本文關(guān)鍵詞：微信營(yíng)銷對(duì)消費(fèi)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(yíng)銷 認(rèn)知性態(tài)度 情感性態(tài)度 分享意愿

【摘要】：隨著移動(dòng)網(wǎng)絡(luò)的發(fā)展，智能移動(dòng)終端的普及，人們?cè)絹?lái)越習(xí)慣使用手機(jī)接入網(wǎng)絡(luò)，移動(dòng)互聯(lián)網(wǎng)將逐漸成為未來(lái)互聯(lián)網(wǎng)的主要力量，無(wú)線端營(yíng)銷開(kāi)始逐漸興起。從網(wǎng)絡(luò)營(yíng)銷層面上來(lái)看，消費(fèi)者正變得更為主動(dòng)，消費(fèi)者不僅僅是信息的接受者，有時(shí)也可以是信息的傳遞者和分享者，而這正是無(wú)線端營(yíng)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(jī)通訊錄的即時(shí)通訊軟件，當(dāng)前已經(jīng)擁有超過(guò)5億的注冊(cè)用戶。微信公眾平臺(tái)是騰訊公司在微信原有功能的基礎(chǔ)上朝著社會(huì)化媒體方向新增加的功能模塊，，通過(guò)公眾訂閱號(hào)，企業(yè)可以向訂閱用戶推送包括文字、圖片、語(yǔ)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(kāi)展微信營(yíng)銷的最主要方式。 本文以微信為研究平臺(tái)，以微信用戶中關(guān)注企業(yè)訂閱號(hào)的消費(fèi)者為研究對(duì)象，通過(guò)深度訪談提取企業(yè)微信營(yíng)銷的五個(gè)影響因子，以消費(fèi)者認(rèn)知性態(tài)度和情感性態(tài)度作為中介變量，研究微信營(yíng)銷對(duì)消費(fèi)者分享意愿的影響機(jī)制。使用SPSS17.0和AMOS17.0對(duì)搜集的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，主要結(jié)論如下： （1）最終得到五個(gè)企業(yè)微信營(yíng)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(gè)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(duì)于消費(fèi)者認(rèn)認(rèn)知性態(tài)度有顯著影響作用，信息內(nèi)容和信息量對(duì)消費(fèi)者分享意愿有顯著的影響作用；其余13個(gè)假設(shè)均得到了支持。 （3）消費(fèi)者認(rèn)知性態(tài)度和情感性態(tài)度對(duì)消費(fèi)者對(duì)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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