摘要
共享单车行业的迅速发展和问题的爆发式出现以致进入"寒冬期",但是新事物的出现带给大家的各种便利已经不允许其退出市场,该行业要想长期发展只有从根本上把握住消费者的心理才是解决之道,而消费者动机是消费行为驱动力,也就是研究的根本。本研究通过数据分析得出便利性、绿色环保、缓解交通拥挤、价格优惠、锻炼身体、休闲游玩和社交需求是共享单车使用者的七个有效消费动机。并利用SPSS交叉表卡方检验对基于性别、职业状态、受教育程度、城市发展水平四个方面的消费者动机差异化进行分析,得出在不同方面,不同的动机有其不同的影响。基于共享单车使用者消费动机的研究对共享单车品牌方在未来的营销思路和发展方面都可以提供一定的借鉴意义。
The rapid development of the sharing bicycle industry and the explosive emergence of its problems have led the sharing bicycle industry to the "winter". But the industry is not allowed to withdraw from the market due to its convenience. If the industry wants to develop in the long run, the only way is to fundamentally grasp the psychology of consumers. Consumption motivation is the driving force of consumer behavior, which is the basis of the research. This study, through data analysis, concludes that convenience, environmental protection, mitigation of traffic congestion, competitive prices, physical exercise, leisure play and social needs are the seven effective consumption motives for sharing bicycle users. It uses the SPSS cross-tab chi-square test to analyze the differences in consumption motivation based on gender, occupational status, education level and urban development level. It is found that different motivations have different effects in different aspects. Therefore, the research on the consumption motivation of sharing bicycle users can provide some reference of future marketing ideas and development for the sharing bicycle brand.
作者
李杰
陈美端
LI JIE;CHEN MEIDUAN(Department of Business Administration,Fujian Business University,Fuzhou 350000,China)
基金
福建省教育厅中青年教师教育科研项目“共享单车使用者消费动机研究”(JAS170648)。
关键词
共享单车
使用者
消费动机
差异化
Sharing bicycle
Users
Consumption motivation
Different influences
