基于APP电影购票的消费者购买意向研究

发布时间：2018-09-10 17:24

【摘要】：科学技术的进步使得移动互联网技术飞速发展,人们的生活方式发生了重大的变化,社会营销方式也越来越贴近我们的生活。移动支付、在线评论、系统推荐等都成为影响消费者购物的重要因素。对于电影消费也是同样,电影购票已经从线下购买转变为线上购买。智能设备和移动技术的发展,使得在线移动支付成为一种趋势。消费者可以直接使用手机,打开电影应用程序,选择他们想看的电影。这种模式打破了以往消费者购票的方式,APP帮助消费者完成从选择到购买的全过程。本文主要研究电影购票APP对消费者购买意愿的影响。在原有的经典模型TPB和TAM模型的基础上,将主观规范与在线评论,个人印象相结合,作为社会影响的测量因素,对主观规范的影响做了拓展。同时调整了TPB理论中的感知行为控制的影响。验证结果表明,社会影响对行为意向的影响显著。感知客观环境对行为意向有显著性的影响。APP购票已经成为年轻人消费、娱乐的一种习惯,移动购票终端不仅可以节约时间提高购票效率,同时还兼具SNS社交功能。便捷的操作、及时的在线评论、实时的观影信息,都不断提升着消费者的购票体验。
[Abstract]:With the development of science and technology, mobile Internet technology is developing rapidly, people's life style has changed greatly, and the social marketing mode is more and more close to our life. Mobile payments, online reviews, system recommendations, and so on have become important factors affecting consumer shopping. The same is true for movie consumption, where ticket purchases have shifted from offline to online. With the development of smart devices and mobile technology, online mobile payment becomes a trend. Consumers can use their phones directly, open movie apps, and choose the movies they want to see. This model breaks the past way consumers buy tickets, app helps consumers complete the whole process from choice to purchase. This paper mainly studies the influence of APP on consumers' willingness to buy. On the basis of the classical TPB and TAM models, subjective norms are combined with online comments and personal impressions, which are taken as the measurement factors of social impact, and the influence of subjective norms is expanded. At the same time, the influence of perceptual behavior control in TPB theory is adjusted. The results show that the social influence on behavior intention is significant. Perceived objective environment has a significant impact on behavior intention. App ticket purchase has become a habit of young people to consume and entertain. Mobile booking terminal can not only save time to improve the efficiency of ticket purchase but also have the social function of SNS. Convenient operation, timely online review, real-time viewing information, are constantly improving the customer's ticket purchase experience.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【参考文献】