【作者】 李萌；

【导师】 沈占波；

【作者基本信息】 河北大学 ， 企业管理， 2019， 硕士

【摘要】 近年来,我国移动互联网消费发展迅速,使得网络购物尤其是手机购物方式逐渐成为流行的生活方式。而女人是最有力量的消费群体,随着移动互联网的普及,女性的购物热情也蔓延到了无处不在的网络空间,形成了一个潜力巨大的消费群体。因此,对女性消费者使用手机购物的消费意愿影响因素进行分析研究无论是在理论上还是在实践上都具有非常重要的意义。本文在总结相关行为因素的文献资料时发现,笔者在行为因素中将人口统计、心理活动以及环境影响的因素选取出来,同时结合营销因素共同组成研究的模型。另外从环境、心理和营销的层面出发总结得出宏观和微观的环境变化、生活方式和选购能力、满意的程度、对风险的感知程度、宣传力度、服务的水平等二级自变量,将因变量设置为预期消费意愿,以此来探究女性手机购物的购物状况。根据研究得出的结果发现:人口统计因素的变化导致女性的预期消费意愿也产生不同;环境因素对女性消费者的消费意愿产生影响,宏观和微观的环境所起的影响作用是积极的,同时微观的影响程度要大于宏观的因素影响;心理因素能够对女性消费意愿产生影响,生活方式、选购能力、满意度对女性产生的影响作用是积极的,其中满意度影响最大,其次是生活方式和选购能力,感知风险的影响作用是消极的;营销因素同样会影响到女性的消费意愿,口碑传播、商品以及服务的因素能够起到积极的引导作用,其中服务因素的影响作用最大,其次便是口碑传播和商品的因素。通过结合实证分析得出的结论,针对性地给予相应的建议:对女性手机地购物市场进行细致化区分,制定个性化地营销策略。方便手机购物的活动,提供更加适合移动端互联网购物的发展环境,创新移动互联网分期支付的模式。根据商品和服务等内容切实增加女性使用手机购物的满意度,降低知觉风险。更多还原

【Abstract】 In recent years,with the rapid development of mobile Internet consumption in China,online shopping has become a popular way of life.Women are the most powerful consumer group.With the popularity of the mobile Internet,women’s shopping enthusiasm has spread to the ubiquitous cyberspace,forming a huge potential consumer group.Therefore,it is of great significance to analyze and study the influencing factors of female consumers’ intention to use mobile Internet for shopping,both in theory and in practice.Based on the literature review of behavioral factors,this paper extracts demographic,psychological and environmental factors with high applicability from the behavioral factors model,and introduces marketing factors to construct the research model.At the same time,macro-environment factors,micro-environment factors,lifestyle,affordability,satisfaction,perceived risk,word-of-mouth communication,commodity factors and service factors are refined as two-level variables from the aspects of environment,psychology and marketing.The future consumption intention of women in mobile shopping is studied as a dependent variable.The results show that there are differences in female consumers’ consumption intentions with different demographic factors;environmental factors have an impact on female consumers’ consumption intentions;macro-environment and micro-environment have a positive impact on female consumers’ consumption intentions;the impact degree from high to low is micro-factor and macro-factor respectively;psychological factors have an impact on female consumers’ consumption intentions,lifestyle,and consumption intentions.Payment ability and satisfaction have a positive impact on women’s consumption intention.The degree of impact is from high to low: satisfaction,lifestyle,payment ability,perceived risk have a negative impact on women’s consumption intention;marketing factors have a positive impact on women’s consumption intention;word-of-mouth communication,commodity factors and service factors have a positive impact on women’s consumption intention,and the degree of impact is from high to low.The low scores are service factor,word-of-mouth communication factor and commodity factor.Based on the conclusions of empirical research,the following suggestions are put forward: Segmenting the female mobile phone shopping market and implementing customized marketing.Provide a good development environment for mobile Internet shopping and develop installment payment method for mobile Internet shopping.Improve women’s satisfaction with mobile Internet shopping and reduce perceived risk from the aspects of goods and services.更多还原