發(fā)布時間：2018-03-08 16:12

  本文選題：微博　切入點：互動策略　出處：《華中科技大學》2013年博士論文　論文類型：學位論文

【摘要】：當前，微博已成為各種組織與個人溝通的重要工具。許多企業(yè)開始把微博看做品牌建設(shè)和促銷的新渠道。由于微博的自媒體特征，消費者在與企業(yè)對話的過程中比以往有更強的話語權(quán)，在微博平臺上也更愿意與企業(yè)互動。如何利用微博提升消費者的忠誠度和購買意愿成為企業(yè)當前關(guān)注的重點問題之一。 但與微博的蓬勃發(fā)展相比，企業(yè)對如何在微博上進行品牌建設(shè)和促銷還處于摸索階段，從已有的少量企業(yè)－消費者互動社交媒體互動的文獻來看，企業(yè)的社交媒體互動對消費者的品牌忠誠和購買意愿有顯著的正向影響，但還沒有進一步深入研究不同類型和不同特征的企業(yè)微博互動對消費者品牌忠誠和購買意愿的作用機理。微博的“基于興趣的互動”、“去中心性”、“環(huán)境親密”等特點與企業(yè)原有的電子商務(wù)環(huán)境有重要區(qū)別，我們的研究目標是基于企業(yè)微博互動的策略和特征，構(gòu)建企業(yè)微博互動對消費者品牌忠誠和購買意愿的作用機制模型來為企業(yè)的微博品牌建設(shè)和促銷提供理論指導(dǎo)。 首先采用扎根理論進行了預(yù)研究，在新浪的企業(yè)微博上收集66家代表性企業(yè)的主帖（1395條）和跟帖（5959條），通過編碼和范疇化構(gòu)建了企業(yè)微博互動對消費者-品牌關(guān)系的影響機制的模型，并進行了理論飽和度檢驗。研究結(jié)果表明1）企業(yè)的微博互動策略有兩種：社會性互動和任務(wù)導(dǎo)向型互動；2）企業(yè)的微博互動策略會影響消費者的品牌情感和品牌認知并最終影響消費者品牌關(guān)系。其中消費者的品牌情感主要包括愉悅情感和喚起情感，品牌認知包括品牌感知質(zhì)量、關(guān)聯(lián)性感知和共鳴；3）在消費者知識、行業(yè)和品牌知名度不同的情況下，，上述影響機制存在差異。 其次在使用與滿足理論、組織支持理論和組織參與理論的基礎(chǔ)上建立了企業(yè)微博互動對消費者品牌忠誠的影響機制模型并進行了實證檢驗。研究結(jié)果表明企業(yè)在的微博上的社會性互動和商業(yè)互動的重要性是不同的。社會性互動同時影響消費者的社會情感支持感知和信息支持感知，商業(yè)互動僅影響消費者的信息支持感知；消費者的社會情感支持感知和信息支持感知有助于形成消費者的微博黏性和品牌忠誠。相對于商業(yè)性互動而言，企業(yè)在微博上的社會性互動是對消費者微博黏性和品牌忠誠有更大的正向影響。由此可見，企業(yè)的微博品牌建設(shè)應(yīng)以社會性互動為主，商業(yè)性互動應(yīng)當融合到社會性互動之中，并通過提升用戶黏性的方式增強品牌忠誠。 最后在消費者學習理論、信息整合理論和態(tài)度理論的基礎(chǔ)上，構(gòu)建了企業(yè)微博互動對消費者購買意愿的影響機制模型并進行了實證檢驗。結(jié)果表明，微博互動的趣味性、信息性、情景契合性和響應(yīng)性這四個互動質(zhì)量特征對消費者購買意愿均有顯著的正向影響。其中，趣味性、信息性和情景契合性通過消費者的產(chǎn)品態(tài)度影響購買意愿，響應(yīng)性則直接影響消費者的購買意愿。同時，趣味性對消費者產(chǎn)品態(tài)度的影響最大，響應(yīng)性則對消費者購買意愿的影響最大。這表明企業(yè)應(yīng)把微博促銷的重點放在提升對消費者的響應(yīng)性和內(nèi)容的趣味性上。
[Abstract]:At present, micro-blog has become an important tool for organizational communication and personal. Many enterprises began to micro-blog as brand building and promotion of the new channel. Since the media characteristics of micro-blog, consumers have a stronger voice in the process of dialogue and enterprise than ever, in the micro-blog platform, but also more willing to interact with a company how to use. Micro-blog to enhance customer loyalty and purchase intention to become one of the key problems of enterprise of current concern.
With the development of micro-blog in enterprises is still in the exploratory stage of brand construction and promotion in micro-blog, from the small enterprise existing consumer interactive social media interaction literature, social media interaction on consumer brand loyalty and purchase intention has a significant positive effect, but there is no mechanism of loyalty different types and characteristics of the enterprises of micro-blog interactive consumer brand and purchase intention of further study. Micro-blog's "interest based interaction", "center", "environmental close" etc. and the original enterprise e-commerce environment has great difference, the goal of our research is strategy and features of enterprise micro-blog interactive based on the construction of micro-blog interactive on consumer brand loyalty to the enterprise and purchase intention mechanism model for enterprise micro-blog brand construction and promotion. For theoretical guidance.
First, using grounded theory of pre study, collected 66 representative enterprises in the Sina company micro-blog on the main thread (1395) and (5959), the influence mechanism of enterprise of micro-blog interactive consumer brand relationship model is constructed by encoding and categorization, and the theory of saturation test. The results showed that 1) there are two kinds of micro-blog interactive strategies for enterprises: social interaction and task oriented interaction; 2) micro-blog interactive strategy of enterprise brand affect and brand awareness will affect consumers and ultimately affect the consumer brand relationship. The brand emotion includes emotion and arousing the emotion, including brand awareness brand perceived quality association, perception and resonance; 3) in consumer knowledge, industry and brand awareness in different situations, the influence mechanism of the difference.
Secondly, in the basis of the use and gratification theory, organizational support theory and organization participation theory is established on the impact of micro-blog interactive on consumers brand loyalty mechanism model and an empirical test. The results show that the importance of social interaction and interaction in the business enterprise on micro-blog is different. At the same time affect the consumer's social interaction social emotional support perception and information support perception, business interaction only affects the consumer's perception of consumer information support; social support perceived emotional support perception and information contributes to the formation of consumer loyalty and brand loyalty. Compared to the micro-blog commercial interaction, social interaction in micro-blog's enterprise is to have a positive impact on consumers more micro-blog loyalty and brand loyalty. Thus, the micro-blog brand construction enterprises should be based on social interaction, commercial interaction should be When integrated into social interaction, brand loyalty is enhanced by improving the stickiness of the user.
Finally, learning theory in consumer based information integration theory and attitude theory, constructs the model of influence mechanism of enterprise micro-blog interactive on consumer purchase intention and an empirical test. The results show that micro-blog interactive fun, informative, situational fit and positive effect of the sound interaction between the four quality features on consumer purchase will have a significant interest. Among them, information, and influence the purchase intention of the scene to fit the product attitude and response will directly affect the consumer's purchase intention. At the same time, effects of interest on consumer product attitude, the maximum response of influence on consumer purchase intention. This shows that the enterprise should focus on micro-blog promotion on the promotion of consumer response and interesting content.

【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F274;G206

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本文編號：1584613