营销学视角下的广东大学生网购消费行为特征分析-国际金融进展-CSCIED科技核心评价数据库-手机版

营销学视角下的广东大学生网购消费行为特征分析

Research on the Characteristics of Undergraduate Online Shopping Behavior in GuangdongFrom the Perspective of Marketing

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DOI	10.12208/j.aif.20210003
刊名	国际金融进展 Advances in International Finance
年，卷(期)	2021, 3(1)
作者	方瑀绅*,
作者单位	肇庆学院经济与管理学院广东肇庆 ;
摘要	电子商务俨然成为当今商业营销一股不可抵挡的趋势。然而，消费者如何看待商品品牌与自我之间的关系，成为一项值得研究的议题。本研究针对大学本科生族群，采独立T检定和单因子ANOVA检定，进行探讨他们对”品牌价值”、”质量价值”、”服务价值”的三个构面维度。研究发现：(1)就独立T检定分析男女学生在”品牌价值”构面有显着差异存在，其中女生感受显着的高于男生；(2)就三个构面维度16个问项变量中，女生对”品牌价值”感受显着的高于男生；而”质量价值”、”服务价值”构面均未达到显着差异；(3) ”品牌价值”与”服务价值”与年级、每月可支配零用钱构面达显着差异。
Abstract	E-commerce has become an irresistible trend in todays commercial marketing. However, how consumers perceive the relationship between brand and self has become a topic worth studying. This study aimed at the undergraduate students in Guangdong, and adopted independent T-test and single-factor ANOVA test to explore their three facet dimensions of “brand value”, “quality value” and “service value”. The study found that: (1) There is a significant difference in the "brand value" facet between male and female students in the independent T test, in which girls feel significantly higher than boys; (2) 16 question variables in three facet dimensions, girls’ perception of “brand value” is significantly higher than that of boys; while “quality value” and “service value” facets have not reached significant differences; (3) “brand value” and “service value” and grade, There is a significant difference in the monthly disposable pocket money.
关键词	EKB模式；品牌消费；消费者决策；电子商务；网络购物
KeyWord	EKB Model; Brand Consumption; Consumer Decision-Making; E-Commerce; Online Shopping
基金项目
页码	28-36

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引用本文

方瑀绅*. 营销学视角下的广东大学生网购消费行为特征分析 [J]. 国际金融进展. 2021; 3; (1). 28 - 36.

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