本文選題：使用意愿　切入點(diǎn)：顧客讓渡價(jià)值　出處：《中國(guó)科學(xué)技術(shù)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：根據(jù)中國(guó)互聯(lián)網(wǎng)絡(luò)信心中心(CNNIC)發(fā)布的第38次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告顯示在我國(guó)互聯(lián)網(wǎng)的普及率達(dá)到51.70%,手機(jī)網(wǎng)民數(shù)量達(dá)到6.56億。大數(shù)據(jù)和移動(dòng)互聯(lián)網(wǎng)時(shí)代給企業(yè)市場(chǎng)營(yíng)銷(xiāo)帶來(lái)了重大變革,移動(dòng)互聯(lián)網(wǎng)在我國(guó)逐漸普及,使用移動(dòng)互聯(lián)網(wǎng)開(kāi)展市場(chǎng)營(yíng)銷(xiāo)活動(dòng)逐步引起了學(xué)術(shù)界和企業(yè)的重視。使用意愿是消費(fèi)者行為決策過(guò)程中的關(guān)鍵環(huán)節(jié),也一直是國(guó)內(nèi)外學(xué)者在市場(chǎng)營(yíng)銷(xiāo)領(lǐng)域進(jìn)行科學(xué)研究的重要變量。研究用戶(hù)對(duì)企業(yè)通過(guò)移動(dòng)互聯(lián)網(wǎng)推送消息的使用意愿的影響因素則是本文的研究主題。目前在國(guó)內(nèi)外對(duì)于使用意愿的研究比較成熟,隨著新事物的出現(xiàn)對(duì)于使用意愿的研究也在不斷的革新。我國(guó)關(guān)于移動(dòng)互聯(lián)網(wǎng)使用意愿的研究多是針對(duì)使用某一具體應(yīng)用或功能,研究設(shè)計(jì)多是基于成熟的理論模型直接驗(yàn)證前因變量與使用意愿的相關(guān)關(guān)系。企業(yè)通過(guò)移動(dòng)互聯(lián)網(wǎng)與用戶(hù)互動(dòng)有兩種方式,一是用戶(hù)主動(dòng)使用,另一種是企業(yè)向用戶(hù)推送。本文研究的是用戶(hù)接受移動(dòng)互聯(lián)網(wǎng)推送消息的使用意愿,在我國(guó)的研究中很少涉及。在閱讀使用意愿、消費(fèi)者行為決策模式、信息質(zhì)量、雙路徑模式等相關(guān)文獻(xiàn)后,我們將消費(fèi)者行為決策模式與社會(huì)心理學(xué)中雙路徑模型結(jié)合來(lái)研究用戶(hù)的使用意愿,認(rèn)為用戶(hù)對(duì)于推送消息態(tài)度的變化受中樞路徑(感知信息質(zhì)量)和邊緣路徑(社群影響)的影響。我們還探討在用戶(hù)從接受到推送消息到形成使用意愿過(guò)程中中介變量的作用,中介變量在以往關(guān)于使用意愿研究中很少涉及。此外,我們對(duì)比了不同性別群體面對(duì)推送消息不同的使用意愿。在收集了249份有效問(wèn)卷并進(jìn)行數(shù)據(jù)處理后,我們得出結(jié)論如下:(1)推送消息信息質(zhì)量對(duì)用戶(hù)的使用意愿有顯著的正向影響,顧客讓渡價(jià)值在該關(guān)系中起到完全中介作用。(2)社群影響對(duì)用戶(hù)使用推送消息的意愿有顯著的正向影響,這種影響關(guān)系是直接的,顧客讓渡價(jià)值起到部分中介作用。(3)對(duì)于信息質(zhì)量,女性群體在感知易用性對(duì)顧客總成本和使用意愿之間的相關(guān)關(guān)系的得分顯著高于男性群體;社群影響對(duì)使用意愿相關(guān)關(guān)系的得分顯著高于男性群體。基于此,本文給出了企業(yè)在使用移動(dòng)互聯(lián)網(wǎng)進(jìn)行營(yíng)銷(xiāo)活動(dòng)的相關(guān)建議和啟示。
[Abstract]:According to the 38th China Internet Network Development Statistics report released by China Internet confidence Center (CNNIC), the Internet penetration rate in China has reached 51.70%, and the number of mobile phone users has reached 656 million. Big data and the era of Mobile Internet. Has brought great changes to the marketing of enterprises, Mobile Internet is becoming more and more popular in China. The use of mobile Internet to carry out marketing activities has gradually attracted the attention of academia and enterprises. The willingness to use is the key link in the decision-making process of consumer behavior. It has also been an important variable for domestic and foreign scholars to carry out scientific research in the field of marketing. The research topic of this paper is to study the influencing factors of users' willingness to push messages through mobile Internet. Internal and external studies on the willingness to use are relatively mature, With the emergence of new things, the study of willingness to use is constantly innovating. In our country, the research on the willingness to use mobile Internet is mostly focused on the use of a specific application or function. Most of the research and design are based on mature theoretical models to directly verify the relationship between the pre-dependent variables and the willingness to use. There are two ways for enterprises to interact with users through the mobile Internet, one is the active use of users. The other is the enterprise push to the user. This paper studies the user's willingness to accept the mobile Internet push message, which is rarely involved in the research of our country. In reading the intention to use, consumer behavior decision model, information quality, After the related literature, we combine the consumer behavior decision model with the dual path model in social psychology to study the user's willingness to use. It is considered that the change of user's attitude to push messages is influenced by the central path (perceived information quality) and the edge path (community influence). We also discuss the role of mediating variables in the process from receiving to pushing messages to forming the user's willingness to use. Mediating variables were rarely involved in previous studies on willingness to use. In addition, we compared the different gender groups' willingness to use when pushing messages. After collecting 249 valid questionnaires and processing the data, We conclude that: 1) the quality of push messages has a significant positive impact on the user's willingness to use. Customer delivery value plays a fully mediating role in the relationship.) the community influence has a significant positive impact on the user's willingness to use push messages, and the relationship is direct. For information quality, the scores of female group in perceived ease of use on the relationship between customer total cost and use intention were significantly higher than that in male group; Community impact has significantly higher scores on the relationship between the intention to use than the male group. Based on this, this paper gives some suggestions and revelations on the use of mobile Internet in marketing activities.
【學(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F49;F713.55

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