【作者】 李彬；

【导师】 苏欣；

【作者基本信息】 北京邮电大学 ， 工商管理（专业学位）， 2025， 硕士

【摘要】 近年来人工智能与信息技术加速演进,人类社会逐渐迈入深度数字化的全新时代。人工智能在各个行业的应用也日益广泛和深入,教育是人类文明发展传承的基石,教育领域的智能化、个性化趋势日渐显著,儿童智能教育产品的应用也迎来了全新契机。如何有效提升这类产品的市场竞争力并挖掘消费者购买意愿,成了相关企业与研究者共同关注的问题。本文以Z公司儿童智能教育产品为研究对象,探索外部变量如何影响消费者在教育场景中的购买决策过程,旨在为企业提升消费者购买意愿提供切实可行的策略支持。本研究聚焦在消费者对儿童智能教育产品的购买意愿,选取Z公司作为案例进行分析。从理论上采用TAM与SOR理论作为框架,建立了消费者购买意愿的理论框架。对Z公司的儿童智能教育产品以及行业现状进行了分析,运用PEST与SWOT从宏观环境和内部环境进一步分析企业面临的宏观政策机遇、经济环境变化、社会需求升级与技术发展态势。结合现有研究文献并结合访谈验证,提取教育价值、品牌信任、技术创新与交互设计作为外部刺激因素,构建了研究模型。采用问卷调查与数据分析,探索外部引入如何通过感知有用性、感知易用性如何影响消费者购买意愿。研究结果显示,教育价值与品牌信任对感知有用性具有正向促进作用,技术创新与交互设计则能有效提升感知易用性。中介变量感知有用性与感知易用性也会对消费者购买意愿产生显著正向影响,感知易用性对感知有用性也存在促进效应。为Z公司在感知有用性、感知易用性方面的产品能力提升提出了优化策略,旨在增强消费者的产品接受度与购买意愿,并为其智能教育产品的迭代升级与市场拓展提供实用指导。更多还原

【Abstract】 In recent years,artificial intelligence and information technology have accelerated their evolution,and human society has gradually entered a new era of deep digitalization.The application of artificial intelligence in various industries has become increasingly extensive and in-depth.Education is the cornerstone of the development and inheritance of human civilization.The trend of intelligence and personalization in the field of education has become increasingly prominent,and the application of children’s smart education products has also ushered in a new opportunity.How to effectively improve the market competitiveness of such products and tap into consumers’ willingness to buy has become a common concern of relevant companies and researchers.This thesis takes Z Company’s children’s smart education products as the research object to explore how external variables affect consumers’ purchase decision-making process in educational scenarios,aiming to provide practical and feasible strategic support for enterprises to enhance consumer purchase intention.This study first conducted an in-depth analysis of Z Company’s current market environment and operating conditions,and used PEST and SWOT to sort out the macro-policy opportunities,economic environment changes,social demand upgrades and technological development trends faced by the company.At the same time,with the help of TAM and SOR theoretical frameworks,starting from the four key external stimulus factors of educational value,brand trust,technological innovation and interactive design,a conceptual model that affects consumer purchase intention was constructed.In order to further verify the theoretical hypothesis and explore the influencing mechanism,this study conducted an empirical test on the target consumer group through questionnaire surveys and data analysis.Through reliability and validity tests,descriptive statistics and regression analysis,the results show that educational value and brand trust have a positive effect on perceived usefulness,while technological innovation and interactive design can effectively improve perceived ease of use.The mediating variables perceived usefulness and perceived ease of use also have a significant positive impact on consumers’ willingness to buy,and perceived ease of use also has a promoting effect on perceived usefulness.Based on the results of empirical analysis,this study examines perceived usefulness and perceived ease of use to identify specific shortcomings in Z Company’s educational content development,brand trust building,technological innovation,and interaction design.Targeted optimization strategies are proposed to enhance consumer acceptance and purchase intention,providing practical guidance for the iterative improvement and market expansion of its intelligent educational products.更多还原