基于消费者调节定向的移动优惠券使用影响因素研究
发布时间：2019-03-29 18:06
【摘要】：移动商务的高速发展和4G时代的到来为移动优惠券的市场应用与推广提供了新的契机。移动优惠券带来更多便利与经济实惠,在国内消费者群体中拥有良好口碑。作为优惠券发展的新阶段,移动优惠券更加突出了“移动”的特性,使用户能够随时、随地获得促销信息,深受商家和消费者的青睐,具有广阔的市场前景。但是相比于发达国家,中国的移动优惠券市场仍然不够成熟,兑换率不高的问题未得到有效解决。目前有关移动优惠券使用意愿的研究主要是在TAM模型的基础上加入有关消费者行为和移动优惠券本身特点的变量,但是在消费者个体心理和群体心理对移动优惠券使用意愿的影响方面缺乏深入的研究。本研究基于消费者动机导向的视角,在效价理论和调节定向理论的基础上,结合移动优惠券的具体特点构建移动优惠券使用意愿的概念模型。根据以往研究的成熟量表设计调查问卷,由调查者在武汉、兰州、南京三地发放,共收到325份有效问卷,利用统计软件SPSS16和SmartPLS2.0对量表进行信度效度检验,建立结构方程模型并对问卷调查数据进行了分析。研究结果表明消费者的感知收益和感知努力显著影响移动优惠券使用态度,促进定向增强感知收益对态度的正向作用,防御定向增强感知努力对态度的反向作用。使用态度和羊群行为均能增强消费者移动优惠券的使用意愿。最后本文对研究结果进行了归纳总结,提出了提高移动优惠券兑换率的相关建议,并对后续研究做出展望。
[Abstract]:The rapid development of mobile commerce and the arrival of 4G era provide a new opportunity for the market application and promotion of mobile coupons. Mobile coupons bring more convenience and economic benefits, and have a good reputation among the domestic consumer community. As a new stage in the development of coupons, mobile coupons have more prominent characteristics of "mobile", which enables users to obtain promotional information at any time and anywhere. It is favored by merchants and consumers, and has a broad market prospect. However, compared with developed countries, China's mobile coupon market is still not mature, the low exchange rate has not been effectively resolved. The current research on the willingness to use mobile coupons is to add variables about consumer behavior and the characteristics of mobile coupons on the basis of the TAM model. However, there is a lack of in-depth research on the influence of consumers' individual psychology and group psychology on the willingness to use mobile coupons. This study is based on consumer motivation-oriented perspective, on the basis of potency theory and regulation orientation theory, combined with the specific characteristics of mobile coupons, a conceptual model of mobile coupons' willingness to use mobile coupons is constructed. According to the maturity scale designed by previous studies, the questionnaire was distributed by investigators in Wuhan, Lanzhou and Nanjing, and a total of 325 valid questionnaires were received. The reliability and validity of the questionnaire were tested by statistical software SPSS16 and SmartPLS2.0. The structure equation model was established and the data of questionnaire survey were analyzed. The results show that perceived income and perceived effort of consumers significantly affect the attitude of mobile coupon use, promote orientation to enhance the positive effect of perceived income on attitude, and defense-oriented enhancement of perceived effort to the reverse effect of attitude. Both attitudes and herd behavior can enhance consumer willingness to use mobile coupons. Finally, this paper summarizes the research results, puts forward some suggestions to improve the exchange rate of mobile coupons, and looks forward to the future research.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274
[Abstract]:The rapid development of mobile commerce and the arrival of 4G era provide a new opportunity for the market application and promotion of mobile coupons. Mobile coupons bring more convenience and economic benefits, and have a good reputation among the domestic consumer community. As a new stage in the development of coupons, mobile coupons have more prominent characteristics of "mobile", which enables users to obtain promotional information at any time and anywhere. It is favored by merchants and consumers, and has a broad market prospect. However, compared with developed countries, China's mobile coupon market is still not mature, the low exchange rate has not been effectively resolved. The current research on the willingness to use mobile coupons is to add variables about consumer behavior and the characteristics of mobile coupons on the basis of the TAM model. However, there is a lack of in-depth research on the influence of consumers' individual psychology and group psychology on the willingness to use mobile coupons. This study is based on consumer motivation-oriented perspective, on the basis of potency theory and regulation orientation theory, combined with the specific characteristics of mobile coupons, a conceptual model of mobile coupons' willingness to use mobile coupons is constructed. According to the maturity scale designed by previous studies, the questionnaire was distributed by investigators in Wuhan, Lanzhou and Nanjing, and a total of 325 valid questionnaires were received. The reliability and validity of the questionnaire were tested by statistical software SPSS16 and SmartPLS2.0. The structure equation model was established and the data of questionnaire survey were analyzed. The results show that perceived income and perceived effort of consumers significantly affect the attitude of mobile coupon use, promote orientation to enhance the positive effect of perceived income on attitude, and defense-oriented enhancement of perceived effort to the reverse effect of attitude. Both attitudes and herd behavior can enhance consumer willingness to use mobile coupons. Finally, this paper summarizes the research results, puts forward some suggestions to improve the exchange rate of mobile coupons, and looks forward to the future research.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274
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