本文選題：服裝企業(yè)微博　切入點(diǎn)：用戶行為　出處：《浙江理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著微博快速發(fā)展，微博營銷在全世界范圍內(nèi)迅速崛起，越來越多的服裝企業(yè)致力于微博營銷，雖然很多專家學(xué)者致力于微博營銷特點(diǎn)和策略的研究，卻忽視了企業(yè)微博平臺(tái)和用戶行為的研究，平臺(tái)屬性、發(fā)布方式、微博受眾是企業(yè)微博平臺(tái)內(nèi)容中與用戶行為相關(guān)聯(lián)的三個(gè)方面，因此，服裝企業(yè)微博平臺(tái)對(duì)用戶行為影響的研究對(duì)微博營銷的開展具有重大意義。本文以某服裝企業(yè)微博平臺(tái)作為案例分析對(duì)象，基于TAM理論對(duì)影響用戶行為的服裝企業(yè)平臺(tái)屬性、發(fā)布方式、微博受眾進(jìn)行研究，為服裝企業(yè)提供良好的微博平臺(tái)策略。 筆者通過文獻(xiàn)查閱、深度訪談及對(duì)服裝企業(yè)微博平臺(tái)的研究，構(gòu)建企業(yè)微博平臺(tái)技術(shù)接受模型，該模型基于TAM理論用于解釋用戶對(duì)新信息技術(shù)的接受程度。通過TAM理論研究企業(yè)微博平臺(tái)對(duì)用戶行為的影響因素，將用戶行為劃分為認(rèn)知度、滿意度、參與度、轉(zhuǎn)化率四個(gè)維度，并結(jié)合某服裝企業(yè)微博平臺(tái)屬性、發(fā)布方式、微博受眾的觀察數(shù)據(jù)對(duì)用戶行為進(jìn)行分析�；谀Ｐ驮O(shè)計(jì)企業(yè)微博平臺(tái)對(duì)用戶行為影響的問卷，利用SPSS19.0進(jìn)行數(shù)據(jù)分析，，先采用信效度分析、主成分分析、線性回歸分析對(duì)模型進(jìn)行驗(yàn)證，再通過描述性統(tǒng)計(jì)分析、方差分析、相關(guān)分析和交叉分析，得出企業(yè)微博平臺(tái)屬性、發(fā)布方式、微博受眾對(duì)用戶行為的影響，主要結(jié)論如下：（1）認(rèn)知度：用戶對(duì)平臺(tái)屬性、發(fā)布方式、微博受眾的認(rèn)知水平較為一致，認(rèn)知水平與性別和年齡無關(guān)。用戶最熟悉的微博屬性是微博內(nèi)容，版塊是微博動(dòng)態(tài)，應(yīng)用是微話題，個(gè)性化平臺(tái)是官方網(wǎng)站或店鋪鏈接，微博受眾是粉絲。（2）滿意度：用戶對(duì)服裝企業(yè)微博平臺(tái)屬性、發(fā)布方式、微博受眾的滿意度不同。用戶最滿意的表達(dá)方式是服裝圖片與文字相結(jié)合，最滿意的內(nèi)容形式是服裝產(chǎn)品信息，最滿意有名人明星參與的服裝企業(yè)微博。（3）參與度：用戶參與服裝企業(yè)微博平臺(tái)的意愿不同。用戶參與微博時(shí)間不固定；與男性相比，女性的參與意愿更大；參與的信息渠道是企業(yè)粉絲；參與社會(huì)熱點(diǎn)可以增加粉絲和點(diǎn)擊率；愿意參與與服裝產(chǎn)品相關(guān)的微話題。（4）轉(zhuǎn)化率：用戶參與服裝企業(yè)微博平臺(tái)的行為有利于轉(zhuǎn)化為消費(fèi)者，其中愿意參與個(gè)性化平臺(tái)和接受平臺(tái)推薦的用戶更易轉(zhuǎn)化成消費(fèi)者，關(guān)注企業(yè)粉絲的用戶更易成為企業(yè)微博粉絲。 根據(jù)研究結(jié)論，對(duì)服裝企業(yè)微博提出關(guān)于平臺(tái)屬性、發(fā)布方式、微博受眾的平臺(tái)策略，為服裝企業(yè)微博平臺(tái)管理和策略研究提供建議。
[Abstract]:With the rapid development of Weibo and the rapid rise of Weibo marketing all over the world, more and more garment enterprises are devoting themselves to Weibo marketing, although many experts and scholars have devoted themselves to the study of the characteristics and strategies of Weibo marketing. However, it ignores the research of Weibo platform and user behavior, the platform attribute, the way of publishing, the audience of Weibo is the three aspects related to user behavior in the content of the platform of Weibo, therefore, The research on the influence of Weibo platform on user behavior is of great significance to the development of Weibo marketing. In this paper, a garment enterprise Weibo platform is taken as a case study object, and based on the TAM theory, the clothing enterprise platform attributes that affect the user behavior are analyzed. Release way, Weibo audience carries on research, for clothing enterprise provides a good Weibo platform strategy. Based on literature review, in-depth interview and the research on Weibo platform of garment enterprises, the author constructs a technological acceptance model for the platform of Weibo. Based on TAM theory, this model is used to explain the acceptance of new information technology. Based on the TAM theory, the paper studies the influencing factors of user behavior on Weibo platform, and classifies user behavior into recognition, satisfaction and participation. The conversion rate is four dimensions, combined with Weibo platform attribute, publishing mode, the audience's observation data to analyze the user behavior. Based on the model, the paper designs the questionnaire on the influence of the platform on the user behavior. Using SPSS19.0 to analyze the data, we first use reliability and validity analysis, principal component analysis, linear regression analysis to verify the model, then through descriptive statistical analysis, variance analysis, correlation analysis and cross-analysis, we get Weibo platform attribute. The main conclusions are as follows: the cognition of the user to the platform attribute, the way of release, and the cognitive level of the audience of Weibo are consistent. Cognitive level has nothing to do with gender and age. The most familiar attribute of Weibo to the user is Weibo content, the section is the Weibo dynamic, the application is a micro-topic, and the personalized platform is an official website or shop link. Weibo's audience is a fan. 2) satisfaction: users have different satisfaction with the clothing enterprise Weibo's platform attributes, publishing methods and Weibo audience's satisfaction. The most satisfying expression of users is the combination of clothing pictures and words. The most satisfied content form is clothing product information, and the most satisfied clothing enterprise Weibo. Xi 3 is most satisfied with the participation of celebrity stars: users have different willingness to participate in the clothing enterprise Weibo platform. The time of user participation in Weibo is not fixed; compared with men, Female participation is more willing to participate, the information channel of participation is enterprise fans, participation in social hot spots can increase fan and click rate; Willing to participate in micro-topics related to clothing products. Conversion rate: the behavior of users participating in Weibo platform of garment enterprises is beneficial to the transformation into consumers, among which users who are willing to participate in personalized platforms and accept platform recommendations are more likely to become consumers. The user who pays attention to the enterprise fan is easy to become the enterprise Weibo fan. According to the conclusion of the research, this paper puts forward the platform strategy of the clothing enterprise Weibo about the platform attribute, the way of release, the audience of Weibo, and provides suggestions for the platform management and strategy research of the clothing enterprise.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;G206

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本文編號(hào)：1618192