北京理工大学珠海学院 2020 届本科生毕业论文大学生对语言类网课购买意愿的影响因素研究大学生对语言类网课购买意愿的影响因素研究摘 要时代变迁，电子科技技术不断的发展，互联网的较全面的普及，促进了许多新兴商业模式的出现。网络教育课程也变得更加的流行，网络教育课程市场不断的增大，许多商家便看准机会纷纷涌入网络教育课程市场。竞争者辈出的市场中，清楚消费者需要什么是能否在市场中立足的一个重要要点，所以非常有必要探究影响用户购买意愿的因素。本研究以 VAM 模型为基础，将调查对象定位在高等教育大学生群体，研究影响大学生购买意愿的因素。大量翻查整理归纳与购买意愿相关的各种文献，探究感知利得与感知利失作为直接影响因素对购买意愿的影响，而省去作为中间变量的感知价值。构建理论模型，提出研究假设，借鉴前人研究设计问卷、发放问卷。回收数据，运用SPSS 21.0 数据分析软件测量数据。数据分析结果表明感知利得以及其维度下各影响因素对购买意愿有显著正向影响，感知利失以及其维度下各影响因素有显著的负向影响。关键词：网络课程；购买意愿；VAM 模型I北京理工大学珠海学院 2020 届本科生毕业论文Study on the influencing factors of college students' willingness to buy language online coursesAbstractTimes are changing. The continuous development of increasing popularity and the electronic technology of the Internet, makes some new business models have emerged. The network education curriculum has become more popular, the network education curriculum market continues to increase, many businesses will see the opportunity to rush into the network education curriculum market. In the market with a large number of competitors, it is an important point to know what consumers need to survive in the market, explore the factors is necessary that affect users' purchase intention.Based on the VAM model, this study focuses on the college students and the factors that affect their purchase intention. Looking up a large number of research literature, removing the intermediate variables of perceive...
