摘要：移动购物是移动互联网领域的重要应用之一，大学生群体是移动购物的主要消费群体，逐渐成为移动购物商的目标客户群。研究移动购物体验对大学生购买意愿的影响，能够对商家更加准确的把握大学生群体的购买意愿有所帮助，为企业移动网络商铺的发展提供思路。基于此背景，本文以大学生为研究对象，通过研究相关文献以及问卷调查等方法，对移动购物体验对大学生购买意愿的影响进行探讨分析，整合构建移动购物的体验维度、消费者感知价值以及大学生消费特征和购买意愿的相关关系模型，以期对于企业如何有针对性的提升大学生移动网络购物体验，抢占未来移动网络购物市场，提高大学生的购买意愿提供借鉴。

关键词：移动购物体验；感知价值；大学生消费特征；购买意愿

A Study on the Influence of Mobile Shopping Experience on College Students' Purchase Intention

Abstract：Mobile shopping is one of the most important applications in the mobile internet field. College students are the main consumer groups of mobile shopping, and gradually become the target customers of mobile shopping. The study of the impact of mobile shopping experience on College Students' purchase intention can help businesses more accurately grasp the purchasing intention of college students, and provide ideas for the development of mobile Internet shops. Based on this background, this paper takes college students as the research object, through the study of relevant literature and survey methods, the mobile shopping experience influence on University Students' purchase intention, explores and analyzes the construction and integration of mobile shopping experience dimensions, customer perceived value and consumer characteristics of students and the correlation between purchase intention model, in order to enterprises to promote college students' network of mobile shopping experience, to seize the future mobile network shopping market, improve the students' willingness to buy reference.

Keywords： Mobile shopping experience; perceived value; college students' consumption characteristics; purchase intention

目录

0引言 1

1大学生移动购物 1

1.1大学生移动购物的概念 1

1.2大学生移动购物的特点 2

2大学生移动购物体验和购买意愿 3

2.1消费者体验的定义 3

2.2大学生移动购物体验维度 4

2.3大学生购买意愿 6

3大学生移动购物体验与感知价值、购买意愿 7

3.1移动购物与感知价值 7

3.1.1感知价值 7

3.1.2移动购物体验与感知价值的关系 7

3.2大学生感知价值与购买意愿 8

3.3大学生移动购物体验与购买意愿 8

3.4大学生消费特征与购买意愿 8

4大学生移动购物体验模型整合与运用 9

4.1问卷调查 9

4.1.1问卷设计 9

4.1.2问卷分析 9

4.2移动购物模型 14

结论 18

致谢