休闲娱乐App会员充值现状调查与影响因素研究——以武汉市为例

Research on the Current Status and Influencing Factors of Member Recharge in Leisure and Entertainment App —Taking Wuhan City as an Example

摘要: 当前人们追求更高水平的生活，更加注重精神层面的享受，对娱乐的需求也随之增多，休闲娱乐市场及休闲娱乐App得以快速发展。本文主要采用不等概PPS抽样和简单随机抽样的方式抽取了武汉市588名居民进行问卷调查，回收有效问卷528份，然后基于调查所收集数据的各项特征，使用二元Logistic模型深入探讨了休闲娱乐App充值用户的个人基本特征；接着利用主成分分析法对潜在用户进行挖掘，全方位分析不同特征人群的消费特征。最后基于实证结果，本文从休闲娱乐App会员的价格、功能、内容等方面给出相关合理性建议。

Abstract: Currently, people are pursuing a higher level of life and paying more attention to spiritual enjoyment, resulting in an increasing demand for entertainment. The leisure and entertainment market and leisure and entertainment App have developed rapidly. This article mainly uses unequal probability PPS sampling and simple random sampling to select 588 residents in Wuhan for a questionnaire survey. 528 valid questionnaires were collected, and based on the characteristics of the collected data, a binary Logistic model was used to deeply explore the personal basic characteristics of leisure and entertainment App recharge users. Then this article uses principal component analysis to explore potential users, comprehensively analyzes the consumption characteristics of different characteristic groups. Based on empirical results, relevant reasonable suggestions are mainly provided from four aspects: the price, function and content of leisure and entertainment App members.