發(fā)布時間：2018-04-20 18:53

  本文選題：微博互動 + 情感體驗�。� 參考：《江西財經(jīng)大學(xué)》2014年碩士論文

【摘要】：隨著社會經(jīng)濟和互聯(lián)網(wǎng)的不斷發(fā)展,我國的網(wǎng)民規(guī)模也與日俱增。不斷涌現(xiàn)出來的新型網(wǎng)絡(luò)技術(shù),逐漸滲透到人們的社會生活和人際關(guān)系中去,其中最具代表意義的是電子商務(wù)平臺和微博平臺。電子商務(wù)平臺改變了人們傳統(tǒng)的消費習(xí)慣,微博平臺改變了信息傳播模式和交流互動模式。目前已經(jīng)有越來越多的企業(yè)開展電子商務(wù),并且把營銷戰(zhàn)場轉(zhuǎn)移到網(wǎng)絡(luò)平臺上來,微博平臺的各種功能逐漸受到了企業(yè)的廣泛關(guān)注,從而開始有越來越多的商品信息、折扣信息、活動信息等出現(xiàn)在微博內(nèi)容中。據(jù)此,本文選取微博和電子商務(wù)為研究對象,旨在探討微博互動對網(wǎng)購意向的影響。 學(xué)生群體是網(wǎng)民中規(guī)模最大的職業(yè)群體,也是網(wǎng)購用戶中的中堅力量,同時還是微博應(yīng)用和發(fā)展的主力軍。從消費能力、消費獨立性、需求性等方面來分析,大學(xué)生群體處于學(xué)生群體的重要地位,也是網(wǎng)購用戶和微博用戶中較為活躍和數(shù)量眾多的群體。大學(xué)生網(wǎng)絡(luò)消費具有崇尚個性、追求時尚、追求新異等心理特征,其中最重要的心理特征是注重體驗感,尤其是情感方面的體驗。因此,本文選取大學(xué)生為調(diào)研對象,并在研究中加入情感體驗變量。 基于以上背景,本研究旨在解決以下兩個問題： (1)微博互動是否會對大學(xué)生網(wǎng)購意向產(chǎn)生影響； (2)微博互動帶給大學(xué)生用戶怎樣的體驗,以及這種體驗對大學(xué)生網(wǎng)購意向會產(chǎn)生怎樣的影響。 在文獻研究的基礎(chǔ)上,本文把微博互動劃分為內(nèi)容互動和人際互動兩個維度。通過分析微博互動、情感體驗、網(wǎng)購意向之間的關(guān)系,提出了相關(guān)研究假設(shè)。為了確保研究的準確性,本研究的調(diào)查問卷選用李克特五級量表的形式,借鑒了以往研究中經(jīng)過驗證的成熟量表,并通過小規(guī)模訪談和小規(guī)模前測,最終正式確定。 本研究的調(diào)研過程分為預(yù)測調(diào)研和正式調(diào)研兩個階段。在第一階段：選取江西財經(jīng)大學(xué)的在校生為調(diào)研對象,共收回問卷48份,旨在驗證量表的科學(xué)合理性；在第二階段,通過紙質(zhì)問卷和網(wǎng)絡(luò)問卷兩種方式,共發(fā)放250份,收回有效問卷214份,調(diào)研對象主要集中在江西地區(qū),另外還包括河南、河北、湖北、黑龍江等地的高校學(xué)生,使研究更具普遍意義。 對收回的數(shù)據(jù),本研究選用SPSS19.0為統(tǒng)計分析工具,運用描述性統(tǒng)計、信度和效度分析、相關(guān)性分析和回歸分析的方法進行分析處理。分析結(jié)果驗證了前文提出的假設(shè),并得出以下結(jié)論： (1)微博互動對情感體驗有正向的顯著影響,且人際互動比內(nèi)容互動對用戶的情感體驗影響更大； (2)微博互動對網(wǎng)購意向有正向的顯著影響,且人際互動比內(nèi)容互動對網(wǎng)購意向的影響更大； (3)情感體驗對網(wǎng)購意向有正向的顯著影響,且在微博互動和網(wǎng)購意向之間有部分中介作用。 在實證結(jié)果的基礎(chǔ)上,本研究對企業(yè)進行微博營銷提出了一定的建議：注重管理微博發(fā)布的信息；建立互動機制,提高互動溝通的程度；重視受眾情感需求,實現(xiàn)情感營銷；履行企業(yè)社會責任,擴大微博的影響力。 盡管本研究取得了一定的成果,但是仍舊存在一些不足,比如研究對象的不全面,樣本量偏少且區(qū)域性較強,對微博互動的因子研究不夠,對中介變量選取過于籠統(tǒng)等。針對這些缺陷,研究最后還提出了未來的研究方向：擴大研究樣本的群體,拓展微博互動的維度,細分情感體驗的維度等方面。
[Abstract]:With the development of the social economy and the Internet , the scale of Internet users in our country is increasing . The most representative is the e - commerce platform and the micro - blog platform . The e - commerce platform has changed the traditional consumption habits , and the micro - blog platform has changed the information transmission mode and the exchange interaction mode .

