【摘要】：2006年國(guó)外的twitter將微博的概念引入人們的視野,2007年被引入國(guó)內(nèi)，2013年上半年，新浪微博的注冊(cè)用戶數(shù)量已經(jīng)達(dá)到了5.36億，微博已經(jīng)成為人們上網(wǎng)的主要活動(dòng)之一。微博的用戶包括有專家、歌手、演員、教師和學(xué)生等。各行業(yè)的企業(yè)利用微博上豐富的用戶資源，開(kāi)通官方微博，開(kāi)展微博互動(dòng)營(yíng)銷活動(dòng)，通過(guò)與用戶的交流溝通最終達(dá)到影響消費(fèi)者品牌態(tài)度和品牌購(gòu)買意愿。服裝與每個(gè)人的生活息息相關(guān)。本文將以服裝企業(yè)微博互動(dòng)作為對(duì)象，定量研究其對(duì)消費(fèi)者品牌態(tài)度的影響。 本文的研究模型基礎(chǔ)是理性行為模型，該模型認(rèn)為態(tài)度包括認(rèn)知性和情感性態(tài)度，品牌態(tài)度會(huì)正向影響品牌購(gòu)買意愿。通過(guò)文獻(xiàn)研究和深度訪談，確定了服裝企業(yè)微博互動(dòng)影響品牌態(tài)度的前置因素：知識(shí)質(zhì)量、信息的發(fā)布速度、官微的明星效應(yīng)、獎(jiǎng)勵(lì)活動(dòng)、與粉絲互動(dòng)。接著邀請(qǐng)新浪微博上服裝企業(yè)官微的155名粉絲填寫(xiě)問(wèn)卷，進(jìn)行數(shù)據(jù)收集。最后利用SPSS19.0對(duì)數(shù)據(jù)進(jìn)行了信度、效度、相關(guān)分析、回歸分析和中介效應(yīng)分析。 本研究的主要結(jié)論是：（1）服裝企業(yè)微博互動(dòng)的五個(gè)因子與認(rèn)知性和情感性態(tài)度相關(guān)。（2）服裝企業(yè)微博互動(dòng)的五個(gè)因子中，其中三個(gè)因子知識(shí)質(zhì)量、官微的明星效應(yīng)、與粉絲互動(dòng)對(duì)品牌態(tài)度的認(rèn)知性態(tài)度、情感性態(tài)度都有顯著正向影響。但是信息發(fā)布速度和獎(jiǎng)勵(lì)活動(dòng)不會(huì)影響消費(fèi)者的認(rèn)知性和情感性態(tài)度。（3）服裝企業(yè)微博互動(dòng)的三個(gè)因子：知識(shí)質(zhì)量、官微的明星效應(yīng)、與粉絲互動(dòng)通過(guò)認(rèn)知性品牌態(tài)度和情感性品牌態(tài)度的中介作用，間接影響品牌購(gòu)買意愿。
[Abstract]:In 2006, twitter introduced Weibo's concept into people's field of vision. In 2007, Weibo was introduced into China. In the first half of 2013, the number of registered users has reached 536 million. Weibo has become one of the main online activities. Weibo's users include experts, singers, actors, teachers and students. The enterprises of various industries make use of Weibo's abundant user resources, open up official Weibo, carry out the interactive marketing activities of Weibo, and finally influence the consumer brand attitude and brand purchase intention through the communication with users. Clothing is closely related to everyone's life. This paper will take Weibo as the object to study quantitatively the influence of Weibo on consumer brand attitude. The research model is based on rational behavior model, which holds that attitude includes cognitive and affective attitudes, and brand attitude will positively affect brand purchase intention. Through literature research and in-depth interviews, this paper determines the pre-factors that influence brand attitude of clothing enterprise Weibo interaction: knowledge quality, information release speed, official micro-star effect, reward activities, and interaction with fans. Then invite Sina Weibo on the clothing enterprise official Wei 155 fans fill in the questionnaire, data collection. Finally, SPSS19.0 is used to analyze the reliability, validity, correlation, regression analysis and intermediary effect. The main conclusions of this study are as follows: (1) the five factors of Weibo interaction are related to cognition and affective attitude. The cognitive attitude and affective attitude of interaction with fans have significant positive effects on brand attitude. However, the speed of information release and reward activities will not affect the cognitive and emotional attitude of consumers. (3) the three factors of Weibo interaction in garment enterprises: knowledge quality, the star effect of official and micro, The interaction with fans indirectly influences brand purchase intention through the intermediary function of cognitive brand attitude and emotional brand attitude.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.86

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 宋曉兵;董大海;于丹;劉瑞明;;基于TRA理論的品牌購(gòu)買行為傾向前因研究[J];大連理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2007年04期

2 劉麗清;;微博雖“微”足值道爾——微博特性之淺析[J];東南傳播;2009年11期

3 殷俊;何芳;;微博在我國(guó)的傳播現(xiàn)狀及傳播特征分析[J];河南大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年03期

4 周合強(qiáng);;微博營(yíng)銷現(xiàn)狀與發(fā)展態(tài)勢(shì)初探[J];新聞世界;2011年04期

5 周莎;羅戎蕾;;服裝行業(yè)微博病毒營(yíng)銷的傳播意愿影響因素研究[J];絲綢;2013年03期

6 夏雨禾;;微博互動(dòng)的結(jié)構(gòu)與機(jī)制——基于對(duì)新浪微博的實(shí)證研究[J];新聞與傳播研究;2010年04期

，

本文編號(hào)：2285475