本文關(guān)鍵詞： 品牌主頁(yè) 感知相似性 產(chǎn)品涉入度 品牌吸引力　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),隨著新媒體技術(shù)和互聯(lián)網(wǎng)環(huán)境的蓬勃發(fā)展,互聯(lián)網(wǎng)及新媒體的營(yíng)銷份額已整體超越平面媒體,成為市場(chǎng)推廣的重要手段之一。社交媒體革命性的發(fā)展使人人網(wǎng)、新浪微博和微信相繼推出了品牌的公共主頁(yè),如何有效利用品牌主頁(yè)開展品牌營(yíng)銷,如何將品牌主頁(yè)內(nèi)容與品牌潛在消費(fèi)者有機(jī)結(jié)合,以及如何將品牌主頁(yè)粉絲轉(zhuǎn)化為有效顧客成為企業(yè)利用社交媒體營(yíng)銷的重要內(nèi)容。本文以社交媒體為背景,研究了企業(yè)品牌主頁(yè)展示的粉絲形象對(duì)于品牌吸引力的影響。筆者將品牌主頁(yè)根據(jù)是否展示粉絲形象分為三種情形,分別為:不展示粉絲形象,展示相似粉絲形象,展示不相似粉絲形象,分別討論不同情形下的品牌吸引力情況,提出以下假設(shè):展示相似粉絲形象品牌吸引力顯著高于展示不相似粉絲形象(H1a),不展示粉絲形象品牌吸引力顯著高于展示不相似粉絲形象(H1b),展示相似粉絲形象品牌吸引力高于不展示粉絲形象(H1c),并且利用消費(fèi)者感知相似性作為中介機(jī)制對(duì)主效應(yīng)進(jìn)行解釋(H2)。筆者通過(guò)兩個(gè)實(shí)驗(yàn)對(duì)本文的假設(shè)進(jìn)行驗(yàn)證,實(shí)驗(yàn)一、二分別以年齡、性別作為相似性的標(biāo)準(zhǔn)。通過(guò)對(duì)實(shí)驗(yàn)數(shù)據(jù)的分析,主要得出以下結(jié)論:相似粉絲形象品牌吸引力顯著高于不相似的品牌吸引力(H1a),不展示粉絲形象顯著高于展示不相似粉絲品牌吸引力(H1b);然而對(duì)于不展示與展示相似品牌吸引力之間的關(guān)系(H1c),雖然在統(tǒng)計(jì)學(xué)上顯示沒(méi)有顯著差異,筆者利用虛假共識(shí)效應(yīng)對(duì)此進(jìn)行了解釋。同時(shí)實(shí)驗(yàn)數(shù)據(jù)還證明了消費(fèi)者感知相似性和產(chǎn)品涉入的有調(diào)節(jié)的中介作用的存在。本文從粉絲形象角度研究了社交媒體品牌主頁(yè)內(nèi)容與品牌吸引力之間的關(guān)系,對(duì)于指導(dǎo)企業(yè)更好利用公共主頁(yè)進(jìn)行品牌網(wǎng)絡(luò)營(yíng)銷及提升用戶對(duì)產(chǎn)品和品牌的偏好具有重要的實(shí)踐意義。
[Abstract]:In recent years, with the rapid development of new media technology and Internet environment, the marketing share of the Internet and new media has surpassed the print media as a whole. The revolutionary development of social media makes Renren, Weibo of Sina and WeChat launch the public home page of the brand one after another, how to use the brand home page to carry on the brand marketing effectively. How to combine the content of the brand home page with the potential consumers of the brand and how to turn the fans of the brand home page into effective customers become the important content of the enterprise using social media marketing. This article takes the social media as the background. The author studies the influence of the brand image on the brand attractiveness. The author divides the brand home page into three situations according to whether or not to show the fan image, which is: not showing the fan image. Show similar fan image, show dissimilar fan image, discuss the brand attractiveness under different circumstances. The following assumptions are put forward: the brand attractiveness of displaying similar fan images is significantly higher than that of displaying dissimilar fan images, and the brand attractiveness of no showing fan images is significantly higher than that of displaying dissimilar fan images. The brand appeal of showing similar fan image is higher than that of not showing fan image. And using consumer perception similarity as an intermediary mechanism to explain the main effect. The author through two experiments to verify the hypothesis of this paper, experiment 1, 2 by age. Gender as the standard of similarity. Through the analysis of the experimental data, the main conclusions are as follows: similar fan image brand attractiveness is significantly higher than that of dissimilar brand attractiveness. No fan image was significantly higher than that of dissimilar fan brand attractiveness. However, there was no statistically significant difference in the relationship between the absence of similar brand attractiveness and the display of similar brand attractiveness. The author uses the false consensus effect to explain this. At the same time, the experimental data also prove the existence of consumer perception similarity and the regulated intermediary of product involvement. This paper studies social media from the perspective of fan image. The relationship between the content of the brand home page and the brand attraction. It is of great practical significance to guide enterprises to use public home page for brand network marketing and to enhance users' preference for products and brands.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F273.2
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本文編號(hào)：1476527