本文選題：微博營(yíng)銷　切入點(diǎn)：消費(fèi)者購(gòu)買意愿　出處：《沈陽(yáng)理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著科技的迅猛發(fā)展和互聯(lián)網(wǎng)的高度普及，傳統(tǒng)的消費(fèi)模式已經(jīng)與當(dāng)下的實(shí)際消費(fèi)模式產(chǎn)生了很大差別。微博作為新興媒體，以其信息字?jǐn)?shù)少、內(nèi)容風(fēng)格多變、信息輻射范圍廣、傳播速度快等特點(diǎn)，從2006年產(chǎn)生至今贏得了大批網(wǎng)絡(luò)使用者的青睞。企業(yè)借助互聯(lián)網(wǎng)進(jìn)行營(yíng)銷活動(dòng)，特別是借助微博作為營(yíng)銷平臺(tái)，是順應(yīng)時(shí)代發(fā)展的必然趨勢(shì)，因此研究微博營(yíng)銷模式在當(dāng)下是很有必要的。 本文在回顧當(dāng)前研究學(xué)者的理論研究的基礎(chǔ)上，以微博營(yíng)銷為研究對(duì)象，通過(guò)深度訪談以及調(diào)研問(wèn)卷的形式研究了微博營(yíng)銷對(duì)消費(fèi)者購(gòu)買意愿的影響。論文首先探究得出了影響消費(fèi)者購(gòu)買意愿的微博營(yíng)銷因子，據(jù)此以TAM技術(shù)接受模型為基礎(chǔ)，將營(yíng)銷因子同感知利益、感知風(fēng)險(xiǎn)、感知與預(yù)期價(jià)值匹配程度這三個(gè)中間變量以及消費(fèi)者的購(gòu)買意愿共同建立了關(guān)系模型。并通過(guò)描述性統(tǒng)計(jì)分析、探索性因子分析、結(jié)構(gòu)方程模型以及方差分析等分析方法進(jìn)行實(shí)證分析和假設(shè)驗(yàn)證。 實(shí)證研究結(jié)果表明：在微博營(yíng)銷因子中，消費(fèi)者的信息需求相關(guān)性對(duì)消費(fèi)者購(gòu)買意愿的影響最大，互動(dòng)性對(duì)消費(fèi)者購(gòu)買意愿的影響最弱。四個(gè)微博營(yíng)銷因子既通過(guò)感知利益、感知與預(yù)期價(jià)值匹配程度間接影響消費(fèi)者購(gòu)買意愿，，也通過(guò)感知風(fēng)險(xiǎn)、感知與預(yù)期價(jià)值匹配程度間接影響消費(fèi)者購(gòu)買意愿。最后筆者根據(jù)實(shí)證結(jié)果對(duì)當(dāng)前企業(yè)的微博營(yíng)銷提出了相關(guān)建議。
[Abstract]:With the rapid development of science and technology and the high popularity of the Internet, the traditional consumption pattern has been very different from the current actual consumption mode. Since 2006, it has won the favor of a large number of network users. Enterprises use the Internet to carry out marketing activities, especially with Weibo as the marketing platform. It is an inevitable trend to conform to the development of the times, so it is necessary to study Weibo's marketing model at present. On the basis of reviewing the theoretical research of current research scholars, this paper takes Weibo marketing as the research object. Through in-depth interviews and questionnaires, this paper studies the influence of Weibo marketing on consumers' willingness to buy. Firstly, the paper explores the Weibo marketing factors that affect consumers' willingness to buy. Based on the TAM technology acceptance model, this paper studies the influence of Weibo marketing on consumers' purchase intention. The relationship model is established with the three intermediate variables of marketing factor, perceived interest, perceived risk, perceived and expected value matching degree, as well as the consumer's purchase intention, and through descriptive statistical analysis, exploratory factor analysis. The structural equation model and variance analysis are used to analyze and verify the hypothesis. The empirical results show that: among Weibo's marketing factors, the correlation of consumers' information demand has the greatest influence on consumers' willingness to buy, while interactivity has the weakest effect on consumers' willingness to buy. The degree of perceived and expected value matching indirectly affects consumers' willingness to buy, and also through perceived risk, The degree of perceived and expected value matching indirectly affects consumers' willingness to buy. Finally, the author puts forward some suggestions on Weibo's marketing according to the empirical results.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陶永明;;問(wèn)卷調(diào)查法應(yīng)用中的注意事項(xiàng)[J];中國(guó)城市經(jīng)濟(jì);2011年20期

本文編號(hào)：1570703