如今青少年已經(jīng)成為擁有很強(qiáng)購(gòu)買(mǎi)力的人群,應(yīng)該得到更多的關(guān)注。社會(huì)化媒體極大地影響了他們的決策過(guò)程,特別是他們的購(gòu)買(mǎi)意愿。因此,對(duì)品牌來(lái)說(shuō),通過(guò)社交網(wǎng)絡(luò)服務(wù)與青少年建立可靠的關(guān)系是至關(guān)重要的�，F(xiàn)在影響塑造青少年的偏好,培養(yǎng)他們的品牌忠誠(chéng)度是非常重要的,因?yàn)楝F(xiàn)在的青少年就是未來(lái)的消費(fèi)者。品牌應(yīng)該了解青少年有不同于成人的特殊特征。青少年（Z一代）和成人（千禧一代、X一代和嬰兒潮一代）在品牌和零售商的選擇方面有所不同;他們對(duì)購(gòu)買(mǎi)風(fēng)險(xiǎn)、物質(zhì)主義、技術(shù)、價(jià)格和營(yíng)銷(xiāo)手段有著不同的看法。最重要的是,他們對(duì)社會(huì)化媒體的看法也有所不同。品牌所使用的社會(huì)化媒體是說(shuō)服青少年增加消費(fèi)的強(qiáng)有力的購(gòu)買(mǎi)工具�，F(xiàn)代這種強(qiáng)大的技術(shù)對(duì)青少年的影響遠(yuǎn)比其他代任何時(shí)候都多。本文基于調(diào)查者的手機(jī)品牌,研究探討社會(huì)化媒體對(duì)青少年購(gòu)買(mǎi)意愿的影響作用,包括品牌信任、品牌形象、在線品牌社群和網(wǎng)絡(luò)口碑等變量;品牌信任和品牌形象的中介作用;年齡的調(diào)節(jié)作用,即社會(huì)化媒體對(duì)青少年和成人購(gòu)買(mǎi)意向的影響差異。為了預(yù)測(cè)青少年的購(gòu)買(mǎi)行為,將其與成年人的購(gòu)買(mǎi)行為進(jìn)行比較,并測(cè)量所需題項(xiàng),同時(shí),因?yàn)楝F(xiàn)在幾乎每個(gè)人都擁有手機(jī),所以本文選擇手機(jī)品牌作為參照調(diào)查... 

【文章來(lái)源】：哈爾濱工業(yè)大學(xué)黑龍江省 211工程院校 985工程院校

【文章頁(yè)數(shù)】：78 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
摘要
Chapter 1 INTRODUCTION
    1.1 Research background
    1.2 Objectives and significance of the research
        1.2.1 Objectives
        1.2.2 Significance of the research
    1.3 Literature review
        1.3.1 Social Media and its influence on Brand Perception and Purchase Intention .. 3
        1.3.2 Differences between adolescents’ and adults’ Purchase Intention influencedby Social Media
        1.3.3 Comments on literature review
    1.4 Main research content and basic study methods
        1.4.1 Main research content
        1.4.2 Basic study methods
        1.4.3 Research technology roadmap
Chapter 2. THEORETICAL ANALYSIS AND HYPOTHESESDEVELOPMENT
    2.1 Description of adolescents’ and adults’ consumer behavior
        2.1.1 Characteristics of adolescents and their consumer behavior
        2.1.2 Characteristics of adults and their consumer behavior
        2.1.3 Comparative analysis of adolescents and adults and theirconsumer behavior
    2.2 Hypotheses development of adolescents’ perception of the Effect of Brandinfluenced by Social Media
        2.2.1 The effect of Brand Trust influenced by Social Media on adolescents’ Purchase Intention
        2.2.2 The effect of Brand Image influenced by Social Media on adolescents’ Purchase Intention
        2.2.3 The effect of Online Brand Community influenced by Social Media onadolescents’ Purchase Intention
        2.2.4 The effect of eWOM influenced by Social Media on adolescents’ PurchaseIntention
        2.2.5 The differences between adolescents’ and adults’ perception of the Effect ofBrand Influenced by Social Media
    2.3 Chapter summary
Chapter 3 RESEARCH DESIGN AND DATA ANALYSIS
    3.1 Data collection
    3.2 Measurement
        3.2.1 Measurement of adolescents and adults’ Purchase Intention
        3.2.2 Measurement of the Effect of Brand influenced by Social Media
    3.3 Reliability, validity, and common bias
        3.3.1 Reliability analysis
        3.3.2 Validity
        3.3.3 Common bias
        3.3.4 Correlation analysis
    3.4 Statistical results
        3.4.1 Relationships between Brand Image, Brand Trust, Online Brand Community, and eWOM influenced by Social Media and adolescents Purchase intention
        3.4.2 The mediating effect of Brand Trust influenced by Social Media and BrandImage influenced by Social Media
        3.4.3 Different influence of Social Media on adolescents and adults’ perception ofThe Effect of Brand
    3.5 Discussion
    3.6 Chapter summary
Chapter 4 RECOMMENDATIONS TO PROMOTE ADOLESCENTS’ PURCHASE INTENTION
    4.1 To develop Brand Trust strategy in Social Media
    4.2 To develop Brand Image strategy in Social Media
    4.3 To develop Online Brand Community strategy in Social Media
    4.4 To develop eWOM strategy in Social Media
    4.5 Chapter summary
CONCLUSION
REFERENCES
APPENDIX
ACKNOWLEDGEMENT
RESUME



本文編號(hào)：2989050