網(wǎng)絡公益營銷對公眾態(tài)度影響的實證研究
發(fā)布時間：2018-08-13 14:02
【摘要】：公益營銷作為近些年來較為新穎的營銷方式受到企業(yè)的青睞,出現(xiàn)在網(wǎng)絡上的公益營銷也如雨后春筍般涌現(xiàn)。目前,關(guān)于公益營銷在網(wǎng)絡中的應用研究大多集中在購物平臺捐贈、網(wǎng)絡廣告宣傳等方面,缺少對網(wǎng)絡公益營銷活動機理的深入剖析。本文認為針對單一企業(yè)的某項網(wǎng)絡公益營銷活動進行的研究很難全面概括網(wǎng)絡公益營銷活動的總體特點,因此,需要從整體角度對網(wǎng)絡公益營銷與傳統(tǒng)線下公益營銷做出有效區(qū)分。傳統(tǒng)的公益營銷活動研究側(cè)重于公眾的購買意向或行為,而網(wǎng)絡公益營銷側(cè)重于公眾參與,通過公眾參與,公眾對企業(yè)產(chǎn)生積極印象,進而為企業(yè)帶來收益。企業(yè)所關(guān)心的是提高網(wǎng)絡公益營銷效果,即網(wǎng)絡公益營銷中如何吸引更多的人參與網(wǎng)絡公益活動。分析網(wǎng)絡公益營銷與傳統(tǒng)線下公益營銷相比的突出特點,這些特點是否會影響公眾對公益事件的認知參與,通過公眾參與進而影響公眾對企業(yè)的態(tài)度。本文通過文獻閱讀,深入剖析了網(wǎng)絡公益營銷活動的作用機理,總結(jié)網(wǎng)絡公益營銷活動的總體特征,歸納出互動性、信息呈現(xiàn)方式多樣、便利性等幾個網(wǎng)絡公益營銷的突出特征。結(jié)合技術(shù)接受模型、說服性傳播等理論,從信源、信道、信宿三方面歸納出信息呈現(xiàn)、主觀規(guī)范、互動性和便利性對公眾參與產(chǎn)生影響;結(jié)合作用機理提出企業(yè)與公益事業(yè)的契合度會影響公眾參與與公眾態(tài)度之間的關(guān)系。本文在理論論證的基礎(chǔ)上輔以實證分析,驗證了以參與為中介,以企業(yè)與公益事業(yè)契合度為調(diào)節(jié)的理論模型。對參與過網(wǎng)絡公益營銷活動的公眾發(fā)放問卷,共收集有效問卷562份,采用SPSS和AMOS軟件對樣本數(shù)據(jù)進行信效度分析,結(jié)構(gòu)方程模型對各假設進行檢驗,以AMOS中Bootstrap方法驗證中介效應和Multi group分組方法進行調(diào)節(jié)效應驗證。在理論分析和實證研究的基礎(chǔ)上,得出本研究的結(jié)論:公眾參與對公眾對企業(yè)的態(tài)度產(chǎn)生正向影響;網(wǎng)絡公益營銷中互動性、信息呈現(xiàn)、主觀規(guī)范和便利性會對公眾參與產(chǎn)生正向影響;公眾參與在互動性、信息呈現(xiàn)、主觀規(guī)范、便利性與企業(yè)態(tài)度中起到了中介作用;公益事業(yè)與企業(yè)的契合程度在公眾參與和企業(yè)態(tài)度中起到了正向調(diào)節(jié)作用。因此,企業(yè)應在網(wǎng)絡公益營銷活動中應進行有效的信息傳播,與公眾進行良性互動,加強對公益事件信息的跟蹤,完整性和及時性的報道,使公眾加深對公益事件的印象,進而影響公眾對企業(yè)的態(tài)度。本研究的結(jié)論為以后的相關(guān)研究提供一定的借鑒意義,對企業(yè)的網(wǎng)絡公益營銷活動有一定的啟示作用。
[Abstract]:As a relatively novel marketing method in recent years, public welfare marketing has been favored by enterprises. At present, most of the research on the application of public welfare marketing in the network is focused on shopping platform donation, network advertising and so on, lacking of in-depth analysis of the mechanism of network public welfare marketing activities. This paper holds that it is difficult to generalize the overall characteristics of a network public welfare marketing activity in a single enterprise, therefore, it is difficult to summarize the overall characteristics of the network public welfare marketing activity. We need to make an effective distinction between the network public welfare marketing and the traditional offline public welfare marketing from the whole angle. Traditional research on public welfare marketing activities focuses on the purchase intention or behavior of the public, while network public marketing focuses on public participation. Through public participation, the public has a positive impression on the enterprise and then brings profit to the enterprise. Enterprises are concerned about how to attract more people to participate in network public welfare activities in order to improve the effect of network public welfare marketing. This paper analyzes the prominent characteristics of network public welfare marketing compared with traditional offline public welfare marketing, and whether these characteristics will affect the public's cognitive participation in public welfare events, and the public's attitude towards enterprises through public participation. By reading the literature, this paper analyzes the mechanism of network public welfare marketing activities, summarizes the overall characteristics of network public welfare marketing activities, concludes the interactive, information presentation of a variety of ways, Convenience and so on several network public welfare marketing prominent characteristic. Based on the theory of technology acceptance model and persuasive communication, information presentation, subjective norms, interactivity and convenience have an impact on public participation from three aspects: information source, channel and communication. The relationship between public participation and public attitude is influenced by the degree of agreement between enterprises and public welfare. On the basis of theoretical argumentation and empirical analysis, this paper verifies the theoretical model with participation as the intermediary and the degree of agreement between enterprises and public welfare undertakings as the adjustment. A total of 562 valid questionnaires were collected from the public who participated in the network public welfare marketing activities. The reliability and validity of the sample data were analyzed by using SPSS and AMOS software. The structural equation model was used to test the hypotheses. The mediation effect was verified by the Bootstrap method in AMOS and the adjustment effect was verified by the Multi group grouping method. On the basis of theoretical analysis and empirical research, the conclusions of this study are as follows: public participation has a positive impact on public attitudes towards enterprises; Subjective norms and convenience have a positive impact on public participation, public participation plays an intermediary role in interaction, information presentation, subjective norms, convenience and enterprise attitude. The degree of conformity between public welfare and enterprise plays a positive role in public participation and enterprise attitude. Therefore, the enterprise should carry on the effective information dissemination in the network public welfare marketing activity, carries on the benign interaction with the public, strengthens to the public welfare event information tracking, the integrity and the timeliness report, causes the public to deepen the impression to the public welfare event, And then affect the public attitude towards business. The conclusion of this study provides some reference for the related research, and has some enlightening effect on the enterprise's network commonweal marketing activities.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
