在线交流对不同性别大学生消费决策的影响研究

发布时间：2019-04-27 04:22

【摘要】：本文研究的是在线交流作用对不同性别大学生在消费决策中的影响。通过历史文献的三种理论依据推到出了本文的新的理论模型,将性别认知差异分为先天和后天的两类影响,并结合选择假说来解释不同性别对网页的浏览和信息处理习惯的异同。根据背景理论的研究,在技术接受模型的基础上提出了本文的研究模型,并提出假设,分别探究在线交流对不同性别用户的购物主动性和购物认知体验的影响。设计了一组2*2双因素对照实验来验证在有交流和无交流的情况下分别对男性和女性的影响,用录屏数据来分析对购物行为主动性的影响,用打分问卷的研究方法来检验用户前后的体验差异,收集得到主观和客观的两类实验数据,用科学的数据分析方法进行数据处理和分析。最后我们得出,线上交流作用对男女均有不同程度的影响,在购物主动性和认知体验上均有积极或者消极的影响,很大部分为积极影响,对男性和女性的积极影响程度也不尽相同。
[Abstract]:This paper studies the influence of online communication on the consumption decision of college students of different sexes. Based on the three theoretical bases of historical literature, this paper puts forward a new theoretical model, which divides gender cognitive differences into two types: congenital and acquired effects. Combined with the selection hypothesis, this paper explains the similarities and differences of browsing and information processing habits between different sexes. Based on the research of background theory, this paper puts forward the research model of this paper on the basis of the technical acceptance model, and puts forward the hypothesis to explore the influence of online communication on shopping initiative and shopping cognitive experience of different gender users respectively. A set of 2-2 two-factor control experiments were designed to verify the effects on men and women under the condition of communication and no communication respectively. The video screen data was used to analyze the impact on shopping behavior initiative. The research method of scoring questionnaire was used to test the difference of users' experience before and after, and the subjective and objective experimental data were collected. The data were processed and analyzed by scientific data analysis method. Finally, we get that online communication has a different degree of impact on both men and women, and has a positive or negative impact on shopping initiative and cognitive experience, a large part of which is positive. The degree of positive influence on men and women also varies.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【相似文献】