發(fā)布時(shí)間：2018-01-16 22:26

  本文關(guān)鍵詞：微信營(yíng)銷(xiāo)對(duì)顧客購(gòu)買(mǎi)意愿的影響研究　出處：《山東大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 微信營(yíng)銷(xiāo) 品牌信任 感知風(fēng)險(xiǎn) 顧客購(gòu)買(mǎi)意愿

【摘要】：根據(jù)2017年CNNIC公布最新的中國(guó)互聯(lián)統(tǒng)計(jì)報(bào)告可以得出,2017年網(wǎng)民數(shù)量已經(jīng)超過(guò)7.3億。臺(tái)式機(jī)的使用率持續(xù)下跌,然而手機(jī)上網(wǎng)使用率卻一直有不斷的上升。與之相應(yīng)的是,微信用戶(hù)的數(shù)量也在不斷持續(xù)高增長(zhǎng)。然而目前學(xué)術(shù)界對(duì)微信及微信營(yíng)銷(xiāo)的研究還比較少,對(duì)微信營(yíng)銷(xiāo)的研究依然集中在微信營(yíng)銷(xiāo)特征及對(duì)消費(fèi)者態(tài)度和行為的前因和結(jié)果分析,而將品牌信任、感知風(fēng)險(xiǎn)為中介的研究相對(duì)來(lái)說(shuō)還不算很多。本文則從品牌信任和感知風(fēng)險(xiǎn)的角度的出發(fā),來(lái)研究探討微信營(yíng)銷(xiāo)對(duì)顧客購(gòu)買(mǎi)決策的影響路徑,是對(duì)當(dāng)前研究的一種補(bǔ)充。首先主要是對(duì)國(guó)內(nèi)外目前微信營(yíng)銷(xiāo)及相關(guān)領(lǐng)域的文獻(xiàn)研究回顧,整理歸納微信營(yíng)銷(xiāo)、品牌信任及感知風(fēng)險(xiǎn)的維度與概念,得出文章的變量概念與八個(gè)維度。在技術(shù)接受模型的基礎(chǔ)上,結(jié)合微信營(yíng)銷(xiāo)特征及信任和感知風(fēng)險(xiǎn)因素,探究它們對(duì)顧客購(gòu)買(mǎi)意愿的影響機(jī)制,從而勾勒出具體的分析模型,并提出相應(yīng)的研究假設(shè)。借助SPSS.20軟件系統(tǒng)詳細(xì)的對(duì)采集回來(lái)的調(diào)研數(shù)據(jù)驗(yàn)證分析,得出描述性、信度效度、相關(guān)與回歸等分析結(jié)果,以之來(lái)驗(yàn)證最初提出的研究模型假設(shè)。結(jié)合前面的數(shù)據(jù)分析總結(jié)出文章的最終研究結(jié)論,結(jié)論如下:第一,信息質(zhì)量、互動(dòng)性和親友參與作為微信營(yíng)銷(xiāo)特性直接正向積極作用于顧客購(gòu)買(mǎi)意愿;第二,意見(jiàn)領(lǐng)袖、口碑傳播、娛樂(lè)性、信任傾向和網(wǎng)絡(luò)涉入這五個(gè)微信營(yíng)銷(xiāo)特征對(duì)于顧客買(mǎi)意愿的作用都不顯著;第三,感知風(fēng)險(xiǎn)和品牌信任在微信營(yíng)銷(xiāo)對(duì)顧客購(gòu)買(mǎi)意愿模型中起到中介的作用。品牌信任在信息質(zhì)量、互動(dòng)性和親友參與三個(gè)維度對(duì)顧客購(gòu)買(mǎi)意愿的作用路徑中發(fā)揮部分中介效應(yīng)。感知風(fēng)險(xiǎn)在互動(dòng)性和親友參與兩個(gè)維度對(duì)顧客購(gòu)買(mǎi)意愿的作用路徑中發(fā)揮部分中介效應(yīng)。最后根據(jù)當(dāng)前企業(yè)內(nèi)部具體的運(yùn)營(yíng)實(shí)踐提出更加合理、可操作性的建議。
[Abstract]:According to the latest China Internet statistics report released by CNNIC on 2017, the number of Internet users has been more than 730 million. The use of desktop computers has continued to decline in 2017. However, the use of mobile phone online has been rising. Correspondingly, the number of users of WeChat has been growing continuously. However, the academic research on WeChat and WeChat marketing is still relatively small. The research on WeChat marketing is still focused on the marketing characteristics of WeChat and antecedents and results analysis of consumer attitude and behavior, and will trust the brand. The research of perceived risk as a medium is relatively small. This paper discusses the influence of WeChat marketing on customer purchase decision from the perspective of brand trust and perceived risk. It is a supplement to the current research. Firstly, it reviews the current domestic and foreign WeChat marketing and related literature research, summarizes the dimensions and concepts of WeChat marketing, brand trust and perceived risk. On the basis of the technology acceptance model, combining the marketing characteristics of WeChat and the factors of trust and perceived risk, this paper explores the mechanism of their influence on the customer's purchase intention. In order to outline the specific analysis model, and put forward the corresponding research hypotheses. With the help of the SPSS.20 software system, the detailed analysis of the collected data validation, the descriptive, reliability and validity. Correlation and regression analysis results, to verify the original research model hypothesis. Combined with the previous data analysis to summarize the final conclusions of the paper, the conclusions are as follows: first, information quality. Interaction and the participation of relatives and friends as WeChat marketing characteristics directly positive effect on customer purchase intention; Second, opinion leaders, word-of-mouth communication, entertainment, trust tendency and network involvement of the five WeChat marketing characteristics on the customer purchase intentions are not significant; Thirdly, perceived risk and brand trust play an intermediary role in WeChat marketing model of customer purchase intention. Brand trust plays an important role in information quality. The interaction and the participation of relatives and friends play a part of intermediary effect in the path of customer purchase intention. Perceived risk plays a part of intermediary in the two dimensions of interaction and relatives' participation in the path of customer purchase intention. Finally, according to the specific operation practice of the enterprise, it is more reasonable. Operational recommendations.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F724.6;F713.55

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