本文選題：社會(huì)化媒體 + 信任��； 參考：《山東大學(xué)》2015年碩士論文

【摘要】：隨著智能手機(jī)和其他移動(dòng)通訊設(shè)備的普及,各種社會(huì)化媒體平臺(tái)在吸引了大量用戶加入并使得對(duì)其產(chǎn)生很大依賴性的同時(shí),也催生了新的商業(yè)模式。越來越多的企業(yè)試著利用新興的、多樣化的社會(huì)化媒體平臺(tái)對(duì)其產(chǎn)品或服務(wù)進(jìn)行宣傳推廣,以期激發(fā)消費(fèi)者的購(gòu)買意愿,產(chǎn)生更好的營(yíng)銷效果。如何根據(jù)目前社會(huì)化媒體的特性,選取更好的營(yíng)銷策略,以博取消費(fèi)者信任,激發(fā)消費(fèi)者購(gòu)買意愿,無疑成為很多企業(yè)關(guān)注的焦點(diǎn)。本文主要基于信任的視角從社會(huì)化媒體的技術(shù)接受程度、社會(huì)化媒體中的第三方信息以及社會(huì)化媒體的涉入性三個(gè)特性出發(fā),研究社會(huì)化媒體對(duì)消費(fèi)者購(gòu)買意愿的影響,構(gòu)建理論模型,運(yùn)用SPSS19.0進(jìn)行數(shù)據(jù)分析,驗(yàn)證本研究的假設(shè)。研究結(jié)果顯示,在信任這一中介作用的影響下,社會(huì)化媒體的技術(shù)接受程度從社會(huì)化媒體的感知有用性方面對(duì)消費(fèi)者購(gòu)買意愿產(chǎn)生正向影響；社會(huì)化媒體中的第三方信息從第三方評(píng)價(jià)以及意見領(lǐng)袖兩個(gè)維度對(duì)消費(fèi)者購(gòu)買意愿產(chǎn)生顯著影響；社會(huì)化媒體的涉入性從參與、對(duì)話、信息有效性三個(gè)維度對(duì)消費(fèi)者購(gòu)買意愿產(chǎn)生正向影響。研究結(jié)果說明,一個(gè)社會(huì)化媒體平臺(tái)如果是有用的,搜索快捷且有效率,能讓消費(fèi)者在短時(shí)間內(nèi)了解到更多信息,無疑能在很大程度上節(jié)省消費(fèi)者的時(shí)間和精力,進(jìn)而對(duì)該社會(huì)化媒體平臺(tái)產(chǎn)生依賴及信任,也更容易激發(fā)消費(fèi)者在該媒體平臺(tái)上的購(gòu)買意愿；并且,由于信息主要來自于該社會(huì)化媒體平臺(tái)上所熟悉的親朋好友,所以消費(fèi)者會(huì)認(rèn)為這些信息是可靠且值得信任的,并以此作為消費(fèi)購(gòu)買的參考；同樣,消費(fèi)者會(huì)積極關(guān)注自己感興趣領(lǐng)域的意見領(lǐng)袖的相關(guān)評(píng)論,對(duì)其推薦的商品也會(huì)有較高的信任度,會(huì)在制定購(gòu)買決策時(shí)作為重要參考；如果消費(fèi)者對(duì)社會(huì)化媒體較為依賴,他會(huì)積極參與其中,通過瀏覽信息以及參與互動(dòng)的方式來滿足自已的信息需求,并認(rèn)為該社會(huì)化媒體平臺(tái)所提供的信息是有用的,進(jìn)而提升對(duì)該媒體平臺(tái)的信任度,并由此激發(fā)消費(fèi)者的購(gòu)買欲望。社會(huì)化媒體引發(fā)的多種商業(yè)模式無疑引起了很多企業(yè)的關(guān)注,本文基于這種營(yíng)銷背景下展開對(duì)社會(huì)化媒體特性、信任以及消費(fèi)者購(gòu)買意愿三者之間關(guān)系的研究,希望該研究成果有助于企業(yè)對(duì)社會(huì)化媒體平臺(tái)營(yíng)銷提出新的思考,更有效地利用社會(huì)化媒體進(jìn)行營(yíng)銷。
[Abstract]:With the popularity of smart phones and other mobile communication devices, various social media platforms attract a large number of users to join and make them rely heavily on them, but also give birth to a new business model. More and more enterprises try to use new and diversified social media platforms to promote their products or services in order to stimulate consumers' willingness to buy and produce better marketing results. How to select a better marketing strategy according to the characteristics of social media in order to win the trust of consumers and stimulate consumers' purchase intention has undoubtedly become the focus of many enterprises. Based on the perspective of trust, this paper studies the influence of social media on consumers' willingness to buy from three characteristics: the acceptance of social media technology, the third party information in social media and the involvement of social media. The theoretical model is constructed and the SPSS19.0 is used to analyze the data to verify the hypothesis of this study. The results show that, under the influence of trust, the technological acceptance of social media has a positive effect on consumers' willingness to buy from the aspect of perceived usefulness of social media. Third party information in social media has a significant impact on consumers' willingness to buy from the perspectives of third-party evaluation and opinion leaders. The three dimensions of information validity have a positive effect on consumers' purchase intention. The results show that if a social media platform is useful, fast and efficient search, can let consumers learn more information in a short period of time, will undoubtedly save consumers a lot of time and energy. Furthermore, it is easier to inspire consumers to buy on the social media platform by relying on and trusting the social media platform, and because the information mainly comes from friends and relatives who are familiar with the social media platform. So consumers will think this information is reliable and trustworthy, and use it as a reference for consumer purchases; likewise, consumers will actively follow the comments of opinion leaders in their areas of interest. They also have a high degree of trust in the products they recommend and serve as an important reference in making purchase decisions; if the consumer is more dependent on social media, he is actively involved. Through browsing information and participating in interaction to meet their own information needs, and think that the information provided by the social media platform is useful, and then enhance the trust in the media platform, and thus stimulate consumer desire to buy. There is no doubt that a variety of business models caused by social media have attracted the attention of many enterprises. Based on this kind of marketing background, this paper studies the relationship among the characteristics of social media, trust and consumers' willingness to buy. It is hoped that the research results will be helpful for enterprises to put forward new thoughts on the marketing of social media platform and make use of social media for marketing more effectively.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F274

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