本文選題：移動購物 + 持續(xù)使用意愿�。� 參考：《安徽大學》2017年碩士論文

【摘要】：近年來,隨著移動支付應用的推廣,更多的人轉向了移動購物,特別是社交網購、社區(qū)電商、直播、VR、LBS+AR、020等與場景相關的購物方式創(chuàng)新以及對用戶行為數(shù)據的合理利用,各大電商平臺紛紛大力布局移動端。未來,移動購物市場將是各大電商平臺爭奪市場份額的重要戰(zhàn)場,電商平臺只有在這激烈的競爭中不斷獲得用戶的信任,提高用戶粘性,不斷挖掘潛在用戶,才能在未來的激烈競爭中立于不敗之地。只有不斷地去研究用戶,了解用戶體驗,聽取用戶的反饋意見,解決用戶遇到的問題,把影響用戶持續(xù)使用意愿的因素盡可能的消除。因而有必要去研究影響移動購物用戶持續(xù)使用平臺意愿的影響因素有哪些。本文結合技術接受模型,對期望確認模型進行擴展,嘗試構建出了大學生持續(xù)使用移動購物平臺意愿的影響因素研究模型。在原有模型中加入感知娛樂性、感知風險、交互體驗,與感知有用性一起作為感知績效因素,并加入了消費者個體因素和外部因素,即個體創(chuàng)新性和社會影響變量,彌補期望確認模型未考慮到外部因素的局限性。以調查問卷來獲取樣本數(shù)據,研究對象為高校大學生,調查區(qū)域為安徽省地區(qū),通過網絡問卷調查,回收有效問卷335份,來對樣本數(shù)據進行實證分析。本研究主要是通過定性和定量結合的方法來開展研究的,通過文獻分析法對本研究的理論基礎進行了梳理,闡述國內外關于移動購物和持續(xù)使用意愿的研究綜述,并分析當前研究的不足。實證分析方面,在分析總結大學生持續(xù)使用移動購物平臺意愿影響因素的基礎上,確定了本文的研究變量,構建出了大學生持續(xù)使用移動購物平臺意愿的影響因素模型,并闡述了研究變量的定義及測量問項,進而提出了研究假設。在模型構建和研究假設提出后,首先進行了問卷設計,在設計好問卷后進行了小樣本問卷調查,在此基礎上進行修改后確定最終問卷,然后通過樣本描述統(tǒng)計分析、信度和效度分析、相關分析和回歸分析、中介變量的中介效應檢驗,最終對假設進行驗證,并對模型進行了修改,以達到更好的擬合效果,并在研究結論的基礎上給移動購物市場的發(fā)展提出可行性建議。通過SPSS18.0對樣本數(shù)據進行相關和回歸等分析,驗證了本文構建模型的可靠性,研究結果按照各顯著影響因素按影響力從大到小排序,依次為:交互體驗、感知有用性、社會影響、個體創(chuàng)新性,而感知娛樂性和感知風險則對持續(xù)使用意愿無顯著影響,滿意度、感知有用性、交互體驗在期望確認度和持續(xù)使用意愿之間起到中介作用,而感知風險和感知娛樂性則在期望確認度和持續(xù)使用意愿之間未起到中介作用。本研究在進一步深入研究上可以從具體的諸如移動購物平臺分類對比、移動購物商品種類上來進行研究。而且本文未將人口統(tǒng)計學變量納入研究模型分析,如性別、年齡、學歷、月消費水平、月使用移動購物頻率、月可支配收入水平等等,這些因素可能在影響大學生持續(xù)使用移動購物平臺的意愿上存在差異。
[Abstract]:In recent years, with the promotion of mobile payment applications, more people have turned to mobile shopping, especially social online shopping, community e-commerce, live broadcast, VR, LBS+AR, 020, and the rational use of scene related shopping methods, and the rational use of users' behavior data. All big e-commerce platforms are energetically layout mobile terminals. In the future, the mobile shopping market will be all big The e-commerce platform is competing for the important battlefield of market share. Only in this fierce competition, e-commerce platform is constantly gaining the trust of users, improving the stickiness of the users, and constantly excavating the potential users, so that they can be invincible in the fierce competition in the future. Only to study users, understand the user experience, listen to the feedback of the users, and solve the problem It is necessary to study the factors affecting the willingness of mobile shopping users to continue to use the platform. This paper combines the technology acceptance model, expands the expectation model, and tries to build the continuous use of mobile shopping platform for college students. In the original model, we added perceived entertainment, perceived risk, interactive experience, and perceived usefulness as perceived performance factors, and added individual factors and external factors, namely, individual innovation and social impact variables, and did not take into account the limitations of external factors. Taking the questionnaire to obtain sample data, the research object is university college students and the survey area is Anhui province. Through the network questionnaire survey, 335 valid questionnaires are collected to carry on the empirical analysis to the sample data. This study is mainly through the qualitative and quantitative method to carry out the research, and through the literature analysis method to this research. On the basis of combing the foundation, this paper expounds the research review on mobile shopping and continuous use intention at home and abroad, and analyzes the deficiency of the current research. On the basis of analyzing and summarizing the factors affecting the willingness of college students to continue to use mobile shopping platform, the research variables are determined and the continuous use of college students is built. The influence factor model of the intention of the moving shopping platform, and the definition of the research variable and the measurement question are expounded, and then the research hypothesis is put forward. After the model construction and the research hypothesis are put forward, the questionnaire is designed first, and the small sample questionnaire is carried out after the design of the questionnaire. Over sample description statistics analysis, reliability and validity analysis, correlation analysis and regression analysis, intermediate variable's mediating effect test, finally verify the hypothesis, and modify the model to achieve better fitting effect. On the basis of the research conclusion, the feasibility of the mobile purchase market is proposed. Through SPSS18.0, Sample data are analyzed by correlation and regression, and the reliability of the model is verified. The results are sorted from large to small according to the significant influence factors, in turn, interactive experience, perceived usefulness, social impact, and individual innovation, while perceived entertainment and perceived risk have no significant impact on the willingness to use. Meaning, perceived usefulness, and interactive experience play a mediating role between expectation recognition and persistent willingness to use, while perceived risk and perceived entertaining are not mediating between the expected degree of expectation and the willingness to continue to use. There are no demographic variables in the study model analysis, such as gender, age, education, monthly consumption level, monthly use of mobile shopping frequency, monthly disposable income level and so on. These factors may affect the willingness of college students to continue to use mobile shopping platform.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55

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