本文選題：微博營銷　切入點：消費者購買意愿　出處：《沈陽理工大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著科技的迅猛發(fā)展和互聯(lián)網(wǎng)的高度普及，傳統(tǒng)的消費模式已經(jīng)與當下的實際消費模式產(chǎn)生了很大差別。微博作為新興媒體，以其信息字數(shù)少、內容風格多變、信息輻射范圍廣、傳播速度快等特點，從2006年產(chǎn)生至今贏得了大批網(wǎng)絡使用者的青睞。企業(yè)借助互聯(lián)網(wǎng)進行營銷活動，特別是借助微博作為營銷平臺，是順應時代發(fā)展的必然趨勢，因此研究微博營銷模式在當下是很有必要的。 本文在回顧當前研究學者的理論研究的基礎上，以微博營銷為研究對象，通過深度訪談以及調研問卷的形式研究了微博營銷對消費者購買意愿的影響。論文首先探究得出了影響消費者購買意愿的微博營銷因子，據(jù)此以TAM技術接受模型為基礎，將營銷因子同感知利益、感知風險、感知與預期價值匹配程度這三個中間變量以及消費者的購買意愿共同建立了關系模型。并通過描述性統(tǒng)計分析、探索性因子分析、結構方程模型以及方差分析等分析方法進行實證分析和假設驗證。 實證研究結果表明：在微博營銷因子中，消費者的信息需求相關性對消費者購買意愿的影響最大，互動性對消費者購買意愿的影響最弱。四個微博營銷因子既通過感知利益、感知與預期價值匹配程度間接影響消費者購買意愿，，也通過感知風險、感知與預期價值匹配程度間接影響消費者購買意愿。最后筆者根據(jù)實證結果對當前企業(yè)的微博營銷提出了相關建議。
[Abstract]:With the rapid development of science and technology and the high popularity of the Internet, the traditional consumption pattern has been very different from the current actual consumption mode. Since 2006, it has won the favor of a large number of network users. Enterprises use the Internet to carry out marketing activities, especially with Weibo as the marketing platform. It is an inevitable trend to conform to the development of the times, so it is necessary to study Weibo's marketing model at present. On the basis of reviewing the theoretical research of current research scholars, this paper takes Weibo marketing as the research object. Through in-depth interviews and questionnaires, this paper studies the influence of Weibo marketing on consumers' willingness to buy. Firstly, the paper explores the Weibo marketing factors that affect consumers' willingness to buy. Based on the TAM technology acceptance model, this paper studies the influence of Weibo marketing on consumers' purchase intention. The relationship model is established with the three intermediate variables of marketing factor, perceived interest, perceived risk, perceived and expected value matching degree, as well as the consumer's purchase intention, and through descriptive statistical analysis, exploratory factor analysis. The structural equation model and variance analysis are used to analyze and verify the hypothesis. The empirical results show that: among Weibo's marketing factors, the correlation of consumers' information demand has the greatest influence on consumers' willingness to buy, while interactivity has the weakest effect on consumers' willingness to buy. The degree of perceived and expected value matching indirectly affects consumers' willingness to buy, and also through perceived risk, The degree of perceived and expected value matching indirectly affects consumers' willingness to buy. Finally, the author puts forward some suggestions on Weibo's marketing according to the empirical results.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.55

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相關期刊論文 前1條

1 陶永明;;問卷調查法應用中的注意事項[J];中國城市經(jīng)濟;2011年20期

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