基于4p理论的余额宝购买意愿影响因素研究

论文总字数：20579字

目 录

摘要

英文摘要

1绪论.................................................1

1.1研究背景............................................................1

1.2研究目的及意义......................................................1

1.2.1研究目的........................................................1

1.2.2研究意义........................................................2

1.3研究内容、方法和研究思路............................................2

1.3.1研究内容........................................................2

1.3.2研究方法........................................................3

1.3.3研究思路........................................................3

2国内外研究综述.......................................4

2.1国内关于购买意愿影响因素的研究......................................4

2.2国外关于购买意愿影响因素的研究......................................5

2.3总结................................................................6

3余额宝营销策略现状...................................6

3.1企业简介..........................................................6

3.2余额宝产品介绍....................................................6

3.3余额宝的4P'S.....................................................7

3.3.1余额宝的产品策略..............................................7

3.3.2余额宝的价格策略..............................................7

3.3.3余额宝的渠道策略..............................................8

3.3.4余额宝的促销策略..............................................8

4余额宝购买意愿的影响因素设计.........................9

4.1研究架构............................................................9

4.2研究假设及模型构建..................................................9

4.3调查数据说明........................................................9

4.3.1问卷设计与发放..................................................9

4.3.2样本选取与实施..................................................9

4.3.3实证分析工具....................................................10

5影响余额宝购买意愿的因素实证分析.....................10

5.1样本结构分析........................................................10

5.1.1性别分布........................................................10

5.1.2年龄分布........................................................10

5.1.3学历、职业分布..................................................11

5.1.4月收入分布......................................................11

5.1.5余额宝购买情况..................................................11

5.2信度、效度（因子分析）检验..........................................12

5.2.1信度检验........................................................12

5.2.2效度检验(因子分析)..............................................13

5.3回归模型分析........................................................16

6结论与建议.........................................................16

6.1结论................................................................16

6.2建议................................................................16

6.3研究不足之处........................................................18

参考文献...............................................19

致谢...................................................20

附录...................................................21

基于4p理论的余额宝购买意愿影响因素研究

耿盼盼

，China

Abstract：With the continuous development of Internet technology，e-commerce，Internet finance has begun to appear，and Internet wealth management products have gradually entered people's field of vision. As the first Internet wealth management product in China，Yue Bao is more popular.But now the market competition is very fierce，and all kinds of financial products emerge in an endless stream. How to maintain and further increase the purchase willingness of Yue Bao has become a major difficulty for Yue Bao. Therefore，based on the research of domestic and foreign literature， this paper finally determines the influencing factors of purchasing intention on the basis of the analysis of the status of Yue Bao 4ps. This article first enumerates the relevant factors that may affect the purchase intention of Yue Bao，mainly including products，prices， channels，and promotion factors. After using questionnaires，Spss is used to analyze the collected data. Analysis and verification，the results of the analysis show that product features, payment methods and promotion methods have a significant impact on the purchase intention,and accordingly put forward relevant recommendations.

Key words：Yue Bao；4p theory； willingness to buy

1绪论

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