本文選題：微信公眾號(hào)類(lèi)型　切入點(diǎn)：意見(jiàn)領(lǐng)袖　出處：《武漢大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：網(wǎng)絡(luò)技術(shù)的革新、移動(dòng)通信技術(shù)的發(fā)展和移動(dòng)智能終端的普及促進(jìn)了自媒體平臺(tái)的蓬勃發(fā)展。2012年8月23日,微信公眾平臺(tái)上線之后,憑借著其獨(dú)特的優(yōu)勢(shì),迅速替代微博,成為了當(dāng)下最為主流的自媒體平臺(tái)。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(kāi)始大量轉(zhuǎn)移到微信公眾平臺(tái),因?yàn)槲⑿殴娖脚_(tái)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(chéng)和易于管理的粉絲群體。這也使得這部分微信公眾號(hào)具備了營(yíng)銷(xiāo)價(jià)值。由于擁有龐大的用戶數(shù)量和社交屬性,而對(duì)于企業(yè)來(lái)講,微信公眾平臺(tái)是一個(gè)非常好的展現(xiàn)產(chǎn)品或服務(wù),進(jìn)行促銷(xiāo)活動(dòng),獲得精準(zhǔn)用戶的平臺(tái)。也為其實(shí)現(xiàn)與用戶的互動(dòng)和商品售賣(mài)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(hào)。因此,本研究將微信公眾號(hào)分為兩類(lèi)。一類(lèi)是品牌公眾號(hào),是指由企業(yè)注冊(cè),以推送本品牌的產(chǎn)品或服務(wù)信息、促銷(xiāo)活動(dòng)等營(yíng)銷(xiāo)信息為目的的微信公眾號(hào),其多為微信服務(wù)號(hào),也有部分訂閱號(hào)。一類(lèi)是非品牌公眾號(hào),是指由個(gè)人、組織或企業(yè)注冊(cè),推送資訊、娛樂(lè)等多種內(nèi)容的微信公眾號(hào)。本文研究了這兩類(lèi)微信公眾號(hào)在營(yíng)銷(xiāo)效果上的差異,以及微信公眾號(hào)的信息特征和消費(fèi)者個(gè)人的消費(fèi)決策風(fēng)格的影響作用。本研究采用了文獻(xiàn)研究、深度訪談與問(wèn)卷調(diào)查相結(jié)合的研究方法。通過(guò)文獻(xiàn)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(fèi)決策風(fēng)格兩類(lèi)影響因素。再通過(guò)問(wèn)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(duì)問(wèn)卷數(shù)據(jù)進(jìn)行分析。研究結(jié)果顯示,相比于品牌公眾號(hào),非品牌公眾號(hào)更容易成為消費(fèi)者的意見(jiàn)領(lǐng)袖,更容易獲得消費(fèi)者的信任,更容易激發(fā)消費(fèi)者的購(gòu)買(mǎi)意愿;意見(jiàn)領(lǐng)袖作用對(duì)于公眾號(hào)類(lèi)型和信任度之間的關(guān)系具有顯著的中介效應(yīng);信任對(duì)于意見(jiàn)領(lǐng)袖作用和購(gòu)買(mǎi)意愿之間的關(guān)系具有顯著的中介效應(yīng);意見(jiàn)領(lǐng)袖作用—信任這一中介鏈對(duì)公眾號(hào)類(lèi)型和購(gòu)買(mǎi)意愿關(guān)系的鏈?zhǔn)街薪樾?yīng)也是顯著的;微信公眾號(hào)的信息特征在意見(jiàn)領(lǐng)袖作用和信任度之間起調(diào)節(jié)作用,微信公眾號(hào)信息的專(zhuān)業(yè)性、互動(dòng)性和新穎趣味性都對(duì)意見(jiàn)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(fèi)者的消費(fèi)決策風(fēng)格對(duì)不同類(lèi)型的微信公眾號(hào)與意見(jiàn)領(lǐng)袖作用之間的關(guān)系具有負(fù)向調(diào)節(jié)作用,對(duì)于意見(jiàn)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206-F

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