本文關(guān)鍵詞：旅游企業(yè)微博營銷對消費者態(tài)度影響研究　出處：《新疆大學》2012年碩士論文　論文類型：學位論文

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【摘要】：由國外以Twitter為首的微博網(wǎng)站所掀起的微博使用熱潮，，正以不可抵擋的勢態(tài)迅速席卷全球。自2007年微博被引入國內(nèi)以來，經(jīng)過2009年、2010年兩年的蓬勃發(fā)展，微博一詞越來越多的被我們提及，甚至成為我們身邊的耳熟能詳?shù)氖录陌l(fā)起者和傳播者。鑒于其巨大的商業(yè)價值，越來越多的企業(yè)展開了微博營銷，希望通過微博發(fā)掘一條嶄新的宣傳推廣道路，很多知名旅游網(wǎng)站、知名旅行社、景區(qū)、度假區(qū)等旅游企業(yè)也開設(shè)了自己的官方微博。因此，探討旅游企業(yè)微博營銷對消費者的態(tài)度影響，為旅游企業(yè)開展微博營銷提供一定的理論依據(jù)變的十分必要。 本文在大量文獻和書籍研究的基礎(chǔ)上，結(jié)合旅游企業(yè)微博運營人員的訪談結(jié)果，提出了旅游企業(yè)微博營銷的六個因子：文字吸引力、圖片吸引力、微博活躍度、粉絲交流互動程度、意見領(lǐng)袖參與程度、企業(yè)高管微博知名度。并借鑒ABC態(tài)度模型提出態(tài)度的三要素：認知性態(tài)度、情感性態(tài)度、行為意向性（購買意象）態(tài)度。據(jù)此設(shè)計了旅游企業(yè)微博營銷對消費者態(tài)度影響調(diào)查問卷，并通過預調(diào)研、信度分析的方式確認了最終問卷。并對調(diào)研結(jié)果的六個因子變量以及構(gòu)成態(tài)度的三個結(jié)果變量進行相關(guān)分析和回歸分析，得出的主要結(jié)論有：文字吸引力和圖片吸引力是旅游企業(yè)開展微博營銷對消費者態(tài)度的三個要素影響最為顯著的兩個方面，存在顯著的正相關(guān)關(guān)系；微博活躍度與消費者認知性態(tài)度之間有顯著的正相關(guān)關(guān)系，但與情感性態(tài)度和購買意愿之間不存在正相關(guān)關(guān)系。 同時，本文還提出了旅游企業(yè)開展微博營銷的主要策略：親和型內(nèi)容架構(gòu)、 雙核型組織架構(gòu)、活躍型互動架構(gòu)。這些策略的提出,對旅游企業(yè)微博帳號的架構(gòu)以及后期開展微博營銷具有一定的指導意義。
[Abstract]:The Weibo usage boom, led by the Weibo website led by Twitter abroad, is sweeping the world in an irresistible fashion. Since Weibo was introduced into China in 2007, it has passed through 2009. In 2010, with the boom of two years, the word Weibo was more and more mentioned by us, and even became the initiator and communicator of familiar events around us. In view of its great commercial value. More and more enterprises launched Weibo marketing, hoping to discover a brand new road through Weibo, many well-known travel websites, well-known travel agencies, scenic spots. Resorts and other tourism enterprises have also set up their own official microblogging. Therefore, to explore the impact of microblog marketing on consumer attitudes. For tourism enterprises to carry out Weibo marketing to provide a certain theoretical basis for change is very necessary. On the basis of a large number of literature and books, combined with the interview results of Weibo operator of tourism enterprises, this paper puts forward six factors of Weibo marketing: text attraction, picture attraction. Micro blog activity, fan exchange interaction, opinion leaders participation, corporate executives microblog popularity. And using the ABC attitude model proposed three factors of attitude: cognitive attitude, emotional attitude. Based on this, a questionnaire on the impact of Weibo marketing on consumers' attitudes was designed, and a pre-survey was carried out. The method of reliability analysis confirmed the final questionnaire, and carried out correlation analysis and regression analysis on the six factor variables of the survey results and the three outcome variables that constitute the attitude. The main conclusions are as follows: text attractiveness and picture attraction are the three most significant factors influencing the consumer attitude of tourism enterprises to carry out Weibo marketing, and there is a significant positive correlation; There was significant positive correlation between Weibo activity and consumer cognitive attitude, but there was no positive correlation between Weibo activity and affective attitude and purchase intention. At the same time, this paper also put forward the tourism enterprises to carry out Weibo marketing strategy: affinity content framework, These strategies have a certain guiding significance for the tourism enterprise Weibo account structure and the later development of Weibo marketing.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;F592.6

【引證文獻】

相關(guān)碩士學位論文 前1條

1 劉春婷;中國旅游主管部門官方微博營銷的現(xiàn)狀、問題與對策研究[D];首都經(jīng)濟貿(mào)易大學;2013年

本文編號：1432977