基于UTAUT的移动商务消费者购买行为影响因素研究

发布时间：2018-06-22 15:24

本文选题：移动商务 + UTAUT　；参考：《燕山大学》2014年硕士论文

【摘要】：随着移动互联网的迅速发展，对移动商务消费者的购买行为影响因素的研究显得尤为重要。本文基于技术采纳与利用整合理论(UTAUT)，结合移动互联网的特性构建研究模型，通过问卷调查法收集所需数据，然后利用结构方程检验研究模型的假设，结合研究结果对移动运营商、在线商家及消费者提出了针对移动商务消费者的运营建议。首先，在介绍了本文的研究背景、研究意义、国内外相关文献和成熟的理论模型之后，确定了研究方向。基于整合型技术接受与适用模型，结合移动商务的特性，将影响移动商务消费者购买行为的关键因素——绩效期望、努力期望、社会影响、感知风险性、感知便利性、感知趣味性、个体创新性作为变量，构建出移动商务消费者购买行为影响因素的理论研究模型，并提出相关假设。其次，通过问卷调查收集数据对本研究模型进行实证分析。运用SPSS19对356份有效问卷进行描述性统计分析及信度检验，运用AMOS17.0软件对问卷的效度及本研究的假设进行了检验。研究发现，，绩效期望、社会影响、感知风险性、感知便利性、感知趣味性、个体创新性显著影响移动商务消费者的购买行为而努力期望对移动商务消费者的购买行为影响并不显著。最后，根据本文的实证分析结果，针对移动商务运营商、移动商务在线商家及消费者提出了促进移动商务消费者购买行为的策略。移动商务运营商应努力提升无线覆盖率、移动网络和移动终端的安防水平，APP的性能、趣味性体验及市场渗透率；移动商务在线商家应提升消费者对产品的绩效期望、降低消费者对产品的感知风险及优化用户体验，提升购物便利性；消费者应该努力掌握移动购物流程，降低自身对信息的不确定性并熟悉电子商务法律知识，提高保护意识。
[Abstract]:With the rapid development of mobile internet, it is very important to study the influencing factors of the purchase behavior of mobile commerce consumers. Based on the theory of technology adoption and integration (UTAUT) and the characteristics of mobile Internet, this paper constructs a research model, collects the required data by questionnaire, and then uses structural equation to test the hypothesis of the model. Combined with the results of the study, the mobile operators, online merchants and consumers put forward the operation suggestions for mobile business consumers. First of all, after introducing the research background, research significance, domestic and foreign relevant literature and mature theoretical models, the research direction is determined. Based on the integrated technology acceptance and application model, combined with the characteristics of mobile commerce, it will affect the key factors of mobile commerce consumers' purchasing behavior, such as performance expectation, effort expectation, social impact, perceived risk, perceived convenience, and so on. Perception of interest, individual innovation as a variable, build a mobile business consumer purchase behavior factors of the theoretical research model, and put forward the relevant assumptions. Secondly, the empirical analysis of this research model is carried out by collecting questionnaire data. SPSS19 was used for descriptive statistical analysis and reliability test of 356 valid questionnaires. The validity of the questionnaire and the hypothesis of this study were tested with AMOS17.0 software. The study found that performance expectations, social impact, perceived risk, perceived convenience, perceived interest, Individual innovation significantly affects the purchasing behavior of mobile commerce consumers, while the effort expectation has no significant impact on the purchase behavior of mobile commerce consumers. Finally, according to the empirical results of this paper, this paper proposes strategies to promote the purchase behavior of mobile commerce consumers for mobile business operators, mobile commerce online merchants and consumers. Mobile business operators should strive to improve wireless coverage, mobile network and mobile terminal security level of app performance, fun experience and market penetration. Consumers should try their best to master the mobile shopping process, reduce their uncertainty about information, be familiar with the legal knowledge of e-commerce and improve their awareness of protection.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F224

【参考文献】