网络休闲消费内容偏好对网络休闲态度的影响  

作　　者：张亚玲[1] 

机构地区：[1]广西电力职业技术学院财经与管理系

出　　处：《企业经济》2015年第10期62-65,共4页Enterprise Economy

基　　金：新世纪广西高等教育教学改革工程项目"高职<消费者行为分析>项目化教学改革研究"(批准号:2011JGA263);广西教育教学"十二五"规划课题"基于工作过程的高职市场营销专业课程开发与建设研究"(批准号:2011C0213)

摘　　要：随着移动互联网的发展,网络消费的休闲功能越来越明显,了解人们的网络休闲消费内容偏好和休闲态度可以帮助网络休闲企业更好了解客户需求,制定产品策略和营销方案。采用因子分析法分析人们的网络休闲消费内容,发现在网络休闲消费中主要存在生活服务、娱乐、信息获取、自我表达和能力提升五种偏好。通过回归分析发现网络休闲偏好影响消费态度,即生活服务偏好既影响功用性态度也影响享乐性态度,娱乐偏好和信息获取偏好影响享乐性态度,自我表达偏好和能力提升偏好影响功能性态度。With the development of the mobile Intemet, the leisure function of the network is more and more obvious. It can help the network to understand the customer＇s needs as to make the product strategy and marketing plan. In this paper, the factor analysis method is used to analyze the content of leisure consumption, and it is found that there are five main types of preferences in the leisure consumption of the network： life services, entertainment, information acquisition, self expression and ability enhancement. Through regression, it is found that the leisure preference of the network influences the consump- tion attitude, that is, the life service preference has the influence on the functional attitude and the hedonic attitude, enter- tainment preference and information acquisition preference affect the hedonic attitude, and self expressing preference and ability enhancement preference affect the functional attitude.

关 键 词：网络休闲 消费偏好 功用性态度 享乐性态度 

分 类 号：F276[经济管理—企业管理]