本文編號：2181203
[Abstract]:As a relatively novel marketing method in recent years, public welfare marketing has been favored by enterprises. At present, most of the research on the application of public welfare marketing in the network is focused on shopping platform donation, network advertising and so on, lacking of in-depth analysis of the mechanism of network public welfare marketing activities. This paper holds that it is difficult to generalize the overall characteristics of a network public welfare marketing activity in a single enterprise, therefore, it is difficult to summarize the overall characteristics of the network public welfare marketing activity. We need to make an effective distinction between the network public welfare marketing and the traditional offline public welfare marketing from the whole angle. Traditional research on public welfare marketing activities focuses on the purchase intention or behavior of the public, while network public marketing focuses on public participation. Through public participation, the public has a positive impression on the enterprise and then brings profit to the enterprise. Enterprises are concerned about how to attract more people to participate in network public welfare activities in order to improve the effect of network public welfare marketing. This paper analyzes the prominent characteristics of network public welfare marketing compared with traditional offline public welfare marketing, and whether these characteristics will affect the public's cognitive participation in public welfare events, and the public's attitude towards enterprises through public participation. By reading the literature, this paper analyzes the mechanism of network public welfare marketing activities, summarizes the overall characteristics of network public welfare marketing activities, concludes the interactive, information presentation of a variety of ways, Convenience and so on several network public welfare marketing prominent characteristic. Based on the theory of technology acceptance model and persuasive communication, information presentation, subjective norms, interactivity and convenience have an impact on public participation from three aspects: information source, channel and communication. The relationship between public participation and public attitude is influenced by the degree of agreement between enterprises and public welfare. On the basis of theoretical argumentation and empirical analysis, this paper verifies the theoretical model with participation as the intermediary and the degree of agreement between enterprises and public welfare undertakings as the adjustment. A total of 562 valid questionnaires were collected from the public who participated in the network public welfare marketing activities. The reliability and validity of the sample data were analyzed by using SPSS and AMOS software. The structural equation model was used to test the hypotheses. The mediation effect was verified by the Bootstrap method in AMOS and the adjustment effect was verified by the Multi group grouping method. On the basis of theoretical analysis and empirical research, the conclusions of this study are as follows: public participation has a positive impact on public attitudes towards enterprises; Subjective norms and convenience have a positive impact on public participation, public participation plays an intermediary role in interaction, information presentation, subjective norms, convenience and enterprise attitude. The degree of conformity between public welfare and enterprise plays a positive role in public participation and enterprise attitude. Therefore, the enterprise should carry on the effective information dissemination in the network public welfare marketing activity, carries on the benign interaction with the public, strengthens to the public welfare event information tracking, the integrity and the timeliness report, causes the public to deepen the impression to the public welfare event, And then affect the public attitude towards business. The conclusion of this study provides some reference for the related research, and has some enlightening effect on the enterprise's network commonweal marketing activities.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
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