發(fā)布時間：2018-06-03 02:05

  本文選題：微信 + 公眾平臺�。� 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著移動互聯(lián)網(wǎng)的快速興起,微信已經(jīng)成為了幾乎每一個智能手機(jī)用戶都在使用一種社交工具,由于騰訊公司提供了一個點(diǎn)對點(diǎn)進(jìn)行信息傳播的平臺,也就是微信的公眾平臺,因此越來越多的企業(yè)和品牌選擇在微信建立自己的公眾平臺來作為網(wǎng)絡(luò)營銷的重要工具。企業(yè)推廣自己的公眾平臺主要依靠向關(guān)注者推送鏈接,但是如何增加關(guān)注者,是企業(yè)最關(guān)心的問題。通過閱讀推送消息的微信用戶向自己的社交范圍分享是一個非常高效且重要的途徑,因此探究微信用戶在分享公眾平臺推送內(nèi)容時的心理動機(jī)和分享行為影響因素就成了值得探討的重要問題,本文將從這個角度出發(fā)進(jìn)行探究。本文采用理論和實(shí)踐相結(jié)合的方法。首先對各種不同的信息媒介、網(wǎng)絡(luò)平臺等內(nèi)容分享的研究狀況進(jìn)行了分析和總結(jié),包括對傳統(tǒng)媒體到社交平臺以及微信平臺在內(nèi)的各種工具的文獻(xiàn)進(jìn)行了綜述和評價,根據(jù)前人的研究成果,尤其是對網(wǎng)絡(luò)分享相關(guān)問題影響因素所使用的研究模型的一般特點(diǎn)進(jìn)行了歸納,以微信用戶作為信息受眾的需求為基礎(chǔ),結(jié)合了經(jīng)典的使用滿足理論并輔助以媒介豐富度的理論,將用戶的動機(jī)因素分成了信息需求、認(rèn)同需求、利他需求、娛樂需求、利益需求這五個維度,分別提出了對微信內(nèi)容分享行為影響的假設(shè),建立了理論模型。本研究采用了選取特定的公眾賬號向微信用戶推送網(wǎng)絡(luò)問卷的調(diào)查方式進(jìn)行了數(shù)據(jù)收集工作。運(yùn)用SPSS軟件進(jìn)行了數(shù)據(jù)的信度和效度分析,利用Warp PLS軟件分析了結(jié)構(gòu)方程的擬合程度和路徑系數(shù)檢驗(yàn)。最終對整個研究的結(jié)果進(jìn)行了分析和討論。研究結(jié)果表明,在分化的五個維度中,信息需求這一動機(jī)因素對微信用戶內(nèi)容分享行為的影響不顯著;其余的自我認(rèn)同需求、娛樂需求、利他需求、利益需求都對微信用戶參與公眾平臺內(nèi)容分享的行為有顯著的正向影響。此外,媒介豐富度對于信息需求、自我認(rèn)同需求、利他需求和娛樂需求的滿足度都有正向的影響作用,進(jìn)而影響用戶的微信公眾平臺內(nèi)容分享意愿。
[Abstract]:With the rapid rise of the mobile Internet, WeChat has become a social tool for almost every smartphone user, with Tencent providing a peer-to-peer platform for information dissemination, known as WeChat's public platform. Therefore, more and more enterprises and brands choose to set up their own public platform in WeChat as an important tool of network marketing. Enterprises promote their own public platform mainly rely on pushing links to followers, but how to increase followers is the most concerned issue. WeChat users who read push messages are a very effective and important way to share them with their social range. Therefore, exploring the psychological motivation and the influence factors of sharing behavior of WeChat users in sharing content on the public platform has become an important issue worth discussing. This paper will explore from this perspective. This paper adopts the method of combining theory with practice. Firstly, it analyzes and summarizes the research status of different information media, network platform and other content sharing, including the literature review and evaluation of traditional media, social platform and WeChat platform. According to the previous research results, especially the general characteristics of the research model used to influence the problems related to network sharing, this paper summarizes the general characteristics of the research model, which is based on the needs of WeChat users as the information audience. Combining the classical theory of use satisfaction with the theory of media richness, the motivation factors of users are divided into five dimensions: information demand, identity demand, altruistic demand, entertainment demand and interest demand. The hypothesis of the influence of WeChat content sharing behavior is put forward, and the theoretical model is established. In this study, we selected a specific public account to push the network questionnaire to WeChat users for data collection. The reliability and validity of the data were analyzed by SPSS software, and the fitting degree and path coefficient test of structural equation were analyzed by Warp PLS software. Finally, the results of the whole study are analyzed and discussed. The results show that, in the five dimensions of differentiation, the motivation factor of information demand has no significant effect on the content sharing behavior of WeChat users; the rest of the self-identification needs, entertainment needs, altruistic needs, the rest of the self-identification needs, entertainment needs, altruistic needs, Interest demand has a significant positive impact on the behavior of WeChat users participating in public platform content sharing. In addition, media richness has a positive effect on the satisfaction of information demand, self-identification demand, altruistic demand and entertainment demand, and then affects users' willingness to share content on WeChat public platform.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;G206-F

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本文編號：1971045