發(fā)布時(shí)間：2018-03-22 20:54

  本文選題：粉絲　切入點(diǎn)：帖子　出處：《云南大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)隨著小米華為等手機(jī)銷量的走高,“米粉”、“花粉”進(jìn)入了人們的視野。與被動(dòng)的接受手機(jī)企業(yè)大量的廣告相比,有購(gòu)買手機(jī)傾向的消費(fèi)者更喜歡主動(dòng)的上網(wǎng)搜索相關(guān)信息,而虛擬社區(qū)正好提供了粉絲線上評(píng)價(jià)、分享等活動(dòng)的平臺(tái),同時(shí)也是潛在消費(fèi)者重要的信息來(lái)源,虛擬社區(qū)中的這些帖子信息會(huì)影響到有購(gòu)買手機(jī)傾向的潛在消費(fèi)者的購(gòu)買決策。本文基于前景理論、線索利用等理論基礎(chǔ),并對(duì)忠實(shí)粉絲做了簡(jiǎn)單限定,設(shè)計(jì)出了忠實(shí)粉絲帖子信息對(duì)潛在消費(fèi)者購(gòu)買決策影響的理論模型,設(shè)置了潛在用戶是有手機(jī)購(gòu)買傾向的這一控制變量,探討了忠實(shí)粉絲發(fā)布的帖子的數(shù)量、文本屬性、內(nèi)容屬性、時(shí)效性和發(fā)帖者資信度對(duì)潛在消費(fèi)者購(gòu)買決策的影響,根據(jù)文獻(xiàn)與本論文研究整理,設(shè)計(jì)各變量量表,并通過(guò)問(wèn)卷星發(fā)放和收集數(shù)據(jù)。通過(guò)統(tǒng)計(jì)分析對(duì)本論文的研究模型和理論假設(shè)的檢驗(yàn),本論文得出的研究結(jié)論有：第一,對(duì)于有購(gòu)買手機(jī)傾向的潛在用戶來(lái)說(shuō),瀏覽過(guò)帖子數(shù)量與跟帖數(shù)量對(duì)他們的購(gòu)買決策沒(méi)有顯著性影響；第二,帖子內(nèi)部的文本屬性對(duì)于瀏覽貼子的潛在用戶購(gòu)買決策影響不顯著。對(duì)于一個(gè)帖子內(nèi)部來(lái)說(shuō),潛在用戶關(guān)心的手機(jī)各項(xiàng)配置系數(shù)都在帖子內(nèi)部有文字展示,帖子內(nèi)部只要文字包含了潛在用戶所需要了解的所有信息,其是否配上詳細(xì)的圖表說(shuō)明、視頻說(shuō)明對(duì)潛在用戶來(lái)說(shuō)都不重要；第三,帖子的內(nèi)容屬性、帖子的時(shí)效性與發(fā)帖者的資信度對(duì)瀏覽帖子的潛在用戶購(gòu)買決策有正向的影響顯著。其中,發(fā)帖者資信度影響最大。第四,性別對(duì)帖子發(fā)布／回復(fù)及時(shí)性有顯著性差異,另外,不同年齡段對(duì)發(fā)帖者資信度與購(gòu)買決策的看法顯著不同。
[Abstract]:In recent years, with the increase in sales of mobile phones such as Xiaomi and Huawei, "rice noodle" and "pollen" have come into people's view. Compared with passive acceptance of a large number of advertisements from mobile phone companies, consumers who have a tendency to buy mobile phones prefer to actively search the Internet for relevant information. The virtual community provides a platform for online reviews, sharing, and other activities, as well as an important source of information for potential consumers. These posts in the virtual community can affect the purchasing decisions of potential consumers who are inclined to buy mobile phones. This article is based on the theory of foreground, clue utilization and so on, and makes a simple limitation on loyal fans. This paper designs a theoretical model of the influence of loyal fan post information on the purchase decision of potential consumers, sets up the control variable that the potential user is inclined to buy mobile phone, probes into the number of posts published by loyal fans, and discusses the text attributes of the posts posted by loyal fans. The effect of content attributes, timeliness and the information confidence of the poster on the purchasing decision of potential consumers. According to the literature and the research of this paper, the variable scale is designed. Through the statistical analysis of the research model and theoretical hypotheses of this paper, the research conclusions are as follows: first, for potential users who have the tendency to buy mobile phones, The number of posts browsed and the number of posts followed had no significant impact on their purchase decisions. Second, the text attributes within the post had no significant impact on the purchase decisions of potential users browsing posts. All mobile phone configuration factors of concern to potential users are displayed in the post. As long as the text contains all the information that the potential user needs to know, is it accompanied by a detailed chart description? Video description is not important to potential users; third, the content attributes, timeliness of posts and the confidence of the poster have a significant positive impact on the purchasing decisions of potential users who browse posts. Fourth, gender has significant difference on the timeliness of post posting / response. In addition, different age groups have different views on the information confidence of posters and purchase decision.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55
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本文編號(hào)：1650337