本文選題：微信公眾號類型　切入點：意見領(lǐng)袖　出處：《武漢大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：網(wǎng)絡(luò)技術(shù)的革新、移動通信技術(shù)的發(fā)展和移動智能終端的普及促進了自媒體平臺的蓬勃發(fā)展。2012年8月23日,微信公眾平臺上線之后,憑借著其獨特的優(yōu)勢,迅速替代微博,成為了當下最為主流的自媒體平臺。具有持續(xù)的高質(zhì)量的內(nèi)容生產(chǎn)能力的內(nèi)容生產(chǎn)者開始大量轉(zhuǎn)移到微信公眾平臺,因為微信公眾平臺為他們提供了更好的內(nèi)容創(chuàng)作和呈現(xiàn)形式,在社交環(huán)境下的更有效的內(nèi)容傳播渠道,以及更忠誠和易于管理的粉絲群體。這也使得這部分微信公眾號具備了營銷價值。由于擁有龐大的用戶數(shù)量和社交屬性,而對于企業(yè)來講,微信公眾平臺是一個非常好的展現(xiàn)產(chǎn)品或服務(wù),進行促銷活動,獲得精準用戶的平臺。也為其實現(xiàn)與用戶的互動和商品售賣提供了新的可能性。到目前為止,大多數(shù)企業(yè)都擁有自己的微信公眾號。因此,本研究將微信公眾號分為兩類。一類是品牌公眾號,是指由企業(yè)注冊,以推送本品牌的產(chǎn)品或服務(wù)信息、促銷活動等營銷信息為目的的微信公眾號,其多為微信服務(wù)號,也有部分訂閱號。一類是非品牌公眾號,是指由個人、組織或企業(yè)注冊,推送資訊、娛樂等多種內(nèi)容的微信公眾號。本文研究了這兩類微信公眾號在營銷效果上的差異,以及微信公眾號的信息特征和消費者個人的消費決策風格的影響作用。本研究采用了文獻研究、深度訪談與問卷調(diào)查相結(jié)合的研究方法。通過文獻研究和深度訪談形成基本的研究思路,并篩選出信息特征和消費決策風格兩類影響因素。再通過問卷調(diào)查的方法獲得了 469位大學(xué)生的相關(guān)數(shù)據(jù),使用SPSS23.0軟件對問卷數(shù)據(jù)進行分析。研究結(jié)果顯示,相比于品牌公眾號,非品牌公眾號更容易成為消費者的意見領(lǐng)袖,更容易獲得消費者的信任,更容易激發(fā)消費者的購買意愿;意見領(lǐng)袖作用對于公眾號類型和信任度之間的關(guān)系具有顯著的中介效應(yīng);信任對于意見領(lǐng)袖作用和購買意愿之間的關(guān)系具有顯著的中介效應(yīng);意見領(lǐng)袖作用—信任這一中介鏈對公眾號類型和購買意愿關(guān)系的鏈式中介效應(yīng)也是顯著的;微信公眾號的信息特征在意見領(lǐng)袖作用和信任度之間起調(diào)節(jié)作用,微信公眾號信息的專業(yè)性、互動性和新穎趣味性都對意見領(lǐng)袖作用和信任之間的關(guān)系有正向調(diào)節(jié)作用;消費者的消費決策風格對不同類型的微信公眾號與意見領(lǐng)袖作用之間的關(guān)系具有負向調(diào)節(jié)作用,對于意見領(lǐng)袖作用與信任度之間的關(guān)系具有正向調(diào)節(jié)作用。
[Abstract]:The innovation of network technology, the development of mobile communication technology and the popularization of mobile intelligent terminal promote the vigorous development of self-media platform. In August 23rd 2012, after the public platform of WeChat was launched, it quickly replaced Weibo with its unique advantages. Content producers with sustained high quality content production capacity began to move in large numbers to WeChat's public platform. Because the WeChat public platform provides them with a better form of content creation and presentation, a more effective channel for content dissemination in a social environment, And a more loyal and manageable fan base. This also gives this part of WeChat Official account a marketing value. Because of its huge number of users and social attributes, and for companies, WeChat Public platform is a very good platform for displaying products or services, promoting activities, getting accurate users. It also offers new possibilities for its interaction with users and the sale of goods. Most enterprises have their own WeChat Official account. Therefore, this study classifies the WeChat Official account into two categories. One is the brand Official account, which refers to the product or service information registered by the enterprise in order to push the brand. Promotion activities and other marketing information for the purpose of WeChat Official account, most of the WeChat Service account, but also some Subscription account. One is the non-brand Subscription account, refers to individuals, organizations or enterprises registered, push the information, Official account of WeChat, entertainment and other content. This paper studies the difference in marketing effect between the two types of WeChat Official account. As well as the information characteristics of WeChat Official account and the influence of consumer's individual consumption decision style. The research method of combination of in-depth interview and questionnaire survey. Through literature research and in-depth interview to form the basic research ideas, The information characteristics and consumption decision style were screened out. The data of 469 college students were obtained by questionnaire, and the data of the questionnaire were analyzed by SPSS23.0 software. The results showed that, Compared with brand Official account, non-brand Official account is more likely to become consumer opinion leaders, more easily to obtain consumer trust, more likely to stimulate consumer willingness to buy; The role of opinion leader has a significant intermediary effect on the relationship between Official account type and trust, trust on the relationship between opinion leader role and purchase intention, and trust has significant intermediary effect on the relationship between Official account type and trust degree. The chain of opinion leadership-trust is also significant in the relationship between Official account's type and willingness to buy, and the information characteristics of Official account play an important role in regulating the relationship between opinion leadership and trust. The professional, interactive and new interest of Official account information on WeChat has a positive effect on the relationship between opinion leadership and trust. The consumer's consumption decision style has a negative effect on the relationship between different types of WeChat Official account and opinion leadership, and a positive regulation on the relationship between opinion leadership and trust.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206-F

【參考文獻】

相關(guān)期刊論文 前10條

1 張麗麗;;企業(yè)微信營銷的發(fā)展困境及對策研究[J];中國商論;2016年35期

2 溫亞平;王志遙;許安心;潘邦貴;;微信營銷對百貨消費者購買意愿的實證研究[J];特區(qū)經(jīng)濟;2016年06期

3 劉錦宏;安珍珍;徐麗芳;;MOOC用戶使用意愿影響因素實證研究[J];高等教育研究;2015年11期

4 方天X;楊麗雪;趙英英;;企業(yè)微信營銷中信息質(zhì)量及風險承擔對消費者購買意愿的影響[J];對外經(jīng)貿(mào);2015年11期

5 匡文波;;基于技術(shù)接受模型的微信使用行為研究[J];國際新聞界;2015年10期

6 陳紅艷;;網(wǎng)購者自我概念與消費決策風格的關(guān)系[J];中國健康心理學(xué)雜志;2015年08期

7 王晨旭;管曉宏;秦濤;周亞東;;微博消息傳播中意見領(lǐng)袖影響力建模研究[J];軟件學(xué)報;2015年06期

8 李敏;劉江;;基于SWOT分析的企業(yè)微信營銷策略[J];中北大學(xué)學(xué)報(社會科學(xué)版);2015年02期

9 楊娜;黃雙;;餐飲企業(yè)微信營銷存在的問題及對策研究[J];對外經(jīng)貿(mào);2015年04期

10 姜新;宋子鵬;;微信營銷的價值及其運用策略管理[J];管理觀察;2015年03期

相關(guān)博士學(xué)位論文 前5條

1 楊，

本文編號：1619540