Research On The Influence Of Perceived Value On Consumers'Willingness To Use In Mobile Internet Environment: Using Group Pressure As A Regulating Variable

In this modern society,the Internet and mobile Internet are developing rapidly.Also the transformation of 4G and even the future 5G network provides a new opportunity for the rapid development of the mobile Internet.Mobile coupons,which are based on the mobile Internet,will have greater use and space of development in this growing era.As a new form of coupons in the Internet environment,mobile coupons provide a new means of promotion for merchants,which are delivered to consumers' mobile phones in a convenient way.At the same time,consumers no longer need to cut the coupon in the newspaper,or actively download the coupon on the network platform,as long as the mobile phone is at hand,one can enjoy convenient preferential shopping.The "mobile" feature of mobile coupons has won the favor of the majority of merchants and consumers with its fast and convenient features.However,China's mobile coupon market is still not mature enough,and the problem of low exchange rate has not been effectively solved.For the problem of low usage rate of mobile coupons,this paper will conduct research and the analysis of the paper is to provide the merchant some suggestions and comments to increase mobile coupon usage.Based on the perceived value model and the characteristics on mobile coupons,this research is main about consumers' willingness to use mobile coupons.One biggest characteristic of mobile coupons is that they are spread through the mobile Internet,which makes it easier for consumers to share coupons.When other consumers get mobile coupons through friends sharing,the group pressure factors will result in the use of mobile coupons.Combined with the application of group pressure theory,this paper mainly uses the theory of perceptual value as the basis of research.Also based on the existing literature research,the model of this paper is conducted.In the empirical research process,this study is based on the mature scale design proposed in the existing research.The questionnaire is pre-tested according to the characteristics of the mobile coupon,and the questionnaire is modified and optimized to make it suitable for this research design.For the research data obtained from the formal questionnaire,the statistical software SPSS19.0 is used to test the reliability and validity of the scale,and the regression survey,factor analysis and other analysis methods are used to analyze the questionnaire data to verify the research hypothesis.The innovation of this research is mainly to apply the theory of perceptual value to the mobile Internet environment.In this research,it pays attention to the characteristics that mobile coupons are easy to share.The Internet in today's society is developing rapidly,and the group pressure brought by sharing behavior is added to the research model.The role of group pressure in regulating the impact of perceived value on consumers' willingness to use mobile coupons.The results of this paper show that the perceived risk factor proposed in the research hypothesis has no significant impact on the perceived value.But the perceived profit factors,including perceived usefulness and perceived ease of use,have significant positive effect.The factor perceived value mediates between perceived usefulness,perceived ease of use,and consumers' willingness to use.Group pressure plays a regulatory role between perceived value and consumer willingness to use.Finally,on the basis of research data analysis,this paper discusses the relevant research conclusions in the last chapter.Also this chpter includes the implications for management,the suggestions for merchants and marketers,and points out the limitations in the research of this paper and forecasts the follow-up research.