| 消费者对企业大数据精准营销的接受意愿影响因素实证分析 |
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| 引用本文： | 施芬. 消费者对企业大数据精准营销的接受意愿影响因素实证分析[J]. 西华大学学报(哲学社会科学版), 2018, 37(6): 51-63. DOI: 10.19642/j.issn.1672-8505.2018.06.008 |
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| 作者姓名： | 施芬 |
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| 作者单位： | 福州软件职业技术学院经济管理系 福建福州 350000 |
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| 摘 要： | 企业大数据精准营销信息推送的结果是，并不是所有接触到企业精准营销信息的消费者都会接受并采取购买产品的行动，因此，找出消费者对企业大数据精准营销的接受意愿的影响因素对于企业提高大数据精准营销效率有参考价值。文章以整合UTAUT模型与4C理论为框架，结合大数据精准营销的特征，提出6个研究假设，利用问卷调查的方式进行数据收集。使用SPSS23.0对样本进行描述性统计、信度检验。使用AMOS23.0进行验证性因子分析和结构方程模型分析。检验结果显示:绩效期望、基于消费者需求和期望的信息、在线沟通会正向影响消费者对企业大数据精准营销的接受意愿；努力期望、社会影响、感知成本不影响消费者对企业大数据精准营销的接受意愿。在此基础上，为企业有效开展大数据精准营销提出了对策。
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| 关 键 词： | 消费者 接受意愿 影响因素 大数据精准营销 UTAUT模型 4C理论 |
| 收稿时间： | 2018-08-13 |
An Empirical Analysis of Influencing Factors on Consumers' Willingness to Accept Accurate Marketing of Enterprise Big Data |
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| SHI Fen. An Empirical Analysis of Influencing Factors on Consumers' Willingness to Accept Accurate Marketing of Enterprise Big Data[J]. Journal of Xihua University:Philosophy & Social Sciences, 2018, 37(6): 51-63. DOI: 10.19642/j.issn.1672-8505.2018.06.008 |
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| Authors: | SHI Fen |
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| Affiliation: | Department of Economics and Management, Fuzhou Software Technical Vocational College, Fuzhou, Fujian, 350000, China |
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| Abstract: | As a result of the push of accurate marketing information of big data, not all consumers who have access to the accurate marketing information of enterprises will accept and take actions to buy products.Therefore, finding out the factors influencing consumers' acceptance intention of big data precision marketing has a reference value for enterprises to improve the accuracy of big data precision marketing.With the integrated UTAUT model and 4C theory as the framework, this paper proposes six research hypotheses based on the characteristics of big data precision marketing, and carries out data collection by means of questionnaire survey.Then, it uses SPSS23.0 to describe statistics and test reliability, and uses AMOS23.0 to analyze confirmatory factor and structural equation model. The results show that performance expectation, information based on consumers' demand and expectation, and online communication will affect the consumer's willingness to accept the precise marketing of big data; effort expectation, social impact and perceived cost do not affect consumers' willingness to accept the precise marketing of enterprise big data. On this basis, this paper puts forward some countermeasures for effective marketing of big data. |
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