【摘要】：隨著我國智能手機(jī)和移動(dòng)互聯(lián)網(wǎng)的普及程度不斷提高,微信作為移動(dòng)互聯(lián)網(wǎng)使用率最高的社交平臺(tái),也取得巨大的發(fā)展,并被很多商業(yè)企業(yè)作為新型營銷渠道和平臺(tái)。在校大學(xué)生是微信用戶群中的一個(gè)重要部分,也是商業(yè)企業(yè)微信營銷的潛在重要消費(fèi)者。因此,研究哪些因素會(huì)影響到大學(xué)生微信用戶購買意愿,對于通過微信平臺(tái)做推廣和營銷的商業(yè)企業(yè)來說就顯得尤為重要。論文首先回顧了國內(nèi)外微信營銷的研究現(xiàn)狀,然后在對消費(fèi)者行為理論梳理的基礎(chǔ)上,提出理論假設(shè),并繼而構(gòu)建大學(xué)生微信購買意愿研究模型。模型以微信營銷三大營銷方式為自變量,以大學(xué)生用戶感知價(jià)值和感知趣味性為中間變量,大學(xué)生用戶的購買意愿為因變量來對其微信購買意愿展開分析。論文以上述模型為基礎(chǔ),通過問卷調(diào)查收集數(shù)據(jù),展開實(shí)證分析。分析方法上利用spss19.0軟件對回收有效問卷進(jìn)行信度效度分析、相關(guān)性分析和回歸分析,檢驗(yàn)假設(shè)的正確性。實(shí)證結(jié)論包括微信朋友圈營銷和o2o式微信營銷能顯著影響大學(xué)生用戶的感知價(jià)值和感知趣味性,并直接影響大學(xué)生購買意愿;大學(xué)生用戶感知功能價(jià)值和感知趣味性能對大學(xué)生用戶購買意愿產(chǎn)生顯著性影響。最后根據(jù)實(shí)證結(jié)論,提出了對策建議,包括企業(yè)在做微信營銷的時(shí)候?qū)⑴笥讶ι缃换?dòng)式營銷作為微信營銷的重點(diǎn);制定有趣的營銷策略;打造O2O二維碼式微信營銷重塑網(wǎng)絡(luò)口碑效應(yīng);提供有用的產(chǎn)品等。本文的研究有助于擴(kuò)充國內(nèi)外關(guān)于微信的理論研究,豐富營銷學(xué)和消費(fèi)者行為學(xué)的相關(guān)理論,具備一定的理論意義。同時(shí)對商業(yè)企業(yè)利用微信平臺(tái)做營銷和推廣,更好的滿足消費(fèi)者需求提供借鑒;并為大學(xué)生利用微信平臺(tái)進(jìn)行低成本創(chuàng)新創(chuàng)業(yè)提供指導(dǎo),具備一定的實(shí)踐意義。
[Abstract]:With the increasing popularity of smart phones and mobile Internet in China, WeChat, as the social platform with the highest use of mobile Internet, has made great progress, and has been used as a new marketing channel and platform by many commercial enterprises. College students are an important part of WeChat users and potential consumers of WeChat marketing. Therefore, it is very important to study which factors will affect the purchase intention of college students' WeChat users, which is especially important for the commercial enterprises that promote and market through the WeChat platform. Firstly, this paper reviews the current research situation of WeChat marketing at home and abroad, then puts forward the theoretical hypothesis on the basis of combing the consumer behavior theory, and then constructs the research model of college students' WeChat purchase intention. The model takes the three marketing methods of WeChat marketing as independent variables, takes the perceived value and perceived interest of university students as the intermediate variable, and the purchase intention of college students as dependent variables to analyze their WeChat purchase willingness. Based on the above model, the paper collects data by questionnaire and carries out empirical analysis. The reliability and validity analysis, correlation analysis and regression analysis were carried out to verify the validity of the hypothesis by using spss19.0 software. The empirical results include WeChat friend circle marketing and o2o marketing, which can significantly affect the perceived value and perceived interest of college students, and directly affect college students' purchase intention. The perceived functional value and perceived interest of college students have a significant impact on the purchase intention of college students. Finally, according to the empirical conclusions, the paper puts forward some countermeasures and suggestions, including making the social interactive marketing of friends circle as the focus of WeChat marketing, making interesting marketing strategies, and making some interesting marketing strategies. Create O 2 D code marketing to reshape web word-of-mouth effect; provide useful products, etc. The research in this paper is helpful to expand the theoretical research on WeChat at home and abroad, enrich the relevant theories of marketing and consumer behavior, and have certain theoretical significance. At the same time for commercial enterprises to use WeChat platform to do marketing and promotion, better to meet the needs of consumers; and for college students to use WeChat platform for low-cost innovation to provide guidance, has a certain practical significance.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6;F713.55

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