基于消费价值理论的移动互联网科普产品消费意愿研究

On the Consumption Intention of MN-based Science Outreach Products：A Research Based on the Theory of the Consumption Value

中文关键词: 移动互联网， 科普产品， 消费意愿 ， 消费价值

英文关键词: Mobile Network （MN）  MN-based science outreach products  consumption intention  consumption value

中文摘要:

      整个社会信息消费需求的不断增加，推动了我国科普产品的信息化发展。为了适应消费者消费习惯正在发生转变的现实，市场上出现了越来越多的移动互联网科普产品。因此，针对移动互联网科普产品消费者意愿的研究，将有助于推动移动互联网科普产品的发展，从而对科普信息化建设具有积极的意义。从互联网技术发展、消费者意愿和社会心理学的视角出发，结合Sheth-Newman-Gross消费价值模型为基本理论框架，通过建立结构方程（SEM）研究分析移动互联网科普产品消费者的意愿。不仅验证了原有的功能、认知、情感等价值因素，也证实了经济价值和情境价值的影响，并据此提出有针对性的对策建议。

英文摘要:

      Due to the increment of the information consumption，the process of informatization of science popularization products is accelerated. Since consumer habits are changing，more and more mobile Internet science products appear on the market. Therefore，to research the intention of consumer purchase science outreach products will help to promote the development of MN-based science outreach products and have positive influence on the popular science information construction. From three different research perspectives，namely the IT development，consumer intention and social psychology，the study combines Sheth-Newman-Gross consumption value model with theoretical framework. The consumer intention of MN-based science outreach products is analyzed by SEM，and the related influencing factors are verified. In a nutshell，some targeted countermeasures and suggestions are put forward based on the research findings.