發(fā)布時(shí)間：2018-10-09 09:58

【摘要】：智能手機(jī)分為高端、中端和低端智能手機(jī)。近幾年,高端智能手機(jī)市場(chǎng)取得了快速發(fā)展,市場(chǎng)份額比重越來越高,這對(duì)企業(yè)而言既是機(jī)遇又是挑戰(zhàn)。如何吸引更多的潛在客戶,并且刺激他們購買高端智能手機(jī)成為了企業(yè)的一大挑戰(zhàn)。本文主要研究高端智能手機(jī)用戶的購買動(dòng)機(jī)和購買意向如何影響購買行為,并通過數(shù)據(jù)分析,為手機(jī)廠商提供營(yíng)銷策略上的建議。 本研究以技術(shù)接受模型(TAM)為基本框架,綜合其他模型的優(yōu)點(diǎn)構(gòu)建本文的研究模型。本文研究模型由初始變量、中介變量和輸出變量構(gòu)成。其中,初始變量由高端智能手機(jī)用戶的購買動(dòng)機(jī)構(gòu)成,中介變量由購買意向構(gòu)成,輸出變量即為高端智能手機(jī)用戶的購買行為。 本研究采用問卷調(diào)查方法,得到133份有效數(shù)據(jù)。在對(duì)數(shù)據(jù)進(jìn)行分析之后,本文的研究假設(shè)基本得到驗(yàn)證,結(jié)果如下： 1.高端智能手機(jī)用戶的購買動(dòng)機(jī)包括：自我享樂動(dòng)機(jī)、品質(zhì)追求動(dòng)機(jī)、工具性動(dòng)機(jī)、自我實(shí)現(xiàn)動(dòng)機(jī)、炫耀動(dòng)機(jī)、社交動(dòng)機(jī)和從眾動(dòng)機(jī)7種類型。 2.自我享樂動(dòng)機(jī)、品質(zhì)追求動(dòng)機(jī)、工具性動(dòng)機(jī)、自我實(shí)現(xiàn)動(dòng)機(jī)、炫耀動(dòng)機(jī)、社交動(dòng)機(jī)和從眾動(dòng)機(jī)對(duì)購買意向有積極影響作用；品質(zhì)追求動(dòng)機(jī)、自我享樂動(dòng)機(jī)、自我實(shí)現(xiàn)動(dòng)機(jī)、社交動(dòng)機(jī)和從眾動(dòng)機(jī)對(duì)手機(jī)的更換頻率有積極的影響；炫耀動(dòng)機(jī)和從眾動(dòng)機(jī)對(duì)購買的手機(jī)數(shù)量有顯著的積極影響；自我享樂和社交動(dòng)機(jī)對(duì)購買手機(jī)的支出有顯著的積極影響；購買意向?qū)Ω鼡Q手機(jī)的頻率和手機(jī)數(shù)量都有顯著的相關(guān)性；購買意向?qū)徺I的手機(jī)的支出影響并不顯著。
[Abstract]:Smartphones are divided into high-end, middle-and low-end smartphones. In recent years, the high-end smartphone market has made rapid development, the proportion of market share is increasing, which is both an opportunity and a challenge for enterprises. How to attract more potential customers and stimulate them to buy high-end smartphones has become a big challenge for enterprises. This paper mainly studies how the purchasing motivation and intention of high-end smartphone users influence the purchasing behavior, and through the analysis of the data, it provides some suggestions on the marketing strategy for the mobile phone manufacturers. In this study, the technical acceptance model (TAM) is taken as the basic framework and the advantages of other models are combined to construct the research model of this paper. The model is composed of initial variable, intermediate variable and output variable. Among them, the initial variable is composed of the purchase motivation of the high-end smartphone user, the intermediary variable is the purchase intention, and the output variable is the purchasing behavior of the high-end smartphone user. In this study, 133 valid data were obtained by questionnaire survey. After analyzing the data, the hypotheses of this paper are basically verified. The results are as follows: 1. There are seven types of motivation for high-end smartphone users: self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-actualization motivation, flaunting motivation, social motivation and herd motivation. 2. Self-enjoyment motivation, quality pursuit motivation, instrumental motivation, self-realization motivation, flaunting motivation, social motivation and herd motivation have a positive effect on purchase intention, quality pursuit motivation, self-enjoyment motivation, self-realization motivation, Social motivation and herd motivation have a positive impact on the frequency of mobile phone turnover, showing off motivation and herd motivation have a significant positive impact on the number of mobile phones purchased, self-enjoyment and social motivation have a significant positive impact on the spending of mobile phone purchase. The purchase intention has significant correlation with the frequency and the number of mobile phones, but the purchase intention has no significant effect on the mobile phone expenditure.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.63;F713.55

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本文編號(hào)：2258919