發(fā)布時間：2018-05-27 04:46

  本文選題：計劃行為理論 + 大學(xué)生　； 參考：《西安工程大學(xué)》2015年碩士論文

【摘要】：目前國內(nèi)運(yùn)動裝消費(fèi)市場發(fā)展快速,市場前景廣闊。本課題以西安市高校大學(xué)生的運(yùn)動裝消費(fèi)行為為研究要點(diǎn),從心理學(xué)的角度分析大學(xué)生運(yùn)動裝消費(fèi)行為意向的影響因素以及各影響因素之間的相互關(guān)系,為企業(yè)進(jìn)行市場細(xì)分,確定目標(biāo)消費(fèi)群體和制定營銷戰(zhàn)略等提供參考依據(jù)。本課題首先應(yīng)用計劃行為理論(Theory of Planned Behavior,簡稱TPB)構(gòu)建大學(xué)生運(yùn)動裝消費(fèi)行為的理論模型,然后提出研究假設(shè),并設(shè)計調(diào)查問卷,借助統(tǒng)計軟件IBM SPSS Statistics 19和IBM Amos 21對調(diào)查數(shù)據(jù)分別進(jìn)行描述性統(tǒng)計分析、信度分析、效度分析、探索性因子分析、相關(guān)分析、方差分析以及結(jié)構(gòu)方程模型分析,最后得出相關(guān)結(jié)論。研究結(jié)果表明:(1)外界影響因素因子EF與大學(xué)生運(yùn)動裝消費(fèi)的行為態(tài)度因子AT、主觀規(guī)范因子SN、感知行為控制因子PBC存在顯著相關(guān)性,且為正相關(guān);大學(xué)生運(yùn)動裝消費(fèi)行為意向因子BI與大學(xué)生運(yùn)動裝消費(fèi)行為態(tài)度因子AT、主觀規(guī)范因子SN和感知行為控制因子PBC之間存在顯著正相關(guān)關(guān)系;外界影響因素因子EF與大學(xué)生運(yùn)動裝消費(fèi)的行為意向因子BI之間有顯著相關(guān)性,且為正相關(guān)。(2)大學(xué)生的性別對大學(xué)生運(yùn)動裝消費(fèi)的行為意向、行為態(tài)度、主觀規(guī)范、感知行為控制并未表現(xiàn)出顯著性差異;但是大學(xué)生的年齡、學(xué)歷與大學(xué)生運(yùn)動裝消費(fèi)的感知行為控制存在顯著差異;大學(xué)生的專業(yè)和月可支配收入在大學(xué)生運(yùn)動裝消費(fèi)行為的主觀規(guī)范上存在顯著差異。(3)大學(xué)生運(yùn)動裝消費(fèi)行為的結(jié)構(gòu)方程模型中,行為態(tài)度、感知行為控制、主觀規(guī)范都對運(yùn)動裝消費(fèi)的行為意向有一定程度的影響,其中大學(xué)生運(yùn)動裝消費(fèi)行為的主觀規(guī)范對大學(xué)生運(yùn)動裝消費(fèi)行為意向的影響最大。(4)外界影響因素與大學(xué)生運(yùn)動裝消費(fèi)的行為態(tài)度、主觀規(guī)范、感知行為控制之間都有相關(guān)性,其中與主觀規(guī)范的相關(guān)系數(shù)最大。而在大學(xué)生運(yùn)動裝消費(fèi)行為的主觀規(guī)范中,同學(xué)和朋友的建議對大學(xué)生購買運(yùn)動裝影響最大。(5)通過結(jié)構(gòu)方程模型的分析驗證,本課題的大學(xué)生運(yùn)動裝消費(fèi)行為的理論模型整體擬合度良好,進(jìn)一步驗證了計劃行為理論對大學(xué)生運(yùn)動裝消費(fèi)行為的研究同樣適用,并對預(yù)測大學(xué)生運(yùn)動裝消費(fèi)行為有一定參考作用。
[Abstract]:At present, the domestic sports clothing consumer market develops rapidly, the market prospect is broad. This subject takes the sports clothing consumption behavior of university students in Xi'an as the main point of study, analyzes the influencing factors of college students' sportswear consumption behavior intention from the angle of psychology and the relationship between the influencing factors, so as to subdivide the market for the enterprises. Identify target consumer groups and develop marketing strategies to provide a reference basis. In this paper, we first apply the theory of planning behavior of Planned Behavior, to construct the theoretical model of college students' sportswear consumption behavior, then put forward the research hypotheses, and design the questionnaire. Descriptive statistical analysis, reliability analysis, validity analysis, exploratory factor analysis, correlation analysis, variance analysis and structural equation model analysis were carried out with statistical software IBM SPSS Statistics 19 and IBM Amos 21, respectively. Finally, the relevant conclusions are drawn. The results showed that there was a significant correlation between EF, behavioral attitude factor, subjective norm factor and perceived behavior control factor (PBC) of college students' sportswear consumption, and there was a positive correlation between EF and perceived behavior control factor (PBC). There was a significant positive correlation between BI and ATA, the subjective norm factor SN and the perceived behavior control factor (PBC). There is a significant correlation between EF and the behavioral intention factor BI of college students' sportswear consumption, and it is positive correlation. 2) the behavior intention, behavior attitude, subjective norm of college students' sex to college students' sportswear consumption. There is no significant difference in the control of perceived behavior, but there are significant differences between the age and educational background of college students and the control of perceived behavior of college students' sportswear consumption. There is a significant difference between the professional and monthly disposable income of college students in the subjective norms of college students' sportswear consumption behavior. (3) in the structural equation model of college students' sportswear consumption behavior, the behavior attitude and perceived behavior control. Subjective norms have a certain degree of influence on the behavior intention of sportswear consumption. Among them, the subjective norms of college students' sportswear consumption behavior have the greatest influence on college students' sportswear consumption behavior intention. (4) there is a correlation between the external influence factors and the behavior attitude, subjective norm, perceptual behavior control of college students' sportswear consumption. The correlation coefficient with subjective norms is the largest. In the subjective norms of college students' sportswear consumption behavior, the suggestions of students and friends have the greatest influence on college students' purchase of sportswear. The theoretical model of sports clothing consumption behavior of college students in this paper has a good fit, which further verifies that the theory of planned behavior is also applicable to the study of sports wear consumption behavior of college students. And to predict college students sports clothing consumption behavior has certain reference function.
【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.86;F713.55

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相關(guān)期刊論文 前1條

1 李龍鑫;李敏;;當(dāng)代大學(xué)生網(wǎng)絡(luò)消費(fèi)心理及其引導(dǎo)[J];赤峰學(xué)院學(xué)報(自然科學(xué)版);2013年14期

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本文編號：1940512