiness of the users, and constantly excavating the potential users, so that they can be invincible in the fierce competition in the future. Only to study users, understand the user experience, listen to the feedback of the users, and solve the problem It is necessary to study the factors affecting the willingness of mobile shopping users to continue to use the platform. This paper combines the technology acceptance model, expands the expectation model, and tries to build the continuous use of mobile shopping platform for college students. In the original model, we added perceived entertainment, perceived risk, interactive experience, and perceived usefulness as perceived performance factors, and added individual factors and external factors, namely, individual innovation and social impact variables, and did not take into account the limitations of external factors. Taking the questionnaire to obtain sample data, the research object is university college students and the survey area is Anhui province. Through the network questionnaire survey, 335 valid questionnaires are collected to carry on the empirical analysis to the sample data. This study is mainly through the qualitative and quantitative method to carry out the research, and through the literature analysis method to this research. On the basis of combing the foundation, this paper expounds the research review on mobile shopping and continuous use intention at home and abroad, and analyzes the deficiency of the current research. On the basis of analyzing and summarizing the factors affecting the willingness of college students to continue to use mobile shopping platform, the research variables are determined and the continuous use of college students is built. The influence factor model of the intention of the moving shopping platform, and the definition of the research variable and the measurement question are expounded, and then the research hypothesis is put forward. After the model construction and the research hypothesis are put forward, the questionnaire is designed first, and the small sample questionnaire is carried out after the design of the questionnaire. Over sample description statistics analysis, reliability and validity analysis, correlation analysis and regression analysis, intermediate variable's mediating effect test, finally verify the hypothesis, and modify the model to achieve better fitting effect. On the basis of the research conclusion, the feasibility of the mobile purchase market is proposed. Through SPSS18.0, Sample data are analyzed by correlation and regression, and the reliability of the model is verified. The results are sorted from large to small according to the significant influence factors, in turn, interactive experience, perceived usefulness, social impact, and individual innovation, while perceived entertainment and perceived risk have no significant impact on the willingness to use. Meaning, perceived usefulness, and interactive experience play a mediating role between expectation recognition and persistent willingness to use, while perceived risk and perceived entertaining are not mediating between the expected degree of expectation and the willingness to continue to use. There are no demographic variables in the study model analysis, such as gender, age, education, monthly consumption level, monthly use of mobile shopping frequency, monthly disposable income level and so on. These factors may affect the willingness of college students to continue to use mobile shopping platform.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【参考文献】