【摘要】：移動互聯(lián)網(wǎng)和智能移動終端的普及,不僅讓人與人之間的距離拉得更近,更重要的是讓人們隨時隨地都能互聯(lián)互通。在新的趨勢下,企業(yè)在進行品牌營銷時該如何把握消費者的心理和行為,就成了本文研究的切入點。本文從技術(shù)接受的角度出發(fā),運用整合型技術(shù)接受與使用模型(Unified Theory of Acceptance and Use of Technology,UTAUT)來研究這一課題,使其具有較高的學術(shù)價值和實踐意義。本文以基于移動社交媒體品牌營銷的8個因子——易讀性、活躍度、績效期望度、用戶分享度、信息質(zhì)量、參與感、合作性、跨介性為基礎(chǔ)設(shè)計量表,通過多元統(tǒng)計分析和檢驗,著重分析了對消費者態(tài)度產(chǎn)生影響的因素,在修正研究假設(shè)和模型之后,構(gòu)建了基于移動社交媒體的品牌營銷對消費者態(tài)度的路徑模型,得到了以下結(jié)論:第一,本研究擴展的基于移動社交媒體品牌營銷六因素——努力期望、績效期望、社會影響、信息質(zhì)量、參與感、開放性,其因子結(jié)構(gòu)良好,其中,信息質(zhì)量、參與感、開放性為促成因素的三個維度;消費者態(tài)度三因素——消費者認知性態(tài)度、情感性態(tài)度、購買意愿,其因子結(jié)構(gòu)良好。第二,相關(guān)分析的結(jié)果表明,基于移動社交媒體的品牌營銷各個因子與消費者態(tài)度的三個維度呈明顯的正相關(guān)關(guān)系。第三,路徑分析的結(jié)果表明:(1)努力期望(包括易讀性和活躍度)對認知性態(tài)度和情感性態(tài)度均不存在顯著影響,但是對于購買意愿具有顯著的正向影響;(2)績效期望對認知性態(tài)度和情感性態(tài)度均存在顯著的正向影響,但是對于購買意愿不存在顯著影響;(3)社會影響(用戶分享度)和參與感對認知性態(tài)度、情感性態(tài)度和購買意愿均存在顯著的正向影響;(4)信息質(zhì)量對認知性態(tài)度存在顯著的正向影響,但是對于消費者情感性態(tài)度和購買意愿不存在顯著影響;(5)開放性對認知性態(tài)度和購買意愿均存在顯著的正向影響,但是對于情感性態(tài)度不存在顯著影響。在移動社交媒體的營銷趨勢下,根據(jù)本文的研究結(jié)論,筆者從理論上總結(jié)了基于消費者態(tài)度視角的企業(yè)品牌營銷觀點。主要有:(1)在移動社交媒體上,社會影響和參與感是企業(yè)品牌營銷的關(guān)鍵因子;(2)單純的品牌推薦是沒有意義的,企業(yè)只有將自己的品牌內(nèi)容和品牌文化傳遞給消費者,才能讓消費者感受到其價值所在;(3)在社交媒體日趨移動化的今天,開放性成為了在企業(yè)品牌營銷中對購買意愿最具影響力的因素,這里的開放性包括了合作性和跨介性。此外,從應(yīng)用和實踐層面對企業(yè)進行品牌營銷提出了幾點建議:(1)強化用戶參與感,培養(yǎng)互動情懷度;(2)培植核心粉絲群,激發(fā)粉絲熱情;(3)提升社群聚焦度,擴大用戶分享;(4)發(fā)掘產(chǎn)品尖叫度,保持品牌記憶;(5)建立跨平臺、跨終端的整合營銷體系。
[Abstract]:The popularity of mobile Internet and intelligent mobile terminal not only makes the distance between people closer, but also makes people connected anytime and anywhere. Under the new trend, how to grasp the psychology and behavior of consumers in brand marketing has become the starting point of this paper. From the point of view of technical acceptance, this paper studies this subject by using integrated technology acceptance and use model (Unified Theory of Acceptance and Use of Technology,UTAUT), which makes it have high academic value and practical significance. This paper designs the scale based on eight factors of mobile social media brand marketing-readability, activity, performance period expectation, user sharing, information quality, participation, cooperation and intercommunication. Through multivariate statistical analysis and test, this paper focuses on the factors that affect the consumer attitude. After revising the research assumptions and models, the path model of brand marketing attitude to consumers based on mobile social media is constructed. The conclusions are as follows: first, the expanded brand marketing of mobile social media is based on the six factors of mobile social media brand marketing-effort expectation, performance expectation, social impact, information quality, participation, openness, and its factor structure is good. Information quality, participation and openness are the three dimensions of contributing factors. Consumer attitude three factors-consumer cognitive attitude, emotional attitude, purchase intention, its factor structure is good. Secondly, the results of correlation analysis show that there is an obvious positive correlation between the factors of brand marketing based on mobile social media and the three dimensions of consumer attitude. Thirdly, the results of path analysis show that: (1) effort expectation (including readability and activity) has no significant effect on cognitive attitude and affective attitude, but has a significant positive effect on purchase intention; (2) performance expectation has a significant positive effect on cognitive attitude and emotional attitude, but has no significant effect on purchase intention; (3) Social impact (user sharing) and participation have significant positive effects on cognitive attitude, emotional attitude and purchase intention; (4) Information quality has a significant positive effect on cognitive attitude, but there is no significant effect on consumer emotional attitude and purchase willingness. (5) openness has a significant positive effect on cognitive attitude and purchase intention, but has no significant effect on affective attitude. Under the marketing trend of mobile social media, according to the conclusions of this paper, the author theoretically summarizes the point of view of enterprise brand marketing based on consumer attitude. The main contents are as follows: (1) in mobile social media, social impact and participation are the key factors of enterprise brand marketing; (2) simple brand recommendation is meaningless. Only by passing on their own brand content and brand culture to consumers, can consumers feel their value; (3) with the increasing mobility of social media, openness has become the most influential factor in corporate brand marketing, which includes cooperation and cross-communication. In addition, some suggestions on brand marketing are put forward from the aspect of application and practice: (1) strengthening the sense of user participation and cultivating the degree of interaction; (2) cultivating the core fan group and arousing the enthusiasm of fans; (3) improve community focus and expand user sharing; (4) explore product acumen and maintain brand memory; (5) establish cross-platform and cross-terminal integrated marketing system.
【學位授予單位】：貴州財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2

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