【摘要】：移動(dòng)商務(wù)的高速發(fā)展和4G時(shí)代的到來(lái)為移動(dòng)優(yōu)惠券的市場(chǎng)應(yīng)用與推廣提供了新的契機(jī)。移動(dòng)優(yōu)惠券帶來(lái)更多便利與經(jīng)濟(jì)實(shí)惠,在國(guó)內(nèi)消費(fèi)者群體中擁有良好口碑。作為優(yōu)惠券發(fā)展的新階段,移動(dòng)優(yōu)惠券更加突出了“移動(dòng)”的特性,使用戶能夠隨時(shí)、隨地獲得促銷信息,深受商家和消費(fèi)者的青睞,具有廣闊的市場(chǎng)前景。但是相比于發(fā)達(dá)國(guó)家,中國(guó)的移動(dòng)優(yōu)惠券市場(chǎng)仍然不夠成熟,兌換率不高的問題未得到有效解決。目前有關(guān)移動(dòng)優(yōu)惠券使用意愿的研究主要是在TAM模型的基礎(chǔ)上加入有關(guān)消費(fèi)者行為和移動(dòng)優(yōu)惠券本身特點(diǎn)的變量,但是在消費(fèi)者個(gè)體心理和群體心理對(duì)移動(dòng)優(yōu)惠券使用意愿的影響方面缺乏深入的研究。本研究基于消費(fèi)者動(dòng)機(jī)導(dǎo)向的視角,在效價(jià)理論和調(diào)節(jié)定向理論的基礎(chǔ)上,結(jié)合移動(dòng)優(yōu)惠券的具體特點(diǎn)構(gòu)建移動(dòng)優(yōu)惠券使用意愿的概念模型。根據(jù)以往研究的成熟量表設(shè)計(jì)調(diào)查問卷,由調(diào)查者在武漢、蘭州、南京三地發(fā)放,共收到325份有效問卷,利用統(tǒng)計(jì)軟件SPSS16和SmartPLS2.0對(duì)量表進(jìn)行信度效度檢驗(yàn),建立結(jié)構(gòu)方程模型并對(duì)問卷調(diào)查數(shù)據(jù)進(jìn)行了分析。研究結(jié)果表明消費(fèi)者的感知收益和感知努力顯著影響移動(dòng)優(yōu)惠券使用態(tài)度,促進(jìn)定向增強(qiáng)感知收益對(duì)態(tài)度的正向作用,防御定向增強(qiáng)感知努力對(duì)態(tài)度的反向作用。使用態(tài)度和羊群行為均能增強(qiáng)消費(fèi)者移動(dòng)優(yōu)惠券的使用意愿。最后本文對(duì)研究結(jié)果進(jìn)行了歸納總結(jié),提出了提高移動(dòng)優(yōu)惠券兌換率的相關(guān)建議,并對(duì)后續(xù)研究做出展望。
[Abstract]:The rapid development of mobile commerce and the arrival of 4G era provide a new opportunity for the market application and promotion of mobile coupons. Mobile coupons bring more convenience and economic benefits, and have a good reputation among the domestic consumer community. As a new stage in the development of coupons, mobile coupons have more prominent characteristics of "mobile", which enables users to obtain promotional information at any time and anywhere. It is favored by merchants and consumers, and has a broad market prospect. However, compared with developed countries, China's mobile coupon market is still not mature, the low exchange rate has not been effectively resolved. The current research on the willingness to use mobile coupons is to add variables about consumer behavior and the characteristics of mobile coupons on the basis of the TAM model. However, there is a lack of in-depth research on the influence of consumers' individual psychology and group psychology on the willingness to use mobile coupons. This study is based on consumer motivation-oriented perspective, on the basis of potency theory and regulation orientation theory, combined with the specific characteristics of mobile coupons, a conceptual model of mobile coupons' willingness to use mobile coupons is constructed. According to the maturity scale designed by previous studies, the questionnaire was distributed by investigators in Wuhan, Lanzhou and Nanjing, and a total of 325 valid questionnaires were received. The reliability and validity of the questionnaire were tested by statistical software SPSS16 and SmartPLS2.0. The structure equation model was established and the data of questionnaire survey were analyzed. The results show that perceived income and perceived effort of consumers significantly affect the attitude of mobile coupon use, promote orientation to enhance the positive effect of perceived income on attitude, and defense-oriented enhancement of perceived effort to the reverse effect of attitude. Both attitudes and herd behavior can enhance consumer willingness to use mobile coupons. Finally, this paper summarizes the research results, puts forward some suggestions to improve the exchange rate of mobile coupons, and looks forward to the future research.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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本文編號(hào)：2449763