中国智能手机再购买行为意向影响因素实证分析及国产手机行业营销对策

发布时间：2018-05-09 12:29

本文选题：智能手机再购买 + 计划行为理论　；参考：《现代管理科学》2016年07期

【摘要】：文章在整合计划行为理论和技术接受模型的基础上构建了智能手机再购买行为意向影响机制理论模型,并根据理论模型设计结构化问卷量表对400位智能手机用户展开调查,采用SPSS17.0和AMOS17.0对数据进行分析。实证研究表明:消费者智能手机再购买行为意向主要受到态度的显著影响,其次受知觉行为控制的显著影响;用户的智能手机再购买态度受到感知有用性的显著影响,感知有用性受到感知易用性的显著影响。
[Abstract]:Based on the integration of planning behavior theory and technology acceptance model, this paper constructs a theoretical model of the influence mechanism of smartphone repurchase behavior intention, and designs a structured questionnaire according to the theoretical model to investigate 400 smartphone users. The data were analyzed by SPSS17.0 and AMOS17.0. The empirical study shows that: the consumer's repurchase behavior intention of smartphone is mainly influenced by the attitude, then by the perceptual behavior control, and the consumer's smartphone repurchase attitude is significantly affected by perceived usefulness. Perceived usefulness is significantly affected by perceived usability.
【作者单位】：南开大学商学院市场营销系;南开大学商学院;
【基金】：国家自然科学基金项目(项目号:71372099)
【分类号】：F426.63

【相似文献】