本文關(guān)鍵詞：微信營銷對消費者分享意愿的影響研究　出處：《杭州電子科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 微信營銷 認知性態(tài)度 情感性態(tài)度 分享意愿

【摘要】：隨著移動網(wǎng)絡(luò)的發(fā)展，智能移動終端的普及，人們越來越習(xí)慣使用手機接入網(wǎng)絡(luò)，移動互聯(lián)網(wǎng)將逐漸成為未來互聯(lián)網(wǎng)的主要力量，無線端營銷開始逐漸興起。從網(wǎng)絡(luò)營銷層面上來看，消費者正變得更為主動，消費者不僅僅是信息的接受者，有時也可以是信息的傳遞者和分享者，而這正是無線端營銷的潛力所在。微信是騰訊公司于2011年初推出的一款基于本地手機通訊錄的即時通訊軟件，當(dāng)前已經(jīng)擁有超過5億的注冊用戶。微信公眾平臺是騰訊公司在微信原有功能的基礎(chǔ)上朝著社會化媒體方向新增加的功能模塊，，通過公眾訂閱號，企業(yè)可以向訂閱用戶推送包括文字、圖片、語音、視頻和圖文在內(nèi)的多媒體信息，這也是當(dāng)前企業(yè)開展微信營銷的最主要方式。 本文以微信為研究平臺，以微信用戶中關(guān)注企業(yè)訂閱號的消費者為研究對象，通過深度訪談提取企業(yè)微信營銷的五個影響因子，以消費者認知性態(tài)度和情感性態(tài)度作為中介變量，研究微信營銷對消費者分享意愿的影響機制。使用SPSS17.0和AMOS17.0對搜集的數(shù)據(jù)進行統(tǒng)計分析，主要結(jié)論如下： （1）最終得到五個企業(yè)微信營銷影響因子，分別為信息質(zhì)量、推送頻次、信息量、信息創(chuàng)新性和信息內(nèi)容，因子分析的結(jié)果支持該因子辨別并表明這五個因子具有較好的解釋力。 （2）數(shù)據(jù)分析的結(jié)果不支持信息質(zhì)量和信息量對于消費者認認知性態(tài)度有顯著影響作用，信息內(nèi)容和信息量對消費者分享意愿有顯著的影響作用；其余13個假設(shè)均得到了支持。 （3）消費者認知性態(tài)度和情感性態(tài)度對消費者對于企業(yè)推送信息的分享行為有正向影響作用。
[Abstract]:With the development of mobile network and the popularity of intelligent mobile terminals, people are more and more used to use mobile phones to access the network, mobile Internet will gradually become the main force of the future Internet. Wireless end marketing began to rise gradually. From the perspective of network marketing, consumers are becoming more active. Consumers are not only the recipients of information, but also information transmitters and sharers sometimes. That's where the wireless marketing potential lies. WeChat is an instant messaging software based on a local mobile phone address book launched by Tencent in early 2011. The WeChat public platform is Tencent's new feature module in the direction of social media, based on the original features of WeChat, via public Subscription account. Enterprises can push multimedia information including text, picture, voice, video and text to subscribers, which is the most important way for enterprises to carry out WeChat marketing. This paper takes WeChat as the research platform, takes the consumers who pay attention to the enterprise Subscription account among the WeChat users as the research object, extracts the five influence factors of the enterprise WeChat marketing through the in-depth interview. Consumer cognitive attitude and emotional attitude as intermediary variables. This paper studies the influence mechanism of WeChat marketing on consumers' willingness to share. Using SPSS17.0 and AMOS17.0 to analyze the collected data, the main conclusions are as follows: Finally, we get five influencing factors of WeChat marketing, which are information quality, push frequency, information quantity, information innovation and information content. The results of factor analysis support the identification of the five factors and show that the five factors have good explanatory power. 2) the results of data analysis do not support that the quality of information and the amount of information have significant influence on consumers' perceived attitude, and the content of information and the amount of information have significant effects on consumers' willingness to share; The remaining 13 assumptions were supported. 3) Cognitive and affective attitudes of consumers have a positive effect on consumers' sharing behavior of pushing information.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F274

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