消费者对订阅制服务的接受度研究 -市场营销专业

摘要

随着互联网技术的发展和商业模式的创新，订阅制服务作为一种新兴的服务模式在多个行业中迅速兴起，其通过定期提供产品或服务并收取费用的方式改变了传统的消费模式。本研究旨在探讨消费者对订阅制服务的接受度，基于技术接受模型并引入感知便利性、信任等变量构建理论模型，采用问卷调查法收集数据，运用结构方程模型进行数据分析。结果表明，感知有用性、感知易用性、感知便利性和信任均对消费者接受意愿有显著正向影响，其中感知便利性的影响尤为突出，这与传统的产品和服务消费存在差异，凸显了订阅制服务的特点。此外，发现年龄、收入等因素对接受度存在调节作用，年轻群体和高收入群体更易接受订阅制服务。本研究丰富了订阅制服务接受度的研究内容，为相关企业优化服务设计、精准营销提供了理论依据，有助于推动订阅制服务市场的健康发展。

关键词：订阅制服务感知便利性消费者接受度

Abstract

With the development of Internet technology and innovations in business models, subsc ription-based services have rapidly emerged across multiple industries as a new service model. This model, which provides products or services on a recurring basis and charges fees accordingly, has transformed traditional consumption patterns. This study aims to investigate consumers' acceptance of subsc ription-based services. Based on the Technology Acceptance Model (TAM), this research introduces additional variables such as perceived convenience and trust to construct a theoretical model. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The results indicate that perceived usefulness, perceived ease of use, perceived convenience, and trust all have significant positive effects on consumers' acceptance intentions, with perceived convenience being particularly influential. This finding highlights a distinction from traditional product and service consumption, underscoring the unique characteristics of subsc ription-based services. Additionally, it was found that factors such as age and income moderate acceptance, with younger and higher-income groups more likely to accept subsc ription-based services. This study enriches the literature on the acceptance of subsc ription-based services and provides theoretical support for related enterprises to optimize service design and targeted marketing, thereby promoting the healthy development of the subsc ription-based service market.

Keyword:Subsc ription Service Perceived Ease Of Use Consumer Acceptance

1绪论 1

1.1订阅制服务的背景与意义 1

1.2研究现状综述 1

1.3研究方法概述 1

2消费者认知与态度分析 2

2.1认知水平评估 2

2.2态度形成因素 3

2.3信息获取渠道影响 3

3接受度影响因素探讨 4

3.1价格敏感性分析 4

3.2服务质量感知 5