多渠道环境下消费者从传统互联网到移动互联网渠道转移行为研究

发布时间：2018-07-08 21:29

本文选题：渠道转移 + 传统互联网渠道　；参考：《南京邮电大学》2017年硕士论文

【摘要】：互联网的出现丰富了原有的渠道形式,在线下实体渠道的基础上衍生出了线上渠道,而随着移动通信技术的发展,移动互联网渠道以其独有的渠道特性,比如移动性、即时性、个性化、娱乐性等,赢得了众多企业商家和消费者的青睐,企业纷纷建立自己的应用客户端(APP),构建应用场景,推广自身APP系统和支付系统,抢占手机端用户,而4G技术的发展和移动终端的普及为移动互联网渠道积攒了众多用户,用户的连接载体明显呈现电脑端向手机端迁移的趋势。本文意在研究移动互联网背景下促使消费者完成此种迁移趋势的驱动因素,为深入研究此趋势下如何为移动互联网背景下企业构建新的商业体系提供策略建议。通过对国内外相关文献(渠道相关理论研究、用户采纳相关理论研究)的认真研读,本文总结归纳了6个自变量(感知行为控制、感知便利性、使用场景、感知个性化、外界影响、感知娱乐性),建立了渠道转移研究模型。通过线上和线下的问卷调查,借助SPSS和AMOS统计分析软件对回收的有效问卷进行了数据统计分析,具体的分析方法包括描述性统计分析、信效度分析、结构方程路径分析,样本差异性分析。研究结果表明感知便利性、感知娱乐性、使用场景、外界影响、感知行为控制显著正向影响渠道转移意愿,使用场景显著正向影响感知便利性、感知个性化、感知娱乐性,外界影响显著正向影响感知行为控制,研究模型的整体解释力度达到73.1%。
[Abstract]:The emergence of the Internet has enriched the original channel form, and derived the online channel on the basis of the off-line physical channel. With the development of mobile communication technology, the mobile Internet channel has its unique channel characteristics, such as mobility, immediacy, etc. Personalization, entertainment, and so on, have won the favor of many enterprises and consumers. Enterprises have established their own application client (app), constructed the application scene, promoted their own app system and payment system, and preempted the mobile phone end users. The development of 4G technology and the popularity of mobile terminals have accumulated a large number of users for the mobile Internet channel. The purpose of this paper is to study the driving factors for consumers to complete this migration trend in the context of mobile Internet, and to provide strategic advice on how to construct a new business system for enterprises in the context of mobile Internet. This paper summarizes six independent variables (perceptual behavior control, perceived convenience, usage scene, perceived personalization) through a careful study of relevant literature (channel related theory research, user adoption related theoretical research), this paper summarizes six independent variables (perceptual behavior control, perceived convenience, use scene, perceived individuation). The research model of channel transfer is established. With the help of SPSS and Amos statistical analysis software, the data of valid questionnaires are analyzed by online and offline questionnaires. The specific analysis methods include descriptive statistical analysis, reliability and validity analysis, structural equation path analysis. Sample difference analysis. The results show that perceived convenience, perceived entertainment, use of the scene, external influence, perceived behavior control significantly positive impact on the channel transfer willingness, use of the scene significantly positive impact on perceived convenience, perceived personalization, perceived entertainment. The external influence has a significant positive effect on perceptual behavior control, and the overall explanation of the model is 73.1.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

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