本文選題：微信　切入點(diǎn)：微信營(yíng)銷(xiāo)　出處：《云南財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在當(dāng)前移動(dòng)互聯(lián)網(wǎng)時(shí)代下,移動(dòng)社交軟件已成為人們?nèi)粘Ｉ钪胁豢苫蛉钡囊徊糠?2011年橫空出世的微信更是依靠其多樣化的功能、強(qiáng)大的社交關(guān)系鏈、便捷的傳播平臺(tái)、私密精準(zhǔn)的傳播方式,成為當(dāng)前移動(dòng)社交工具的佼佼者,目前已擁有高達(dá)6億的用戶量且這一數(shù)字還在持續(xù)增長(zhǎng),面對(duì)如此龐大的用戶數(shù)量和發(fā)展前景,眾多企業(yè)無(wú)不對(duì)微信這塊大蛋糕虎視眈眈。微信從誕生之日起,其溝通本質(zhì)就已經(jīng)決定了其生活?yuàn)蕵?lè)的社交屬性,也注定了人們一般不可能集中大把時(shí)間來(lái)使用微信,微信用戶大多是利用茶余飯后、等車(chē)或旅途、睡前或?qū)W習(xí)、工作間隙等碎片時(shí)間打開(kāi)微信,把玩一番。相對(duì)其他階層,大學(xué)生無(wú)疑是擁有碎片時(shí)間最多的一個(gè)群體。同時(shí),作為新的移動(dòng)社交時(shí)代下成長(zhǎng)起來(lái)的一批人,他們擁有相對(duì)較高的知識(shí),對(duì)世界充滿好奇,也敢于嘗試,愿意接受新事物。更為重要的是,他們普遍素質(zhì)較高,熱衷于網(wǎng)絡(luò)社交、網(wǎng)上購(gòu)物以及購(gòu)物分享。因此,本文以大學(xué)生為研究對(duì)象,通過(guò)對(duì)大學(xué)生微信使用狀況進(jìn)行調(diào)查,探索大學(xué)生是否會(huì)利用微信平臺(tái)進(jìn)行購(gòu)物以及影響大學(xué)生微信購(gòu)買(mǎi)意愿的因素又有哪些,以期為企業(yè)如何通過(guò)微信平臺(tái)進(jìn)行營(yíng)銷(xiāo)來(lái)激發(fā)消費(fèi)者微信購(gòu)買(mǎi)意愿提供一定借鑒。本文首先回顧了有關(guān)文獻(xiàn)資料,通過(guò)對(duì)國(guó)內(nèi)外有關(guān)微信、網(wǎng)絡(luò)購(gòu)物與消費(fèi)者購(gòu)買(mǎi)意愿等相關(guān)文獻(xiàn)進(jìn)行梳理和歸納;繼而以微信使用者為研究樣本,通過(guò)小規(guī)模訪談,提出了8條假設(shè)并最終構(gòu)建了以技術(shù)接受模型為基礎(chǔ),計(jì)劃行為理論和理性行為理論為支撐的大學(xué)生使用微信購(gòu)買(mǎi)意愿研究模型,該模型以感知易用性、感知有用性、風(fēng)險(xiǎn)關(guān)注度和信任度為自變量,用戶的態(tài)度為中間變量,購(gòu)買(mǎi)意愿為因變量來(lái)對(duì)大學(xué)生微信購(gòu)買(mǎi)意愿進(jìn)行分析。在研究方法上,本次研究通過(guò)深度訪談并結(jié)合前人已有的基礎(chǔ)與此次研究的目的,最終修改整理完成了本次研究使用的問(wèn)卷。然后,以云南地區(qū)的云南大學(xué)、昆明理工大學(xué)、云南財(cái)經(jīng)大學(xué)、云南師范大學(xué)等四所高校的本科生為調(diào)查對(duì)象,進(jìn)行問(wèn)卷的發(fā)放與回收,并根據(jù)獲得的有效問(wèn)卷,利用SPSS18.0和AMOS21.0軟件,運(yùn)用數(shù)理統(tǒng)計(jì)方法對(duì)數(shù)據(jù)進(jìn)行分析,并在分析結(jié)果的基礎(chǔ)上展開(kāi)討論,針對(duì)研究結(jié)果提出建議。經(jīng)過(guò)實(shí)證分析,本文主要得出以下結(jié)論:(1)在移動(dòng)社交時(shí)代,傳統(tǒng)的技術(shù)接受模型在研究消費(fèi)者基于現(xiàn)代購(gòu)物平臺(tái)的購(gòu)買(mǎi)意愿時(shí)依然是適用的。(2)大學(xué)生感知微信購(gòu)物對(duì)自己越有用、購(gòu)買(mǎi)流程和支付越容易操作、對(duì)運(yùn)營(yíng)商的態(tài)度越信任,購(gòu)買(mǎi)意愿就會(huì)越強(qiáng),就越有意向通過(guò)微信平臺(tái)進(jìn)行產(chǎn)品的購(gòu)買(mǎi)。(3)大學(xué)生對(duì)微信購(gòu)物感知的風(fēng)險(xiǎn)程度越高,購(gòu)買(mǎi)意愿就會(huì)越低,就越不可能通過(guò)微信平臺(tái)進(jìn)行購(gòu)買(mǎi)。
[Abstract]:In the current era of mobile Internet, mobile social networking software has become an indispensable part of people's daily life. In 2011, WeChat, which was born in the world, relies on its diverse functions, strong social relationship chain, and convenient communication platform. Private and accurate means of communication, become the current leader in mobile social media, has reached 600 million users and this number is still growing, faced with such a large number of users and development prospects, From the day of WeChat's birth, the nature of WeChat's communication has already determined the social nature of its life and entertainment, and it is also doomed that people generally can't concentrate a lot of time to use WeChat. Most WeChat users open WeChat and have fun by waiting for a car or a trip, before bed or study, between work and so on. Compared with other