购物类APP营销策略对用户行为影响研究

发布时间：2018-02-09 04:10

本文关键词： 购物类APP 营销策略用户行为　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：飞速发展的移动互联网催生出了各式各样的新产品,这些互联网产品不断地改变着人们的生活方式。APP的诞生,完美的融合了图片、视频等方式的移动营销,带给了人们前所未有的新体验。当前国内外APP种类众多,包含了购物类、社交类、导航类、支付类、阅读类、通讯类、游戏类等几十个类别,其内容涵盖了我们衣食住行的方方面面。随着高速渗透的移动互联网,电商企业逐步将APP纳入自己的营销全局中。利用APP进行营销已成为各大电商平台争夺的核心和焦点。APP早已不再是一个简单的客户端，若想让用户感受到实用性的同时又对其购买行为产生影响,各大电商必须不断地致力于APP的建设和营销策略的推陈出新。因此探讨分析APP的各类营销策略对用户行为所产生的影响,是非常有必要和有意义的。本文从理论角度梳理了 APP营销的相关概念,指出了 APP营销的精准性、互动性等优势。接下来,以APP营销策略入手,从其对用户体验和用户购买决策这两方面的影响概述分析了 APP丰富的营销策略,由此引出购物类APP营销策略对用户行为产生的影响的假设。笔者对大量文献进行阅读和分析后,选出四种目前比较有代表性的购物类APP营销策略,即:基础功能扩展,模式创新,互动,奖励机制,分别认为这四种营销策略均会对用户行为中的用户体验及用户购买决策产生正向影响,同时用户行为对用户购买决策也会产生正向影响。本文共提出九项假设,为对假设进行验证,笔者选取当下使用者较为广泛的购物类APP作为案例研究,结合国内外营销策略的理论,利用软件构建出结构方程模型。模型拟合所需要的数据通过调查问卷获取。调查问卷中的各题项以结构方程模型中的各观测变量为主要内容。问卷设计完毕后,笔者通过问卷星在线问卷调查平台发放了两百余份问卷进行初测,初测的目的是对问卷的信度及相关性进行评测,并收集被调查者对问卷各个题项设置的意见,最终将意见汇总交由专家进行评定。问卷初测通过后,笔者根据专家意见调整了问卷,并再次利用问卷星平台投放了大量问卷,最终回收了一千余份有效问卷,作为模型验证的数据。将数据导入至模型中进行拟合,根据拟合结果同时结合相关文献,笔者对模型结构进行了调整。根据最终的模型结果九项假设均得到了验证,其中成立的假设有四项,分别为:基础功能扩展、模式对用户体验有正向影响,奖励机制、用户体验对用户购买决策有正向影响。最后,为扩展我国在购物类APP领域的营销策略研究,笔者依据实际分析验证,对各假设提出了有针对性的营销策略建议。
[Abstract]:The rapid development of mobile Internet has given birth to a variety of new products, these Internet products are constantly changing people's way of life. App birth, perfect integration of pictures, video and other ways of mobile marketing, At present, there are many kinds of APP at home and abroad, including shopping class, social class, navigation class, payment class, reading class, communication class, game class and dozens of categories, such as shopping class, social class, navigation class, payment class, reading class, communication class, game class, etc. Its content covers all aspects of our clothing, food, housing and transportation. With the rapid penetration of the mobile Internet, The e-commerce enterprises gradually bring APP into their marketing overall situation. Using APP for marketing has become the core and focus of the major e-commerce platforms. App is no longer a simple client. If you want users to feel practical and have an impact on their buying behavior, The major ecommerce companies must constantly devote themselves to the construction of APP and the innovation of marketing strategies. Therefore, this paper discusses and analyzes the impact of various marketing strategies of APP on the behavior of users. It is very necessary and meaningful. This paper combs the related concepts of APP marketing from the theoretical angle, points out the advantages of APP marketing, such as precision, interactivity and so on. Then, starting with the APP marketing strategy, This paper analyzes the rich marketing strategy of APP from its impact on user experience and user purchase decision. After reading and analyzing a large number of literatures, the author selects four typical APP marketing strategies for shopping, that is, the expansion of basic functions. Model innovation, interaction, incentive mechanism, the four marketing strategies are considered to have a positive impact on user experience and user purchase decisions in user behavior. At the same time, the user behavior will also have a positive impact on the user purchase decision. In this paper, nine hypotheses are put forward. In order to verify the hypothesis, the author selects APP, which is widely used by the user, as a case study. Combined with the domestic and foreign marketing strategy theory, The structural equation model is constructed by software. The data needed for the model fitting is obtained by questionnaire. The main contents of the questionnaire are the observation variables in the structural equation model. After the design of the questionnaire, Through the online questionnaire survey platform, the author issued more than 200 questionnaires for initial test. The purpose of the first test was to evaluate the reliability and relevance of the questionnaire, and to collect the opinions of the respondents on the setting of each item of the questionnaire. The author adjusts the questionnaire according to the expert's opinion, and puts in a large number of questionnaires by using the questionnaire star platform again, and finally returns more than 1,000 valid questionnaires. As the data of model verification, the data is imported into the model to fit the model. According to the fitting results and the related literature, the author adjusts the model structure, and verifies the nine hypotheses according to the final model results. Among them, there are four hypotheses, which are: basic function expansion, mode has positive impact on user experience, incentive mechanism, user experience has positive impact on user purchase decision. In order to expand our country's marketing strategy research in the field of shopping APP, according to the actual analysis and verification, the author puts forward targeted marketing strategy suggestions to the various hypotheses.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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