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谭欣宇
陳為年
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
精准營銷對消費者購買意願的影響
The influence of precision marketing on consumers' purchase intention
精准營銷 ; 隱私敏感度 ; 購買意願 ; 高校學生
Precision marketing ; Privacy sensitivity ; Purchase intention ; College Students
在數字經濟快速發展與消費者隱私保護意識不斷提升的背景下,電商平臺的精准營銷策略既面臨提升轉化率的機遇,也面臨用戶隱私顧慮的挑戰。高校學生作為潛力消費群體,其對個性化推薦的接受度與隱私敏感度呈現顯著的雙重特征。本研究聚焦電商平臺日用品消費場景,構建由精准營銷(自變量)、隱私敏感度(中介變量)、購買意願(因變量)組成的理論模型,旨在揭示個性化推薦過程中隱私顧慮對消費決策的傳導機制。
研究采用問卷調查法,以高校學生為目標群體,通過便利抽樣收集 400 份問卷,經雙重篩選獲得有效樣本 347 份,有效回收率為 86.75%。量表設計基於文獻綜述,將精准營銷細化為針對性、准確性、渠道便利性等六個測量維度,隱私敏感度分為隱私數據獲取態度、營銷行為抵制程度、隱私政策關注度三個維度,購買意願包含重複購買、推薦意願、購買可能性三個維度。數據分析借助 SPSS 27.0 和 AMOS 26.0 開展。
實證結果表明:第一,精准營銷對高校學生購買意願具有顯著正向影響;第二,隱私敏感度在精准營銷與購買意願間發揮部分中介作用,即精准營銷不僅直接促進購買意願,還通過影響用戶隱私感知間接作用於購買決策;第三,高校學生的隱私敏感度呈現差異化特征,對隱私數據獲取的態度和營銷行為的抵制程度評分較高,而對隱私政策變化的關注度相對不足。
本研究拓展了精准營銷在特定消費群體中的作用機制研究,證實了隱私敏感度的雙重調節價值,為電商平臺優化策略提供理論依據。而研究局限在於樣本僅覆蓋高校學生,未涉及其他消費群體,未來可進一步探索跨群體差異研究。
In the context of rapid digital economic development and increasing consumer awareness of privacy protection, precision marketing strategies employed by e-commerce platforms face both opportunities to enhance conversion rates and challenges posed by users' privacy concerns. As a promising consumer group, college students exhibit dual characteristics of high acceptance of personalized recommendations and pronounced privacy sensitivity. This study focuses on the consumption scenario of daily necessities on e-commerce platforms, constructing a theoretical model comprising precision marketing (independent variable), privacy sensitivity (mediating variable), and purchase intention (dependent variable), with the aim of revealing the transmission mechanism through which privacy concerns influence consumption decisions during personalized recommendation processes.
The research adopts a questionnaire survey method, targeting college students and collecting 400 questionnaires through convenience sampling. After double screening, 347 valid samples were obtained, yielding an effective response rate of 86.75%. The scale design, grounded in a literature review, operationalizes precision marketing into six measurement dimensions: targetedness, accuracy, channel convenience, timeliness, information density, and interactivity. Privacy sensitivity is categorized into three dimensions: attitudes toward privacy data acquisition, resistance to marketing behaviors, and attention to privacy policy changes. Purchase intention includes three dimensions: repeat purchase intention, recommendation intention, and purchase likelihood. Data analysis is conducted using SPSS 27.0 and AMOS 26.0.
Empirical results demonstrate three key findings: First, precision marketing has a significant positive impact on college students’ purchase intention, indicating that e-commerce platforms can effectively reduce information search costs and enhance product-demand matching through user behavior analysis and personalized recommendations, thereby increasing purchase intention. Second, privacy sensitivity plays a partial mediating role in the relationship between precision marketing and purchase intention, meaning that precision marketing not only directly promotes purchase intention but also indirectly influences purchase decisions by affecting users' privacy perceptions. Third, college students exhibit differentiated privacy sensitivity, with relatively high scores in attitudes toward privacy data acquisition and resistance to marketing behaviors, but relatively low attention to changes in privacy policies, reflecting the group’s stronger focus on immediate privacy risks rather than proactive monitoring of long-term data usage norms.
This study expands the understanding of how precision marketing operates within specific consumer groups, confirms the dual regulatory value of privacy sensitivity, and provides a theoretical basis for e-commerce platforms to optimize their strategies. However, it is limited by its sample coverage of only college students, excluding other consumer groups. Future research could conduct further studies on cross-group differences to deepen these insights.
2025
中文
70
致謝 I
摘要 II
Abstract III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 9
1.1 研究背景 9
1.2 研究意義 9
1.3 研究目的 10
1.4 研究問題 10
1.5 研究流程 10
第二章 文獻綜述 12
2.1 消費者購買意願 12
2.1.1 消費者購買意願的定義 12
2.1.2 消費者購買意願的測量維度 13
2.1.3 消費者購買意願的相關研究 15
2.2 精准營銷 16
2.2.1 精准營銷的定義 16
2.2.2 精准營銷的測量維度 18
2.2.3 精准營銷的相關研究 21
2.3 隱私敏感度 23
2.3.1 隱私敏感度的定義 23
2.3.2 隱私敏感度的測量維度 24
2.3.3 隱私敏感度的相關研究 26
2.4 研究評綜 27
第三章 研究方法及設計 29
3.1 研究假設與研究模型 29
3.1.1 研究假設 29
3.1.2 研究模型 30
3.2 研究方法 30
3.3 問卷設計 31
3.4 分析方法 35
3.5 前測分析 35
3.5.1 Cronbach's Alpha系數分析 36
3.5.2 CITC檢驗 36
第四章 研究結果與分析 39
4.1 描述性統計分析 39
4.1.1 人口統計特征 39
4.1.2 關鍵變量描述 42
4.2 信度檢驗 43
4.3 同源共同方法偏差檢驗 45
4.4 相關分析 45
4.5 驗證性因數分析 46
4.5.1 模型適配度檢驗 46
4.5.2 標准化因數載荷分析 47
4.5.3 收斂效度檢驗 49
4.5.4 區分效度檢驗 50
4.6 結構方程模型分析 50
4.7 中介效應檢驗 52
第五章 結論和建議 53
5.1 研究結論 53
5.2 研究建議 54
5.3 研究限制與展望 56
參考文獻 59
作者簡歷 65
附錄 66
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