我国移动用户接受移动营销的影响因素研究

发布时间：2016-05-09 20:55

Abstract 摘要

本论文旨在找出影响中国移动用户接受移动营销的因素。在文献回顾的基础上，提出了一个框架，然后测试使用的数据收集的150个中国移动用户之间进行的调查。测试结果表明：不同年龄、（2）不同职业、（3）不同收入水平、（4）不同居住区的移动营销对移动营销的接受程度有显著差异。此外，感知的有形因素，感知的可靠性因素，，感知反应性、感知和感知移情有保证客户对移动营销的接受重大的影响。This dissertation aims to identify factors that affect mobile users’ acceptance of mobile marketing in China. Based on the literature review, a framework is proposed and then tested using the data collected from a survey conducted among 150 Chinese mobile users. The testing results indicate that customers’ acceptance of mobile marketing is significantly different given (1) different age, (2) different occupation, (3) different income level and (4) different living area. Besides, the perceived tangible factor, perceived reliability factor, perceived responseness, perceived assurance and perceived empathy have significant impact on customers’ acceptance of mobile marketing. 

Contents目录

Abstract 1
Chapter 1 Introduction 4
1.1 Background 4
1.2 Research motivation and objective 7
1.3 Structure of dissertation 9
Chapter 2 Literature Review 11
2.1 MMassic theories 11
2.1.1 Technology Acceptance Model 11
2.1.2 Innovation Diffusion Theory 12
2.1.3 Service quality framework 13
2.2 Previous studies on customers’ acceptance of mobile services 16
Chapter 3 Methodology 30
3.1 Research strategy 31
3.1.1. Standardized research 31
3.1.2. Case study 31
3.1.3 Research procedure 33
3.2 Samples and investigations 34
3.2.1 Questionnaire design 34
3.2.2 Sample survey implementation 35
3.3 Methodologies 36
3.3.1 Analysis methods 36
3.3.2 Study variables Measurement 38
Chapter 4 Data analysis and findings 45
4.1 Sample Statistics 45
4.2 Questionnaire validity and reliability testing 46
4.2.1 Reliability Analysis 46
4.2.2 Validity analysis 49
4.3 hypotheses testing 51
4.3.1 Correlation Analysis 51
4.3.2 Regression analysis 53
4.3.3 Test results 60
Chapter 5 Conclusion 61
5.1 Summary of research process and outcome 61
5.2 limitations of the study 62
5.3 recommendations 63
Chapter 6 Reflection 65
Reference 67
Appendix 1 – Questionnaire 72
Perceived usefulness of mobile internet 74
Perceived ease of mobile internet 75
Perceived service quality 76
Perceived risk 77
Social influence 78
Thanks for your cooperation and you opinion matters!!!!!! 79
Award a Mark (A, B, C, or F) for each section to reach an overall Mark (please refer Post Graduate Dissertation Assessment Criteria Matrix 2008-09) 80
Award a Mark for each section to reach an overall Mark (please refer Post Graduate Dissertation Assessment Criteria Matrix 2008-09) 84

Chapter 1 Introduction第一章节介绍

1.1 Background 

Mobile phones nowadays can be utilized for much more than just making and receiving phone calls given the dramatic development of mobile internet, WIFI and 3G technologies. For example, Short Message Service (SMS) is early applications of mobile service, which is able to carry information containing images and words. All mobile phones support SMS, and it creates a large addressable market for SMS related mobile advertising. 3G technologies enable mobile phones to deliver much more complicated information, such as videos, high quality pictures and audios. For example, Multimedia Message Service (MMS), which is basically an improved short message service, which inMMude graphic photos, audio and video in addition to plain text. Nowadays, majority of mobile phones are able to send or receive multimedia message, but MMS is not universally supported by network operators around the world, especially in some developing countries.

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本文编号：43391