基于联合分析法的大学生线上消费行为研究
发布时间：2018-10-29 10:27
【摘要】：2015年3月15日,中国国务院总理李克强在北京表示:站在“互联网+”的风口上顺势而为,会使中国经济飞起来。“互联网+”中“+”的含义就是“+传统行业”,本文所要研究的是“互联网+传统集市”,即线上消费行为。线上消费成为人们生活中不可或缺的一部分,大学生更是线上消费的主力军。基于此,本文以大学生为研究对象,了解大学生对线上消费行为的偏好,为企业、政府决策提供依据,具有一定的实践意义。在研究方法上,研究大学生线上消费行为通常运用描述性统计、方差分析、因子分析等方法,本文采用联合分析法具有一定的理论意义和创新性。联合分析法的独特优势在于其在分析过程中能够更加实际,在结果的评价中能够更加客观公正,对真实消费决策的模拟,能够更加客观、实际的反映消费者的购买行为,为消费者购买决策提供依据。本文通过预研究确定线上消费行为属性及属性水平,借助正交设计法模拟出虚拟产品轮廓,采用李克特七级量表评分法,将收集到的数据进行联合分析,研究结果表明:第一,大学生在进行线上消费时所考虑的属性依次为物流配送、电商平台、店铺形式、优惠形式、第三方评价、安全性能和客户服务。第二,对大学生来说,效用最大化线上消费行为属性组合为店铺形式为专卖店,顺丰快递,注重隐私安全,第三方评价中图片形式多,客户服务针对问题处理及时,优惠形式为折扣形式,电商平台为天猫商城。第三,不同性别、年龄、专业、学历、有无线上消费经历、月消费水平、月线上消费频率的大学生线上消费行为偏好有所差异。最后,根据以上结论,对大学生线上消费者、电商平台、网络零售商、国家宏观经济调控提出相关建议。
[Abstract]:On March 15, 2015, Chinese Premier Li Keqiang said in Beijing that standing at the tuyere of the "Internet" would make China's economy fly. The meaning of "Internet" is "traditional industry". Online consumption has become an indispensable part of people's lives, and college students are the main force of online consumption. Based on this, this paper takes the university students as the research object, understands the university student's preference to the online consumption behavior, provides the basis for the enterprise and the government decision-making, has the certain practice significance. In terms of research methods, descriptive statistics, variance analysis, factor analysis and so on are usually used to study college students' online consumption behavior. In this paper, the joint analysis method has certain theoretical significance and innovation. The unique advantage of the joint analysis is that it can be more practical in the process of analysis and more objective and just in the evaluation of the results. The simulation of the real consumption decision can reflect the purchasing behavior of consumers more objectively and practically. Provides the basis for the consumer purchase decision. In this paper, the online consumer behavior attributes and attribute levels are determined by pre-study, the virtual product profile is simulated by orthogonal design method, and the data collected are analyzed jointly by using the Richter scale scoring method. The results show that: first, The attributes considered by college students in online consumption are logistics distribution, e-commerce platform, shop form, preferential form, third party evaluation, safety performance and customer service. Second, for college students, utility maximization online consumer behavior attributes for the form of shop stores, Shunfeng express delivery, pay attention to privacy security, third party evaluation in the form of many pictures, customer service to deal with the problem timely, Preferential form for the discount form, e-commerce platform for Tmall Mall. Thirdly, college students with different gender, age, major, academic background, wireless consumption experience, monthly consumption level and monthly consumption frequency have different online consumer behavior preferences. Finally, based on the above conclusions, some suggestions are put forward for college students online consumers, e-commerce platforms, network retailers, national macroeconomic regulation and control.
【学位授予单位】：齐鲁工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55
[Abstract]:On March 15, 2015, Chinese Premier Li Keqiang said in Beijing that standing at the tuyere of the "Internet" would make China's economy fly. The meaning of "Internet" is "traditional industry". Online consumption has become an indispensable part of people's lives, and college students are the main force of online consumption. Based on this, this paper takes the university students as the research object, understands the university student's preference to the online consumption behavior, provides the basis for the enterprise and the government decision-making, has the certain practice significance. In terms of research methods, descriptive statistics, variance analysis, factor analysis and so on are usually used to study college students' online consumption behavior. In this paper, the joint analysis method has certain theoretical significance and innovation. The unique advantage of the joint analysis is that it can be more practical in the process of analysis and more objective and just in the evaluation of the results. The simulation of the real consumption decision can reflect the purchasing behavior of consumers more objectively and practically. Provides the basis for the consumer purchase decision. In this paper, the online consumer behavior attributes and attribute levels are determined by pre-study, the virtual product profile is simulated by orthogonal design method, and the data collected are analyzed jointly by using the Richter scale scoring method. The results show that: first, The attributes considered by college students in online consumption are logistics distribution, e-commerce platform, shop form, preferential form, third party evaluation, safety performance and customer service. Second, for college students, utility maximization online consumer behavior attributes for the form of shop stores, Shunfeng express delivery, pay attention to privacy security, third party evaluation in the form of many pictures, customer service to deal with the problem timely, Preferential form for the discount form, e-commerce platform for Tmall Mall. Thirdly, college students with different gender, age, major, academic background, wireless consumption experience, monthly consumption level and monthly consumption frequency have different online consumer behavior preferences. Finally, based on the above conclusions, some suggestions are put forward for college students online consumers, e-commerce platforms, network retailers, national macroeconomic regulation and control.
【学位授予单位】：齐鲁工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55
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