消费者对智能家居产品的购买意愿研究 -市场营销专业

摘要

随着物联网技术的迅猛发展，智能家居产品逐渐走进人们的生活，但消费者对其购买意愿存在差异，探究其背后的影响因素具有重要的现实意义和理论价值。本研究旨在深入剖析消费者对智能家居产品的购买意愿，基于计划行为理论构建了包含感知有用性、感知易用性、主观规范、感知风险等在内的影响因素模型。采用问卷调查法获取数据，共收集有效问卷523份，运用SPSS22.0软件进行数据分析，通过描述性统计分析、信度与效度检验、相关性分析以及回归分析等方法探讨各因素与购买意愿之间的关系。研究发现，感知有用性、感知易用性和主观规范对消费者购买意愿有显著正向影响，而感知风险则呈现显著负向影响。创新之处在于将感知风险细分为性能风险、财务风险、心理风险和社会风险四个维度，并验证其对购买意愿的不同影响程度，为智能家居企业优化产品设计、精准营销提供依据，有助于提高消费者的接受度和满意度，促进智能家居市场的健康发展。

关键词：智能家居产品购买意愿感知有用性

Abstract

With the rapid development of Internet of Things (IoT) technology, smart home products are gradually becoming integrated into daily life; however, consumers exhibit varying purchase intentions towards these products. Investigating the underlying influencing factors holds significant practical and theoretical value. This study aims to thoroughly analyze consumer purchase intentions towards smart home products by constructing an influence factor model based on the Theory of Planned Behavior, incorporating variables such as perceived usefulness, perceived ease of use, subjective norms, and perceived risk. Data were collected through a questionnaire survey, resulting in 523 valid responses, and analyzed using SPSS 22.0 software. Methodologies including desc riptive statistical analysis, reliability and validity tests, correlation analysis, and regression analysis were employed to explore the relationships between each factor and purchase intention. The findings indicate that perceived usefulness, perceived ease of use, and subjective norms have significant positive effects on consumer purchase intention, while perceived risk exerts a significant negative impact. An innovative aspect of this research lies in subdividing perceived risk into four dimensions—performance risk, financial risk, psychological risk, and social risk—and validating their differing degrees of influence on purchase intention. These insights provide a basis for smart home enterprises to optimize product design and implement precise marketing strategies, thereby enhancing consumer acceptance and satisfaction and promoting the healthy development of the smart home market.

Keyword:Smart Home Products Purchase Intention Perceived Usefulness

1绪论 1

1.1智能家居产品购买意愿研究背景 1

1.2研究的意义与价值 1

1.3国内外研究现状综述 2

1.4本文的研究方法 2

2消费者认知与态度分析 2

2.1智能家居产品的认知水平 2

2.2消费者对智能家居的态度 3

2.3影响认知与态度的因素 4

3购买决策影响因素探究 4

3.1价格因素对购买意愿的影响 4