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摘要：随着互联网商业模式的迅猛发展和渗透，B2C电商平台大量涌现，家电行业的销售模式发生了天翻地覆的转变，乘着网络零售业兴起的一股浪潮，家用电器的普及范围更加的广泛。同时，城镇化进程的加剧，标志着城市人口的比例进一步上升，农民工是城镇化中的重要角色，其外出务工带来的收入增长变化拉动了当地的消费需求，促进了经济的增长。本文旨在研究农民工在网络环境中购买家用电器的意愿并分析哪些因素影响农民工对家用电器的消费。通过文献考察和南京地区的调查，进一步印证以往学者的观点，并实事求是的分析出其他内在可能的联系，再通过对样本的描述以及模型的回归分析，挖掘出其中的主要影响因素。最终利用结论为农民工消费问题和地区经济发展问题提出建设性的解决办法和一些个人的建议。32152
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毕业论文关键词：B2C;家用电器;农民工;影响因素;消费;
Research on the migrant Workers' purchase intention and influence factors of household appliances based on B2C model
Abstract：With the rapid development and penetration of the Internet business model,a large number of B2C electric business platforms are emerging.The sales model of household appliance industry has undergone a radical transformation.Riding a wave of the rise of the network retail industry,the popularity of household appliances is more extensive.At the same time, the intensification of the urbanization process marked a further increase in the proportion of urban population.Migrant workers are an important role in urbanization, and their income growth caused has stimulated local consumer demand and promoted economic growth.This paper aims to study the willingness of migrant workers to purchase household appliances in the network environment and analyzes what factors affect the consumption of household appliances.Through the literature survey and the investigation of the Nanjing area, it further confirms the viewpoints of the past scholars and analyzes the other possible links.And then through the description of the sample and the regression analysis of the model, dig out the main influencing factors.The final use of the conclusions for the consumption of migrant workers and regional economic development issues put forward constructive solutions and some personal recommendations.
Key words: B2C; Household appliances; Migrant Workers; Impact factors; Consumption;
目 录
摘要 3
关键词 3
Abstract 3
Key words 3
一、引言 3
二、文献综述与理论分析 5
（一）家用电器的组成 5
（二）B2C电子商务模式 6
（三）农民工与新生代农民工的定义 6
（四）农民工消费特征研究 6
（五）消费行为的影响因素研究 7
三、研究设计 7
（一）研究假设 7
（二）变量设置 8
（三）样本选取 9
（四）研究模型 9
四、描述性统计 9
（一）样本变量的描述性统计 9
（二）农民工群体的消费特征 10
（三）网络因素对农民网购条件的影响 11
（四）企业影响力因素对农民工消费选择的影响 11
五、实证分析 13
（一）客观影响因素的计量学分析 13
（二）网络因素的刻度表分析 13