The student group is the largest professional group in the network , is also the backbone of the online purchasing user , and it is also the main force of micro blog application and development . The college student group is the most active and abundant group in the student group . The most important psychological characteristic is the experience feeling , especially the emotional experience . Therefore , this paper selects university student as the research object , and adds emotion experience variable in the research .

Based on the above background , the purpose of this study is to address the following two issues :

( 1 ) Whether the interaction of micro blog can influence the intention of college students ;


( 2 ) How the micro - blog interaction brings to the college students how to experience , and how this experience affects the students ' network shopping intentions .

On the basis of literature research , this paper divides the micro - blog interaction into two dimensions of content interaction and interpersonal interaction . By analyzing the relationship between micro - blog interaction , emotional experience and network shopping intentions , this paper puts forward relevant research assumptions . In order to ensure the accuracy of the research , the questionnaire of this study is in the form of Li - kert ' s five - scale scale , and draws lessons from the proven mature scale in previous studies , and finally is formally determined through small - scale interviews and small - scale pre - measurement .

The research process of this study is divided into two stages : forecast research and formal investigation . In the first stage , the students of Jiangxi University of Finance and Economics are selected as the research subjects , and 48 questionnaires are collected to verify the scientific rationality of the scale ;
In the second stage , 250 questionnaires were distributed and 214 questionnaires were collected through a paper questionnaire and a network questionnaire . The research objects were mainly concentrated in Jiangxi area , and the study was more general in universities in Henan , Hebei , Hubei and Heilongjiang .

Based on the analysis of descriptive statistics , the reliability and validity , the correlation analysis and the regression analysis , the analysis results validate the hypothesis proposed in the previous paper , and conclude the following conclusions :

( 1 ) the interaction of micro blog has positive influence on emotion experience , and the interaction of interpersonal relationship is more influence on user ' s emotional experience than content interaction ;


( 2 ) The interaction of micro blog has a positive influence on the intentions of network shopping , and the interaction of interpersonal relationship is greater than that of content interaction .


( 3 ) Emotional experience has a positive influence on network shopping intentions , and there is a partial intermediary between micro - blog interaction and online shopping intentions .

On the basis of the empirical results , this paper puts forward some suggestions for the micro - blog marketing of enterprises : focusing on the management of micro - blog post - release information ;
Establish an interactive mechanism to improve the degree of interactive communication ;
Focus on the audience ' s emotional needs and realize emotional marketing ;
Fulfill the corporate social responsibility and expand the influence of micro - blogging .

Although some achievements have been achieved in the study , there are still some deficiencies , such as incomplete research object , small sample size , strong regional , lack of factors of interaction with micro - blog , too general selection of medium variables , etc . Aiming at these defects , the paper also puts forward the future research direction : enlarge the population of research sample , expand the dimension of micro - blog interaction , and subdivide the dimension of emotion experience .

【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F224;F713.55;F724.6

【相似文獻】

相關(guān)期刊論文 前10條

1 蔡寧寧;馬駿;;我網(wǎng)購,我快樂——走近網(wǎng)購一族[J];中國信用卡;2006年17期

2 卡爾丁;;一次難忘的網(wǎng)購經(jīng)歷[J];中國信用卡;2006年19期

3 雯清;;今天你網(wǎng)購了嗎?[J];浦東開發(fā);2006年12期

4 何鵬;;網(wǎng)購消費者寶典——怎樣避免網(wǎng)購麻煩(續(xù))[J];微電腦世界;2007年Z1期

5 王維;;愚人與網(wǎng)購生活[J];多媒體世界;2007年04期

6 ;網(wǎng)上優(yōu)活族 新時代家具網(wǎng)購趨勢[J];家具與室內(nèi)裝飾;2007年04期

7 陳美英;;網(wǎng)購陷阱 消費者須警惕[J];福建質(zhì)量信息;2007年10期

8 ;2008年服裝網(wǎng)購將達到300億,占社會零售的2%以上 服裝網(wǎng)購駛?cè)氚l(fā)展快車道[J];中國服飾;2008年06期

9 徐大地;;網(wǎng)絡(luò)購物之“望聞問切”[J];市場w，

本文編號：1779017