【毕业论文】浅析大学生IT产品消费的知觉风险维度.docVIP

毕业设计（论文） 题目：浅析大学生IT产品消费的知觉风险维度  浅析大学生IT产品消费的知觉风险维度 摘要 IT产品具有更新速度快，技术含量高，使用成本高昂等特点，并且在技术产品市场上占有很大的市场份额。而大学生这一类群体处在潮流上游，消费行为也有很大的超前性。这使得大学生成为IT产品的重要的消费群体。由于IT产品的特点，使得消费者在购买该类产品时更易产生知觉风险。大学生，是具有知识能力和一定判断力的一类消费群体，分析大学生在购买IT产品时的主要知觉风险维度，对于企业掌握大学生消费群体的知觉风险以及制定相应的营销对策具有重要的意义。 本文在以往研究知觉风险的理论基础上，提出IT产品消费的知觉风险维度；同时，本课题结合大学生的消费行为特点，浅要分析大学生IT产品消费的知觉风险维度；与此同时，通过实证研究，验证大学生在购买IT产品时产生的知觉风险维度，并通过对以往相关理论的总结概述以及搜集数据的分析总结，尝试提出企业相应的营销对策。 关键词：IT产品；知觉风险；知觉风险维度 　　 　　 　　 　　 　　 　　 　　 　　 ANALYSIS OF IT PRODUCTS CONSUMPTION IN COLLEGE STUDENTS’ PERCEIVED RISK DIMENSIONS ABSTRACT IT products are updated faster， high in technology features such as the use of high cost， and market technology products account for a large share of the market. And university students in the trend of this type of upstream groups， consumer behavior is also very advanced. This allows students to become an important IT product of the consumer groups. Due to the characteristics of IT products， making consumers more to buy those products have a perceived risk. College students， is a knowledge and a certain sense of a class of consumer groups， analysis of university students to purchase IT products in the main dimension of perceived risk， the consumer groups of university students in grasping the perceived risk and the development of appropriate marketing strategy is of great significance. In this paper， previous studies in the theory of perceived risk based on the consumption of IT products perceived risk dimensions; the same time， the subject of consumer behavior combined with the characteristics of university students， university students superficial analysis of IT products to consumers perceived risk dimensions. At the same time， the form of a questionnaire survey to verify the purchase of IT products in college when the dimension of perceived risk， and combing through the theory and analyze the collected data to try to make corporate marketing strategy accordingly. Key words: IT products; perceived ris