本文選題：微信營(yíng)銷　切入點(diǎn)：感知狀況　出處：《福建農(nóng)林大學(xué)》2015年碩士論文

【摘要】：新世紀(jì)以來,互聯(lián)網(wǎng)行業(yè)得到了快速的發(fā)展,特別是近幾年,移動(dòng)互聯(lián)網(wǎng)的發(fā)展速度更是令人驚嘆。而微信這是在這樣的大環(huán)境中迅速成長(zhǎng)的,隨著微信用戶的急劇增加,研究微信營(yíng)銷也顯得越來越重要。如何利用微信營(yíng)銷幫助百貨企業(yè)擺脫困境,如何助其一臂之力是本文研究的重點(diǎn)�；诖�,本文的第一部分主要闡述研究的背景、意義、內(nèi)容、方法、國(guó)內(nèi)外研究概況,難點(diǎn)和創(chuàng)新等是對(duì)全文的概括性的說明；第二部分是微信營(yíng)銷和購(gòu)買意愿相關(guān)因素的研究,說明了微信的發(fā)展歷程、特點(diǎn)、模式以及微信營(yíng)銷的文獻(xiàn)綜述,還有購(gòu)買意愿的影響因素,以及購(gòu)買意愿,感知價(jià)值和信任狀況之間的聯(lián)系和影響；第三部分主要寫了問卷的形成,有變量的選取,研究假設(shè),理論研究模型,還有問卷的設(shè)計(jì)以及預(yù)調(diào)研等內(nèi)容；第四部分是數(shù)據(jù)的分析,對(duì)收集到的數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析,信度分析和效度分析,相關(guān)性分析,在數(shù)據(jù)可信,質(zhì)量有效的前提下,進(jìn)行了回歸分析,最后得出三者之間的相互影響關(guān)系。本文的研究平臺(tái)是微信,研究對(duì)象是微信用戶,中間變量是感知狀況和信任狀況,通過調(diào)查問卷的形式進(jìn)行實(shí)地調(diào)研,運(yùn)用實(shí)證的方法對(duì)購(gòu)買意愿的影響因素、影響程度等進(jìn)行實(shí)證研究,最后得出結(jié)論如下：1、在感知狀況方面,品牌知名度、與用戶的互動(dòng)程度和促銷信息的實(shí)用性與其高度相關(guān)。2、在信任狀況方面,信息質(zhì)量和品牌知名度對(duì)信任情況影響較大,雙方相關(guān)性很強(qiáng),但與用戶的互動(dòng)程度和促銷信息的實(shí)用性與信任情況的相關(guān)性就較低了。3、在購(gòu)買意愿方面,品牌知名度和與用戶的互動(dòng)程度與購(gòu)買意愿的相關(guān)度較高,信息質(zhì)量和促銷信息實(shí)用性的相關(guān)度次之。購(gòu)買意愿和信任狀況呈正相關(guān),而且關(guān)系緊密；感知狀況與購(gòu)買意愿呈正比例關(guān)系,且影響程度較大。
[Abstract]:Since the new century, the Internet industry has been developing rapidly, especially in recent years, the speed of mobile Internet development is even more amazing. WeChat is growing rapidly in such a big environment, with the rapid increase of WeChat users. Research on WeChat marketing is becoming more and more important. How to use WeChat marketing to help department stores get rid of difficulties and how to help them out is the focus of this paper. Based on this, the first part of this paper mainly describes the background and significance of the research. The content, method, domestic and foreign research survey, difficulties and innovation are the general explanation of the full text. The second part is the research on the related factors of WeChat marketing and purchase intention, which explains the development course and characteristics of WeChat. Model and WeChat marketing literature review, as well as the influence factors of purchase intention, perceived value and trust. The third part mainly wrote the form of questionnaire, the selection of variables, the research hypothesis. The fourth part is the analysis of data, including descriptive statistical analysis, reliability analysis and validity analysis, correlation analysis. Under the premise of effective quality, the regression analysis is carried out, and finally the relationship between them is obtained. The research platform of this paper is WeChat, the research object is WeChat user, the intermediate variable is perception and trust. Through the field investigation in the form of questionnaire, using the empirical method to carry on the empirical research to the influence factor of the purchase intention, the influence degree and so on, finally draws the conclusion as follows: 1, in the perception condition aspect, the brand well-known, The degree of interaction with users and the practicability of promotional information are highly related to them. In terms of trust, the quality of information and the popularity of brands have a great impact on the trust situation, and the relationship between the two sides is very strong. However, the correlation between the degree of interaction with users and the practicability of promotional information and trust is lower. In terms of purchase intention, brand awareness and interaction with users have a higher correlation with purchase intention. The relationship between the information quality and the practicability of promotional information is second. The relationship between purchase intention and trust is positive, and the relationship between perceived situation and purchase intention is positive, and the degree of influence is greater.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F721

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