本文關鍵詞： 購物類APP 營銷策略 用戶行為　出處：《中央民族大學》2017年碩士論文　論文類型：學位論文

【摘要】：飛速發(fā)展的移動互聯(lián)網催生出了各式各樣的新產品,這些互聯(lián)網產品不斷地改變著人們的生活方式。APP的誕生,完美的融合了圖片、視頻等方式的移動營銷,帶給了人們前所未有的新體驗。當前國內外APP種類眾多,包含了購物類、社交類、導航類、支付類、閱讀類、通訊類、游戲類等幾十個類別,其內容涵蓋了我們衣食住行的方方面面。隨著高速滲透的移動互聯(lián)網,電商企業(yè)逐步將APP納入自己的營銷全局中。利用APP進行營銷已成為各大電商平臺爭奪的核心和焦點。APP早已不再是一個簡單的客戶端，若想讓用戶感受到實用性的同時又對其購買行為產生影響,各大電商必須不斷地致力于APP的建設和營銷策略的推陳出新。因此探討分析APP的各類營銷策略對用戶行為所產生的影響,是非常有必要和有意義的。本文從理論角度梳理了 APP營銷的相關概念,指出了 APP營銷的精準性、互動性等優(yōu)勢。接下來,以APP營銷策略入手,從其對用戶體驗和用戶購買決策這兩方面的影響概述分析了 APP豐富的營銷策略,由此引出購物類APP營銷策略對用戶行為產生的影響的假設。筆者對大量文獻進行閱讀和分析后,選出四種目前比較有代表性的購物類APP營銷策略,即:基礎功能擴展,模式創(chuàng)新,互動,獎勵機制,分別認為這四種營銷策略均會對用戶行為中的用戶體驗及用戶購買決策產生正向影響,同時用戶行為對用戶購買決策也會產生正向影響。本文共提出九項假設,為對假設進行驗證,筆者選取當下使用者較為廣泛的購物類APP作為案例研究,結合國內外營銷策略的理論,利用軟件構建出結構方程模型。模型擬合所需要的數(shù)據(jù)通過調查問卷獲取。調查問卷中的各題項以結構方程模型中的各觀測變量為主要內容。問卷設計完畢后,筆者通過問卷星在線問卷調查平臺發(fā)放了兩百余份問卷進行初測,初測的目的是對問卷的信度及相關性進行評測,并收集被調查者對問卷各個題項設置的意見,最終將意見匯總交由專家進行評定。問卷初測通過后,筆者根據(jù)專家意見調整了問卷,并再次利用問卷星平臺投放了大量問卷,最終回收了一千余份有效問卷,作為模型驗證的數(shù)據(jù)。將數(shù)據(jù)導入至模型中進行擬合,根據(jù)擬合結果同時結合相關文獻,筆者對模型結構進行了調整。根據(jù)最終的模型結果九項假設均得到了驗證,其中成立的假設有四項,分別為:基礎功能擴展、模式對用戶體驗有正向影響,獎勵機制、用戶體驗對用戶購買決策有正向影響。最后,為擴展我國在購物類APP領域的營銷策略研究,筆者依據(jù)實際分析驗證,對各假設提出了有針對性的營銷策略建議。
[Abstract]:The rapid development of mobile Internet has given birth to a variety of new products, these Internet products are constantly changing people's way of life. App birth, perfect integration of pictures, video and other ways of mobile marketing, At present, there are many kinds of APP at home and abroad, including shopping class, social class, navigation class, payment class, reading class, communication class, game class and dozens of categories, such as shopping class, social class, navigation class, payment class, reading class, communication class, game class, etc. Its content covers all aspects of our clothing, food, housing and transportation. With the rapid penetration of the mobile Internet, The e-commerce enterprises gradually bring APP into their marketing overall situation. Using APP for marketing has become the core and focus of the major e-commerce platforms. App is no longer a simple client. If you want users to feel practical and have an impact on their buying behavior, The major ecommerce companies must constantly devote themselves to the construction of APP and the innovation of marketing strategies. Therefore, this paper discusses and analyzes the impact of various marketing strategies of APP on the behavior of users. It is very necessary and meaningful. This paper combs the related concepts of APP marketing from the theoretical angle, points out the advantages of APP marketing, such as precision, interactivity and so on. Then, starting with the APP marketing strategy, This paper analyzes the rich marketing strategy of APP from its impact on user experience and user purchase decision. After reading and analyzing a large number of literatures, the author selects four typical APP marketing strategies for shopping, that is, the expansion of basic functions. Model innovation, interaction, incentive mechanism, the four marketing strategies are considered to have a positive impact on user experience and user purchase decisions in user behavior. At the same time, the user behavior will also have a positive impact on the user purchase decision. In this paper, nine hypotheses are put forward. In order to verify the hypothesis, the author selects APP, which is widely used by the user, as a case study. Combined with the domestic and foreign marketing strategy theory, The structural equation model is constructed by software. The data needed for the model fitting is obtained by questionnaire. The main contents of the questionnaire are the observation variables in the structural equation model. After the design of the questionnaire, Through the online questionnaire survey platform, the author issued more than 200 questionnaires for initial test. The purpose of the first test was to evaluate the reliability and relevance of the questionnaire, and to collect the opinions of the respondents on the setting of each item of the questionnaire. The author adjusts the questionnaire according to the expert's opinion, and puts in a large number of questionnaires by using the questionnaire star platform again, and finally returns more than 1,000 valid questionnaires. As the data of model verification, the data is imported into the model to fit the model. According to the fitting results and the related literature, the author adjusts the model structure, and verifies the nine hypotheses according to the final model results. Among them, there are four hypotheses, which are: basic function expansion, mode has positive impact on user experience, incentive mechanism, user experience has positive impact on user purchase decision. In order to expand our country's marketing strategy research in the field of shopping APP, according to the actual analysis and verification, the author puts forward targeted marketing strategy suggestions to the various hypotheses.
【學位授予單位】：中央民族大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F713.55

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本文編號：1497037