【摘要】：作為提供實(shí)時(shí)性通訊社交的免費(fèi)電子客戶端,微信自2011年應(yīng)用以來很快成為智能終端最重要的信息交流軟件之一。隨著知名度和使用率的提升,微信的贏利性功能逐步顯現(xiàn),個(gè)人微商用戶數(shù)量在短期內(nèi)迅速增加。微商的潛在消費(fèi)者多為彼此相互熟知的朋友,關(guān)系信任和互動質(zhì)量高,也更容易打造個(gè)性化朋友圈,實(shí)時(shí)傳遞商品狀態(tài),并有針對性地建立并保持客戶關(guān)系。然而,大多數(shù)微商在幾個(gè)月刷屏和“殺熟”模式下,不僅沒有獲得預(yù)期的經(jīng)濟(jì)回報(bào),而且朋友圈好友間的關(guān)系也漸行漸遠(yuǎn)。同時(shí),也有部分微商卻能在繁冗復(fù)雜的網(wǎng)絡(luò)環(huán)境中做得風(fēng)生水起,呈現(xiàn)出交易量、回購率節(jié)節(jié)攀升的良好態(tài)勢,朋友圈的關(guān)系也因之而更加緊密并得以迅速蔓延,這兩種現(xiàn)象大相徑庭,值得深入探究。鑒于此,作者著手進(jìn)行本文的研究探索,以期為微商的健康發(fā)展提供借鑒�，F(xiàn)有研究表明,信息源的特性會影響消費(fèi)者購買意愿,而作為發(fā)布產(chǎn)品信息的信息源,微商的特性也將對其微商活動起到重要的影響作用。微商發(fā)布相關(guān)產(chǎn)品信息,即所謂的微商廣告后,朋友圈好友會對其所發(fā)廣告主觀上持有一定的態(tài)度,這種態(tài)度可以歸為廣告態(tài)度。廣告態(tài)度作為心理活動的一種,在消費(fèi)者心理學(xué)領(lǐng)域的研究中,常常被證明直接或間接影響著消費(fèi)者購買意愿,而在購買意愿產(chǎn)生的路徑中,消費(fèi)者卷入度等自身因素亦擔(dān)當(dāng)著重要的影響因子。因此,文章根據(jù)移情效應(yīng)和態(tài)度改變模型,分析了微商信息源特性對其朋友圈好友購買意愿的影響。文章建立了微商信息源特性(可信性、專業(yè)性和吸引力)、消費(fèi)者廣告態(tài)度和消費(fèi)者購買意愿模型,引入消費(fèi)者卷入度為調(diào)節(jié)變量,對402個(gè)有效樣本進(jìn)行結(jié)構(gòu)方程技術(shù)分析發(fā)現(xiàn):微商特性中專業(yè)性、吸引力兩個(gè)特性對消費(fèi)者廣告態(tài)度和購買意愿有顯著的正向影響作用,而可信性作用不顯著;消費(fèi)者廣告態(tài)度在路徑中顯示出部分中介作用�；谘芯拷Y(jié)論,微商應(yīng)該著重提升個(gè)人對于產(chǎn)品的了解程度以及對專業(yè)知識的儲備量,并且通過豐富自己的生活或培養(yǎng)優(yōu)良的興趣以增加個(gè)人吸引力。
[Abstract]:As a free electronic client for real-time communication, WeChat has quickly become one of the most important information exchange software for intelligent terminals since its application in 2011. With the promotion of popularity and usage, the profit function of WeChat gradually appears, and the number of personal microbusiness users increases rapidly in the short term. The potential consumers of microquotient are mostly friends who know each other. The quality of relationship trust and interaction is high. It is also easier to create a personalized circle of friends to transfer the status of goods in real time and to establish and maintain customer relationships. However, most of them have not only failed to get the expected financial return, but also the relationship between friends and friends has gradually gone away in a few months' scrubbing screen and "killing familiar" mode. At the same time, some of them are able to do well in the complicated network environment, showing a good trend of trading volume and rising repo rate. As a result, the relationship between friends has become more close and spread rapidly. These two kinds of phenomena are quite different, and are worthy of further exploration. In view of this, the author proceeds with the research of this paper in order to provide reference for the healthy development of the derivative. Current studies show that the characteristics of information sources will affect consumers' willingness to buy, and as a source of information for publishing product information, the characteristics of derivative quotient will also play an important role in their derivative activities. After the product information is released by the derivative, the friends in the circle of friends will have a certain attitude towards the advertisement they send, which can be classified as the advertising attitude. Advertising attitude as a kind of psychological activity, in the field of consumer psychology, has often been proved to directly or indirectly affect consumers' purchase intention, and in the path of purchase intention. Consumer involvement and other factors also play an important role. Therefore, based on the empathy effect and attitude change model, this paper analyzes the influence of the characteristics of the derivative information source on the purchasing intention of its friends in the circle of friends. This paper establishes a model of the characteristics of the derivative information source (credibility, professionalism and attractiveness), consumer advertising attitude and consumers' willingness to buy, and introduces the degree of consumer involvement as the regulating variable. The structural equation analysis of 402 effective samples shows that the characteristics of derivative are professional and attractive have a significant positive effect on consumer advertising attitude and purchase intention, but credibility has no significant effect; Consumer advertising attitude in the path shows part of the intermediary role. Based on the conclusion of the research, the derivative should focus on enhancing the personal understanding of the product and the reserve of professional knowledge, and increase the personal attractiveness by enriching their own life or cultivating good interest.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F713.55

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