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  本文關(guān)鍵詞：智能手機產(chǎn)品屬性對消費者行為意向的影響研究　出處：《廣東工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 智能手機 產(chǎn)品屬性 行為意向

【摘要】：據(jù)知名市場研究機構(gòu)IDC (International Data Corporation)統(tǒng)計：2014年中國智能手機市場出貨量首次達到創(chuàng)紀錄的4.2億部,比2012年增長19.9%,全球智能手機的銷量已經(jīng)超過電腦銷量的2倍,世界正式邁入移動互聯(lián)網(wǎng)時代。智能手機當(dāng)前早已滲透到我們生活的每個角落,一方面,技術(shù)的不斷進步使智能手機的功能配置越來越強大,人們可以借助手機實現(xiàn)眾多的功能；另一方面,豐富的應(yīng)用軟件極大的方便了我們的生活,提升了生活的趣味性。然而,智能手機在不斷豐富和改變我們生活的同時也帶給我們思考,智能手機產(chǎn)品本身的屬性特征究竟會對消費者行為意向產(chǎn)生何種影響,消費者最為關(guān)心和需要的產(chǎn)品屬性又包含哪些呢?這些都需要我們的研究予以證實。本文以智能手機用戶作為研究樣本,通過問卷調(diào)查的形式搜集數(shù)據(jù),結(jié)合我國智能手機行業(yè)現(xiàn)狀對智能手機的產(chǎn)品屬性特點進行梳理,并借鑒VOSS等人的觀點,將智能手機的產(chǎn)品屬性分為功能屬性和享樂屬性,運用技術(shù)接受模型中感知易用性和感知有用性等相關(guān)概念對產(chǎn)品屬性進行細分,提出產(chǎn)品屬性對于消費者行為意向的影響模型,提出相關(guān)研究假設(shè)。論文的主要內(nèi)容包括三部分：第一,在文獻研究與分析的基礎(chǔ)上,提出本文的研究模型和研究假設(shè)。第二,在探索前人研究成果的基礎(chǔ)上,選取了適合本研究的量表,并通過對量表進行信度效度分析,形成正式問卷。第三,研究產(chǎn)品屬性、顧客價值對消費者行為意向影響的內(nèi)在機理。通過使用SPSS17.0, LISREAL8.7等軟件對收集的調(diào)查數(shù)據(jù)進行統(tǒng)計分析,確定從產(chǎn)品本身屬性的角度對于消費者行為的影響路徑。本研究得出以下結(jié)論：第一,產(chǎn)品屬性中的感知易用性、感知有用性、娛樂性和美觀4個維度對消費者行為意向存在顯著的正向影響；第二,產(chǎn)品屬性對于顧客價值存在顯著的影響作用,產(chǎn)品屬性的細化維度對顧客價值影響顯著；第三,顧客價值在消費者行為意向各維度有顯著的正向影響；第四,顧客價值在產(chǎn)品屬性對消費者行為意向的影響關(guān)系中起到部分中介的作用。
[Abstract]:According to IDC Data Corporation, a well-known market research firm. Statistics: China's smartphone market shipped a record 420 million units for the first time in 2014. Since 2012, the world's smartphone sales have more than doubled the number of computer sales, the world has entered the era of the mobile Internet. Smartphones have already penetrated into every corner of our lives. On the one hand, with the development of technology, the function configuration of smart phone becomes more and more powerful, people can realize many functions with the help of mobile phone. On the other hand, the rich application software greatly facilitates our life, enhances the life interesting. However, the smartphone not only unceasingly enriches and changes our life, but also brings us to ponder. What kind of impact will the attributes of smartphone products have on consumers' behavior intention? what are the product attributes that consumers care about and need most? All of these need to be confirmed by our research. In this paper, smart phone users as a research sample, through the form of questionnaires to collect data. Combined with the current situation of the smart phone industry in China, the characteristics of the product attributes of smart phones are combed out, and the product attributes of smart phones are divided into functional attributes and hedonic attributes based on the views of VOSS and others. The concept of perceived usability and perceived usefulness in the technology acceptance model is used to subdivide the product attributes, and the influence model of product attributes on consumer behavior intention is proposed. The main contents of this paper include three parts: first, on the basis of literature research and analysis, this paper puts forward the research model and research hypotheses. Second, on the basis of exploring the previous research results. Selected the appropriate scale for this study, and through reliability and validity analysis of the scale, form a formal questionnaire. Third, the study of product attributes. Using SPSS 17.0, LISREAL8.7 and other software to analyze the collected data. From the perspective of product attributes to determine the impact of consumer behavior. This study draws the following conclusions: first, perceived usability and perceived usefulness in product attributes. The four dimensions of entertainment and aesthetics have significant positive effects on consumer behavior intention; Second, product attributes have a significant impact on customer value, the refinement of product attributes has a significant impact on customer value; Thirdly, customer value has significant positive influence on the dimensions of consumer behavior intention. In 4th, customer value plays an intermediary role in the relationship between product attributes and consumer behavior intention.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F426.63

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本文編號：1367106