“VR+网络购物”模式下大学生购买意愿影响因素研究

Research on the Influencing Factors of College Students’ Purchase Intention Under the Mode of “VR + online Shopping”

[目的/意义]近些年随着VR产业的不断发展,有关此方面的研究也开始增加。通过对VR营销方式下大学生购买意愿进行研究,在以往学者研究的基础上加入个人偏好等因素,对网络购物模式的相关研究进行补充,并为采用VR方式营销的商家提供建议。[方法/过程]以技术接受理论为基础,从消费者个人角度及社会角度出发,对大学生网上购物时购买意愿影响因素模型进行构建,并利用SPSS及AMOS对模型进行检验,最终得出结论。[结果/结论]通过研究发现,感知愉悦性和社会规范对感知易用性存在显著正向影响,感知易用性对大学生网络购物时的购买意愿存在显著正向关系,信用偏好和事物关注偏好对大学生网络购物时的购买意愿存在显著正向影响,感知风险对购买意愿存在显著正向影响。

[Purpose/significance]With the continuous development of the VR industry in recent years,research in this area has also begun to increase.In this paper,through the research of College Students’purchase intention under VR marketing mode,factors such as personal preference are added on the basis of predecessors’research,to supplement the relevant research of online shopping mode,and to provide recommendations for merchants using VR marketing.[Method/process]Based on the technology acceptance theory,this paper built a model of factors that influence College Students’willingness to purchase when they shop online,and used SPSS and AMOS to test the model from the perspective of consumers’personal and social perspectives and draw conclusions.[Result/conclusions]It is found that perceived pleasure and social norms have a significant positive impact on perceived ease of use,perceived ease of use has a significant positive relationship with college students’purchase intention in online shopping,credit preference and attention preference have a significant positive correlation with college students’purchase intention in online shopping,and perceived risk has a significant positive correlation with purchase intention.