【摘要】：伴隨社會(huì)化媒體的普及,傳統(tǒng)的廣告?zhèn)鞑シ绞揭呀?jīng)不能很好的適應(yīng)當(dāng)今消費(fèi)者的偏好。與過(guò)去的被動(dòng)接受相比,如今的消費(fèi)者開(kāi)始借助社會(huì)化媒體主動(dòng)搜尋。大量的企業(yè)為迎合消費(fèi)者的變化,開(kāi)始以講故事的方式向消費(fèi)者傳播品牌與產(chǎn)品的信息。據(jù)《2014北美企業(yè)內(nèi)容營(yíng)銷調(diào)查報(bào)告》顯示,有超過(guò)七成的企業(yè)內(nèi)容營(yíng)銷花費(fèi)占其企業(yè)傳播總預(yù)算一半左右,企業(yè)的重視使內(nèi)容營(yíng)銷成為營(yíng)銷領(lǐng)域新的研究熱點(diǎn),逐漸引起學(xué)者們的重視。但研究尚處在起步階段,對(duì)內(nèi)容營(yíng)銷傳播效果和路徑的研究還鮮有出現(xiàn)�；谏鲜鲈�,本文希望可以挖掘出內(nèi)容營(yíng)銷中影響購(gòu)買意愿的因素以及各因素之間的關(guān)系。首先,本文梳理國(guó)內(nèi)外文獻(xiàn)有關(guān)內(nèi)容營(yíng)銷和購(gòu)買意愿的相關(guān)研究,在界定了內(nèi)容營(yíng)銷等相關(guān)概念的基礎(chǔ)上,分別闡述了消費(fèi)者決策理論和品牌認(rèn)同理論,為扎根理論的假設(shè)提出奠定了理論基礎(chǔ)。其次,通過(guò)深度訪談、焦點(diǎn)小組和扎根理論等一系列質(zhì)化研究方法對(duì)汽車、金融理財(cái)、食品、移動(dòng)通訊四類產(chǎn)品的消費(fèi)者探索性研究,根據(jù)研究結(jié)果提出了相應(yīng)假設(shè),并構(gòu)建內(nèi)容營(yíng)銷對(duì)購(gòu)買意愿影響的實(shí)證模型。最后,采用營(yíng)銷實(shí)驗(yàn)和問(wèn)卷相結(jié)合的形式收集數(shù)據(jù),通過(guò)回歸分析和方差分析等方法對(duì)所收集的數(shù)據(jù)進(jìn)行分析,進(jìn)而對(duì)相關(guān)假設(shè)及理論模型進(jìn)行驗(yàn)證。數(shù)據(jù)結(jié)果表明,內(nèi)容營(yíng)銷中信息型內(nèi)容、娛樂(lè)型內(nèi)容、情感型內(nèi)容是影響消費(fèi)者購(gòu)買意愿的主要因素,而品牌認(rèn)同在內(nèi)容營(yíng)銷影響購(gòu)買意愿的過(guò)程中起到部分中介的作用。同時(shí),消費(fèi)者的產(chǎn)品涉入度在內(nèi)容營(yíng)銷對(duì)購(gòu)買意愿和品牌認(rèn)同影響過(guò)程中起調(diào)節(jié)作用,具體表現(xiàn)為相對(duì)于高涉入而言,內(nèi)容營(yíng)銷在低涉入組中對(duì)購(gòu)買意愿和品牌認(rèn)同的正向影響作用較顯著。最后本研究結(jié)合上述結(jié)果,從理論和實(shí)踐相結(jié)合的方式對(duì)營(yíng)銷管理提出了建議,并總結(jié)了研究中的局限性。
[Abstract]:With the popularity of social media, the traditional advertising media has not been able to adapt to the preferences of today's consumers. Compared with passive acceptance in the past, consumers are now turning to social media for active search. In order to cater to the changes of consumers, a large number of enterprises began to spread brand and product information to consumers in a storytelling way. According to the < 2014 North American Enterprise content Marketing Survey >, more than 70% of the enterprise content marketing expenditure accounts for about half of the total enterprise communication budget. The attention of enterprises makes content marketing a new research hotspot in the marketing field. Gradually attracted the attention of scholars. However, the research is still in its infancy, and the research on the effect and path of content marketing communication is rare. Based on the above reasons, this paper hopes to excavate the factors that influence the purchase intention and the relationship between the factors in content marketing. First of all, this article combs the domestic and foreign literature about the content marketing and the purchase intention related research, on the basis of defining the content marketing and other related concepts, separately elaborated the consumer decision-making theory and the brand identity theory. It lays a theoretical foundation for the hypothesis of taking root in theory. Secondly, through a series of qualitative research methods, such as in-depth interview, focus group and root theory, this paper explores the consumers of automobile, financial management, food and mobile communication, and puts forward the corresponding hypothesis according to the research results. And build an empirical model of the effect of content marketing on purchase intention. Finally, the data are collected by the combination of marketing experiment and questionnaire, and the collected data are analyzed by means of regression analysis and variance analysis, and then the relevant hypotheses and theoretical models are verified. The results show that the information content, entertainment content and emotional content are the main factors that affect consumers' willingness to buy in content marketing, while brand identity plays a part of intermediary role in the process of content marketing. At the same time, the product involvement of consumers plays a regulating role in the influence of content marketing on the purchase intention and brand identity, which is shown as compared with high involvement. The positive effect of content marketing on purchase intention and brand identity was significant in low involvement group. Finally, combining the above results, this paper puts forward some suggestions on marketing management from the combination of theory and practice, and summarizes the limitations of the research.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55

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