Research on the impact of consumer price perception and family environment on purchase intention

消费者价格感知与家庭环境对购买意愿的影响研究

Name: Qian He

LCSH: Customer loyalty

LCSH: Marketing

LCSH: Purchase intention

Abstract: With the change of time and the development of technology, mobile Internet has become an indispensable part of our life. Noticeably, more and more people do some shopping online. However, the majority of consumers who choose to buy online are the young generation, and most of their purchases originate from impulsive consumption. This consumption behavior makes the young generation become online enterprises’ main target. The main characteristic of this group of consumers is that they do not have a rational consideration of the demand for goods before they buy them. When such consumers buy goods, the feeling of satisfaction or dissatisfaction, will give consumers the impact of subsequent purchases. Therefore, this research investigated the purchase behavior of young consumers and the impact of price perception and family environment on their purchase intention. This research established a consumption model of price perception, environment and consumers' purchase intention based on related theories to find out how merchants improved their consumers’ purchase intention. The instrument was a set of questionnaires. Quantitative data were analyzed using SPSS20.0. Factor analysis, correlation analysis and regression analysis were also conducted. The result showed that functional price, emotional price, social price in price perception, natural environment, social environment, and family environment had positive effects on consumers’ purchase intention.

Abstract: 随着时代进步，科技的发展，移动互联网已经成为我们生活中不可或缺的一 部分，因此有越来越多的人选择网上购物渠道进行购物。然而选择在网上购物的 大多为年轻的消费者，且他们购物多源于冲动性消费，这种消费行为的客户成为 线上企业重要的客户来源，而此类消费者主要特点是在购买商品前没有对商品需 求进行理性的考量，当此类消费者购买商品之后，产生的满意或者抵触的情绪， 都会给消费者的后续购买带来影响。因此文章从年轻消费者的购买行为出发，并 对原有的研究成效进行学习并加以总结。 文章以归因理论为基础，建立价格感知与环境和消费者购物意愿的消费模型。 对消费者的购买意愿进行针对性的研究，探讨商家怎样提高消费者对自己商品的 购买意愿。我们运用问卷调查的方式，采取SPSS20.0对我们获得的数据进行描述 性分析、因子分析、相关性分析和回归分析等方式进行分析研究。经过研究我们 发现对消费者产生正向影响的因素不仅包括价格感知中的功能价格和情感价格、 社会价格，还包括消费环境中的自然环境、社会环境以及及家庭环境。

Rangsit University Library

Address: Pathumthani

Email: rattanapornn@rsu.ac.th

Name: Zheng Jiang Bo

Role: Advisor

Created: 2020

Modified: 2023-11-16

Issued: 2021-02-18

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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