本文關(guān)鍵詞：企業(yè)微博營銷對大學生購買決策的影響研究　出處：《蘇州大學》2015年碩士論文　論文類型：學位論文

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【摘要】：互聯(lián)網(wǎng)的普及迎來了網(wǎng)絡營銷、精準營銷等互聯(lián)網(wǎng)營銷新時代,同樣微博的開啟開辟了微博營銷的新航路。微博作為一種全新的實時社交網(wǎng)絡平臺,不僅僅對人們的溝通交流和社會信息傳播方式產(chǎn)生重大影響,更對企業(yè)的產(chǎn)品營銷和品牌宣傳模式有著深刻的影響。許多商家在微博上積極的進行品牌的宣傳,樹立正面的品牌和企業(yè)形象,培育潛在消費者,甚至直接在微博上進行產(chǎn)品的銷售。學術(shù)界有關(guān)微博的研究從微博誕生之日起就沒有停止過,前期主要集中在傳播學領(lǐng)域,相關(guān)學者研究微博的特點、傳播方式、對人際關(guān)系模式造成的影響等等,后來企業(yè)家和商家開始在微博上進行企業(yè)產(chǎn)品和品牌的宣傳,與此同時有關(guān)微博在商業(yè)領(lǐng)域的應用的學術(shù)研究應運而生。這些學術(shù)文獻從不同角度提出了企業(yè)進行微博營銷的策略和建議,闡述了微博營銷與企業(yè)知名度、品牌美譽度甚至于產(chǎn)品銷量的關(guān)系。本研究在總結(jié)前人有關(guān)網(wǎng)絡營銷、精準營銷和微博營銷等相關(guān)文獻的基礎(chǔ)之上,采用實證方法試圖闡述企業(yè)微博營銷因子與大學生購買決策的關(guān)系。具體來講,本研究通過閱讀相關(guān)文獻和深度訪談,提出假設(shè)并設(shè)計測量量表。根據(jù)測量量表設(shè)計“企業(yè)微博營銷因子與大學生購買決策的關(guān)系”的調(diào)查問卷,在進行大規(guī)模問卷發(fā)放以前,本研究先進行了小規(guī)模的預調(diào)研,以檢測問卷的信度和效度。通過檢測以后,本研究開始大規(guī)模的問卷發(fā)放收集數(shù)據(jù),數(shù)據(jù)分析應用SPSS19.0和AMOS 19.0,內(nèi)容包括信度和效度的檢測、因子分析、相關(guān)性分析、結(jié)構(gòu)方程模型檢驗和中介作用檢驗。本研究取得的成果有:(1)通過深度訪談和文獻查閱借鑒等方法歸納總結(jié)出了企業(yè)微博營銷的六個因子,分別為:信息質(zhì)量、信息真實性、活動營銷、親友參與、互動營銷、意見領(lǐng)袖參與,并得出了企業(yè)微博營銷因子與大學生購買決策的關(guān)系的測量量表。(2)發(fā)現(xiàn)了微博營銷各個因子對大學生的購買決策具有正向的影響作用,在微博營銷各個因子中信息的真實性與大學生認知性品牌態(tài)度沒有顯著的因果關(guān)系,活動營銷與大學生情感性品牌態(tài)度沒有明顯的因果關(guān)系。(3)認知性品牌態(tài)度和情感性品牌態(tài)度在企業(yè)微博營銷各因子和購買決策之間確實起到了中介作用。最后文章根據(jù)研究的結(jié)論,提出了企業(yè)微博在微博信息管理、微博粉絲互動管理、微博活動營銷管理三方面的建議,分析了本研究的局限和研究展望。
[Abstract]:The popularity of the Internet ushered in a new era of Internet marketing, precision marketing and other Internet marketing, and Weibo opened up a new route of Weibo marketing. Weibo as a new real-time social network platform. Not only the communication and communication of people and the way of social information dissemination have a significant impact, but also has a profound impact on the product marketing and brand publicity mode. Many businesses actively promote the brand on Weibo. Establish a positive brand and corporate image, cultivate potential consumers, even directly on Weibo product sales. Academic research on Weibo has not stopped since Weibo was born. In the early stage, it is mainly focused on the field of communication, and relevant scholars study the characteristics of Weibo, the mode of communication, the impact on the interpersonal relationship model and so on. Later, entrepreneurs and businesses began to promote their products and brands on Weibo. At the same time, the academic research on the application of micro-blog in the field of business came into being. These academic documents put forward the strategies and suggestions of micro-blog marketing from different angles, and elaborated micro-blog marketing and enterprise popularity. The relationship between brand reputation and even product sales. This study is based on the previous literature on network marketing, precision marketing and Weibo marketing. The empirical method is used to explain the relationship between Weibo marketing factors and college students' purchase decision. Specifically, this study is based on the reading of relevant literature and in-depth interviews. According to the measurement scale, the questionnaire of "the relationship between enterprise Weibo marketing factor and college students' purchase decision" was designed, before the large-scale questionnaire was issued. In order to test the reliability and validity of the questionnaire, a small scale pre-survey was conducted in this study. After testing, the study began to collect data on a large scale. Data analysis was performed with SPSS19.0 and AMOS 19.0, including reliability and validity test, factor analysis and correlation analysis. Structure equation model test and intermediary function test. The results of this study are: 1) through in-depth interviews and literature review methods summed up the six factors of micro-blog marketing. They are: information quality, information authenticity, activity marketing, relatives and friends participation, interactive marketing, opinion leaders participation. And obtained the enterprise microblog marketing factor and the university student purchase decision relations measurement scale. 2) found that the microblog marketing each factor has the positive influence function to the university student purchase decision. There is no significant causal relationship between the truthfulness of information and the cognitive brand attitude of college students in Weibo marketing. There is no significant causal relationship between activity marketing and affective brand attitude of college students. Cognitive brand attitude and affective brand attitude do play an intermediary role between the factors of enterprise Weibo marketing and purchase decision. This paper puts forward three suggestions of enterprise Weibo in Weibo information management, Weibo fan interaction management, Weibo campaign marketing management, and analyzes the limitations and research prospects of this study.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F274

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本文編號：1429075