本文選題：UTAUT + 模型�。� 參考：《江南大學》2012年碩士論文

【摘要】：隨著網(wǎng)絡(luò)的普及以及電子商務(wù)的蓬勃發(fā)展,網(wǎng)絡(luò)購物正在被越來越多的人所接受并使用,逐漸成為當今最火爆、最受年輕一族所追捧的購物方式,未來幾年網(wǎng)絡(luò)購物市場將迎來井噴式發(fā)展。中國網(wǎng)絡(luò)購物市場的快速發(fā)展為電子商務(wù)企業(yè)和網(wǎng)絡(luò)零售商提供廣闊市場和發(fā)展空間的同時也帶來了更大的挑戰(zhàn)。 在借鑒國內(nèi)外關(guān)于網(wǎng)絡(luò)購物消費行為相關(guān)理論和實證研究的基礎(chǔ)上,探討影響大學生網(wǎng)絡(luò)購物消費傾向的因素。本文首先對網(wǎng)絡(luò)購物消費的研究現(xiàn)狀和UTAUT模型進行了分析,然后在UTAUT模型的基礎(chǔ)上結(jié)合前人的研究總結(jié)網(wǎng)絡(luò)購物消費傾向的影響因素,以大學生為研究對象,建立網(wǎng)絡(luò)購物消費行為模型并提出研究假設(shè),設(shè)計相應(yīng)的量表進行實證調(diào)查,最后用SPSS統(tǒng)計軟件實證檢驗UTAUT模型在網(wǎng)絡(luò)購物領(lǐng)域的適應(yīng)性,對研究假設(shè)進行驗證,從而找出對大學生網(wǎng)絡(luò)購物消費傾向有顯著影響的因素,以期為企業(yè)網(wǎng)絡(luò)營銷提出建設(shè)性意見。 研究結(jié)果表明:通過主成分分析法獲得大學生網(wǎng)絡(luò)購物消費傾向的主要影響因素分別為感知有用、促成條件、社會因素、感知易用、購物樂趣、工作適配性。大學生不同性別在社會因素和購物樂趣兩個因素上具有顯著差異;不同的網(wǎng)購頻率對感知有用、社會因素、購物樂趣以及消費傾向上存在顯著差異;不同的月可支配收入在消費傾向上存在顯著差異。感知有用、促成條件、社會因素、感知易用、購物樂趣以及工作適配性與消費傾向均顯著正相關(guān)。感知有用、促成條件、社會因素、感知易用以及購物樂趣對于網(wǎng)絡(luò)購物消費傾向具有顯著的預(yù)測能力,并且感知有用、促成條件對消費傾向的預(yù)測力最強。
[Abstract]:With the rapid development of network and the popularity of e-commerce, online shopping is being accepted by more and more people and use, has become the most popular, most young people sought a way of shopping, online shopping market in the next few years will usher in a spurt of development. The rapid development of Chinese network shopping market provides a broad market and development the space for e-commerce companies and online retailers also brought more challenges.
On the basis of domestic and foreign about online shopping consumer behavior theory and empirical research, to explore the influencing factors of College Students' online shopping consumption. Firstly, online shopping consumer research and UTAUT model to analyze the influencing factors, and then combined with previous research summarized the network shopping consumption on the basis of the UTAUT model. College students as the research object to establish consumer behavior of online shopping model and put forward the research hypothesis, design the corresponding scale of empirical investigation, finally using empirical SPSS statistical software to test the adaptability of the UTAUT model in the field of online shopping, to verify the research hypothesis, so as to find out the factors have significant influence on College Students' online shopping consumption, in order to constructive suggestions are put forward for the enterprise network marketing.
The results show that: the main factors that affect the network shopping consumption tendency of college students through the principal component analysis are perceived usefulness, facilitating conditions, social factors, perceived ease of use, shopping, work adaptation. Students of different gender have significant differences in social factors and shopping fun two factors; different frequency of online shopping the perceived usefulness, social factors, there are significant differences in shopping pleasure and consumption tendency; different monthly disposable income have significant differences in the propensity to consume. Facilitating conditions, perceived usefulness, perceived ease of use, social factors, shopping fun and job fit and consumption tendency were significantly correlated. Perceived usefulness, facilitating conditions and social factors, perceived ease of use and shopping has a significantly predictive power for the network shopping consumption tendency, and perceived usefulness, to predict the propensity to consume condition The strongest.

【學位授予單位】：江南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;G649.2;F224

【引證文獻】

相關(guān)碩士學位論文 前1條

1 宋基蘭（Song gee ran）;中韓大學生網(wǎng)絡(luò)購物行為比較研究[D];山東大學;2013年

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本文編號：1749250