classes, college students are undoubtedly the group with the most fragmented time. At the same time, As a group of people who grew up in the new mobile social age, they have relatively high knowledge, are curious about the world, dare to try and accept new things. More importantly, they are generally of higher quality. Keen on social networking, online shopping and shopping sharing. Therefore, this paper takes college students as the research object, through the investigation of university students' WeChat usage, To explore whether college students will use the WeChat platform for shopping and what are the factors that affect college students' willingness to buy WeChat. The purpose of this paper is to provide some reference for enterprises how to market the WeChat platform to stimulate consumers' willingness to buy WeChat. Firstly, this paper reviews the relevant literature, through the relevant WeChat at home and abroad, The related documents such as online shopping and consumers' willingness to buy are combed and summarized. Then, with WeChat users as the research sample, through small-scale interviews, 8 hypotheses are proposed and finally based on the technology acceptance model. On the basis of planning behavior theory and rational behavior theory, college students use WeChat to study their willingness to buy. The model takes perceived usability, perceived usefulness, risk concern and trust as independent variables, and users' attitudes are intermediate variables. Purchase intention is dependent variable to analyze the purchase intention of college students WeChat. In terms of research methods, this study through in-depth interviews and combined with the existing basis of previous studies and the purpose of this study. Finally, the questionnaire was revised and completed. Then, the undergraduates of four universities, including Yunnan University of Yunnan, Kunming University of Technology, Yunnan University of Finance and Economics, Yunnan normal University, etc., were investigated. According to the valid questionnaire and SPSS18.0 and AMOS21.0 software, the data are analyzed by mathematical statistics method, and discussed on the basis of the analysis results. Based on the empirical analysis, this paper draws the following conclusions: 1) in the mobile social age, The traditional technology acceptance model is still applicable when studying consumers' willingness to purchase based on modern shopping platform.) College students perceive that the more useful WeChat shopping is for them, the easier the purchase process and payment are, and the more trust the attitude towards operators is. The stronger the willingness to buy, the more willing to purchase products through the WeChat platform.) the higher the risk of college students' perception of WeChat shopping, the lower the willingness to buy, and the less likely they will be to purchase through WeChat platform.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55;G206-F

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