上海农民工地面数字电视服务购买意愿影响因素研究

发布时间：2019-05-16 17:18

【摘要】：上海作为一个拥有近千万外来流动人口的城市,在外来务工人员所居住区域,有线电视网和宽带网经常无法通达,但是对于该人群来说,电视是非常必须的娱乐手段。电视收视服务无法提供可能带来很多不良后果。地面数字电视技术不会受到诸如线缆覆盖、建设工程难度等问题的困扰,而是通过传输设备和发射设备,直接将信号传输到电视用户家中,其灵活的接入方式,在复杂的地理及建筑环境中将起到不可替代的作用。本文在对感知价值、主观规范和自我概念一致性的理论研究的基础上,分析了农民工文化生活现状和电视服务的需求,同时回顾了数字电视产业的发展历程,结合上海地区地面数字电视用户发展的实际情况,选择影响农民工购买意愿的关键因素,构建了上海地区地面数字电视服务农民工购买意愿影响因素的模型,提出假设命题。经过问卷调查,收集信息,统计分析,选用结构方程模型,变量设计,最后对研究假设进行验证。本文综合利用了统计软件Smartpls3.0、描述性统计、信度与效度分析方法,使得本研究的理论模型的主要和关键假设部分获得了实证的支持,确定了本研究最终的理论模型架构。本次研究得出的一些重要结论：顾客感知价值、主观规范和理想自我概念一致性对购买意愿是显著正向影响的,真实自我概念一致性对购买意愿的正向影响不显著。售后保障、节目丰富、安装方便、画面清晰、资费优惠是对感知价值显著正向影响,感知风险和感知成本对感知价值的影响不显著。基于这些结论,并结合实际工作情况,笔者针对性的提出上海地区农民工用户发展的市场策略,一方面谋求竞争优势,发展更多用户,服务于企业的发展目标；另一方面改善地面数字电视的服务水平,使得公共服务均衡化,积极向上的声音得以传播,更好的满足上海农民工的文化娱乐需求。
[Abstract]:Shanghai, as a city with nearly 10 million migrant people, is often inaccessible to cable television networks and broadband networks in the areas where migrant workers live, but television is a very necessary means of entertainment for this group of people. The inability to provide television viewing services can have many adverse consequences. Terrestrial digital television technology will not be troubled by such problems as cable coverage, difficulty of construction engineering and so on, but through transmission equipment and transmission equipment, the signal will be transmitted directly to the home of television users, and its flexible access mode. It will play an irreplaceable role in the complex geographical and architectural environment. Based on the theoretical study of perceived value, subjective norms and self-concept consistency, this paper analyzes the current situation of migrant workers' cultural life and the demand for television services, and reviews the development of digital television industry. Combined with the actual situation of terrestrial digital television users in Shanghai, this paper selects the key factors that affect the purchase willingness of migrant workers, constructs the model of influencing factors of purchasing intention of migrant workers serving terrestrial digital television in Shanghai, and puts forward a hypothetical proposition. Through questionnaire survey, collect information, statistical analysis, select structural equation model, variable design, and finally verify the research hypothesis. This paper makes a comprehensive use of the statistical software Smartpls3.0, descriptive statistics, reliability and validity analysis methods, so that the main and key assumptions of the theoretical model of this study have been empirically supported, and the final theoretical model framework of this study has been determined. Some important conclusions of this study are as follows: customer perceived value, subjective norms and ideal self-concept consistency have a significant positive impact on purchase intention, while true self-concept consistency has no significant positive effect on purchase intention. After-sale protection, rich programs, convenient installation, clear picture, tariff discount is a significant positive impact on perceived value, perceived risk and perceived cost have no significant impact on perceived value. Based on these conclusions, and combined with the actual work situation, the author puts forward the market strategy for the development of migrant workers users in Shanghai, on the one hand, seeking competitive advantage, developing more users, serving the development goal of enterprises; On the other hand, the service level of terrestrial digital television is improved, so that the public service is balanced, the positive voice can be spread, and the cultural and entertainment needs of migrant workers in Shanghai can be better met.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.6

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