大学生购物行为从互联网到手机的转移研究.docVIP

PAGE PAGE 29 大学生购物行为从互联网到手机的转移研究 摘要：无线网络技术的应用和手机移动终端用户的持续增多使移动电子商务迎来了高速发展的黄金时代。移动电子商务的发展使得消费者能够从多个来源收集产品信息,检查产品可用性、特别优惠信息，并使消费者能够随时随地购买商品，它的出现颠覆了消费者原有的消费方式。因此,消费者购物方式迅速而果断地从传统购物和PC端购物转向移动端购物。 但是，尽管移动电子商务拥有广阔的发展空间，移动网络购物在国内也是最近两三年才兴起，国内学术领域关于此的研究很罕见。大学生群体是最具创新力和探索精神的社会群体，走在社会发展的前沿，是移动网络购物的最早接触者。因此，本研究通过探讨影响大学生购物行为从互联网转向手机的因素，帮助移动服务供应商、网络营销人员和公司理解哪些因素将会影响消费者购物行为转向移动端购物以及制定相应的营销策略。 本文在认真研究国内外文献的基础上，结合手机移动端购物的特点和大学生群体的特质，以TAM技术接受模型为基础，同时引入感知风险、感知乐趣、转换成本共同构成影响大学生购物行为从互联网转向手机端的因素，构建本研究的理论模型。数据来源于杭州下沙高教园区大学生，并利用spss19.0进行相关性分析和回归分析。研究结果发现，感知有用性、感知易用性和感知乐趣正向影响大学生从互联网转向手机端，感知风险和转移成本负向影响大学生从互联网转向手机端。最后，依据此结论，为移动电子商务公司、移动服务供应商和网络营销人员提出相应的管理建议。 关键词：大学生购物行为转移移动网络购物 College students shopping behavior from the Internet to mobile phone transfer research Abstract: The application of the wireless network technology and mobile terminal users make mobile e-commerce growing welcomed the golden age of rapid development. The development of mobile e-commerce enables the consumer to collect product information from multiple sources, check product availability, special offer information, and make consumers can buy goods at any time and place, it overturns the consumers to buy the original. Therefore, consumers shopping way is quickly and decisively from traditional shopping and PC shopping into mobile shopping. Despite the mobile electronic commerce has broad space for development, mobile network shopping in China is also emerged in recent three years, the domestic academic field about this research is very rare. College students is the most innovative and exploring spirit of social groups, walk in the foreword of the social development, is the earliest contacts of mobile network shopping. Therefore, this study by discussing the factors influencing college students shopping behavior from the Internet to mobile phone, help mobile service providers, network marketing personnel and companies understand what factors will influence the consumer shopping behavior to mobile terminal shopping an