TTF对使用手机APP购买服装意愿的影响研究
发布时间：2018-11-11 14:05
【摘要】：目前，电子商务与传统的网络购物市场已经迈向成熟，服装销售竞争的新突破点已经开始向移动互联网转移。所以如何才能使服装类手机APP的设计与消费者的需求相匹配，从而使消费者真正采纳和接受使用手机APP购买服装，成为了服装营销领域一个备受关注的研究课题。 本文首先通过文献研究，对手机APP、相关任务技术匹配理论和购买意愿的研究情况进行了总结归纳，，确定了研究方向和研究重点。针对服装类手机APP购物这一特定研究对象，在传统任务技术匹配量表基础上，引入有关属于服装类手机APP任务技术匹配的测量指标，构建了本文的研究框架。 其次，以北京地区为主要采样地点，通过深度访谈和问卷调查等方法，完成样本数据的收集，采用SPSS19.0软件对收集的数据进行分析，以定量的方式探讨服装类手机APP任务技术匹配（TTF）对于消费者使用手机APP购买服装意愿的影响，得出的主要结论有： （1）服装类手机APP的任务技术匹配提取了五个维度：服装相关信息质量、APP系统安全性、服装相关信息呈现、APP功能设计和APP系统易用性。 （2）服装类手机APP系统易用性、APP功能设计、服装相关信息呈现与购买意愿都存在正向显著相关关系，其中APP系统易用性影响最大，随后是服装类APP功能设计和服装相关信息呈现。服装类手机APP服装相关信息质量以及系统安全性对购买意愿的影响不显著。
[Abstract]:At present, e-commerce and the traditional online shopping market have moved towards maturity, and the new breakthrough point of clothing sales competition has begun to shift to the mobile Internet. So how to make the design of the clothing mobile phone APP match the consumers' needs, so that consumers can really adopt and accept the use of mobile phone APP to buy clothing, which has become a hot research topic in the field of clothing marketing. In this paper, first of all, through the literature research, we summarize and summarize the theory of mobile phone APP, related task matching and purchase intention, and determine the research direction and research focus. Aiming at the specific research object of clothing mobile phone APP shopping, based on the traditional task-based technology matching scale, this paper constructs the research framework of this paper by introducing the measurement index of the clothing mobile phone APP task matching. Secondly, taking the Beijing area as the main sampling place, through the methods of in-depth interview and questionnaire survey, the collection of sample data is completed, and the collected data are analyzed by SPSS19.0 software. To explore quantitatively the influence of APP task-matching (TTF) on consumers' willingness to buy clothing using mobile phone APP. The main conclusions are as follows: (1) the task technology matching of apparel mobile phone APP extracts five dimensions: clothing related information quality, APP system security, clothing related information presentation, APP function design and APP system ease of use. (2) there are significant positive correlations among APP system usability, APP function design, clothing information presentation and purchase intention, among which APP system has the greatest influence on usability. Then is the clothing APP function design and clothing related information presentation. The influence of clothing mobile phone APP clothing related information quality and system security on purchase intention is not significant.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.56;F724.6;F713.55
本文编号：2325055
[Abstract]:At present, e-commerce and the traditional online shopping market have moved towards maturity, and the new breakthrough point of clothing sales competition has begun to shift to the mobile Internet. So how to make the design of the clothing mobile phone APP match the consumers' needs, so that consumers can really adopt and accept the use of mobile phone APP to buy clothing, which has become a hot research topic in the field of clothing marketing. In this paper, first of all, through the literature research, we summarize and summarize the theory of mobile phone APP, related task matching and purchase intention, and determine the research direction and research focus. Aiming at the specific research object of clothing mobile phone APP shopping, based on the traditional task-based technology matching scale, this paper constructs the research framework of this paper by introducing the measurement index of the clothing mobile phone APP task matching. Secondly, taking the Beijing area as the main sampling place, through the methods of in-depth interview and questionnaire survey, the collection of sample data is completed, and the collected data are analyzed by SPSS19.0 software. To explore quantitatively the influence of APP task-matching (TTF) on consumers' willingness to buy clothing using mobile phone APP. The main conclusions are as follows: (1) the task technology matching of apparel mobile phone APP extracts five dimensions: clothing related information quality, APP system security, clothing related information presentation, APP function design and APP system ease of use. (2) there are significant positive correlations among APP system usability, APP function design, clothing information presentation and purchase intention, among which APP system has the greatest influence on usability. Then is the clothing APP function design and clothing related information presentation. The influence of clothing mobile phone APP clothing related information quality and system security on purchase intention is not significant.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.56;F724.6;F713.55
【参考文献】
相关期刊论文 前1条
1 陈明亮;客户生命周期利润变化趋势分析与应用研究[J];管理工程学报;2004年01期
本文编号：2325055
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