【摘要】：基于互聯(lián)網(wǎng)的移動(dòng)智能終端的普及與社交網(wǎng)絡(luò)垂直化發(fā)展讓微信成為人們生活必不可缺的重要工具,微信公眾號(hào)與微信商城功能的開發(fā)為企業(yè)提供了一個(gè)客戶關(guān)系管理、營銷推廣、銷售產(chǎn)品的平臺(tái)與渠道。與此同時(shí),中央政策的支持使得諸多企業(yè)開始將目光轉(zhuǎn)到“互聯(lián)網(wǎng)+農(nóng)業(yè)”,其中以基于互聯(lián)網(wǎng)的生鮮電商發(fā)展?jié)摿ψ畲?然而物流、儲(chǔ)存的高成本制約了中小型生鮮電商的發(fā)展,許多中小型生鮮電商開始將目光轉(zhuǎn)向O2O模式下的“微信+電商”�；诖吮尘�,本文展開對(duì)O2O模式下生鮮電商微信營銷的消費(fèi)者分享意愿研究,以期為企業(yè)提升微信營銷策略,擴(kuò)大口碑效應(yīng),提升用戶品牌忠誠與品牌知名度提供理論支持與政策建議。本文在已有文獻(xiàn)的基礎(chǔ)上,提出了影響微信營銷效果的四個(gè)因子,即信息質(zhì)量、易用性、安全性與互動(dòng)性,并將使用與滿足理論作為理論依據(jù),結(jié)合TAM模型、S-O-R模型以及AISAS模型構(gòu)建了以感知價(jià)值、品牌態(tài)度為中介變量,以自我認(rèn)同需求為調(diào)節(jié)變量的生鮮電商微信營銷對(duì)消費(fèi)者分享意愿的影響模型�；谝延袑W(xué)者的量表,結(jié)合生鮮電商的行業(yè)特性,通過一對(duì)一小規(guī)模訪談法設(shè)計(jì)調(diào)查問卷,之后通過線上線下結(jié)合、微信朋友圈分享等方式對(duì)419名大學(xué)生及年輕白領(lǐng)進(jìn)行調(diào)研,獲取一手?jǐn)?shù)據(jù)。本文運(yùn)用SPSS進(jìn)行描述性統(tǒng)計(jì)分析、信度效度分析、因子分析,運(yùn)用AMOS進(jìn)行結(jié)構(gòu)方程分析,通過Bootstrap法檢驗(yàn)中介效應(yīng)以及多層回歸檢驗(yàn)調(diào)節(jié)效應(yīng),最后以數(shù)據(jù)分析結(jié)果為依據(jù),提出促進(jìn)消費(fèi)者分享意愿的建議和對(duì)策。主要結(jié)論如下:(1)生鮮微信電商的消費(fèi)者偏年輕化,購物理念趨互聯(lián)網(wǎng)化,對(duì)微信具有一定依賴性,更易接受新興事物,是生鮮微信電商的主要客戶群體,但由于微信用戶的老年化趨勢明顯,中老年社區(qū)居民已成為生鮮電商有待發(fā)掘的重要潛在客戶。(2)影響微信營銷效果的因子包括微信公眾號(hào)的信息質(zhì)量、易用性、安全性以及互動(dòng)性四個(gè)特征。微信公眾號(hào)特征對(duì)分享意愿的直接影響不顯著,而是通過感知價(jià)值和品牌態(tài)度的完全中介作用對(duì)消費(fèi)者的分享意愿產(chǎn)生間接影響。微信公眾號(hào)特征作為外在刺激,通過正向影響感知價(jià)值和品牌態(tài)度,繼而正向影響分享意愿。(3)自我認(rèn)同需求對(duì)消費(fèi)者分享意愿有直接正向影響,表示消費(fèi)者獲取他人認(rèn)同與贊美的需求越強(qiáng),就越傾向于在朋友圈展示自己正面積極的社交形象,則分享意愿越強(qiáng)。但自我認(rèn)同需求對(duì)感知價(jià)值和分享意愿間的關(guān)系不存在調(diào)節(jié)作用�；谝陨辖Y(jié)論,本文提出了營銷建議:(1)商家應(yīng)明確微信營銷的定位,注重產(chǎn)品與服務(wù)質(zhì)量;(2)注重內(nèi)容質(zhì)量,優(yōu)化購物體驗(yàn),提升消費(fèi)者感知價(jià)值;(3)充分利用微信分享功能,擴(kuò)大口碑效應(yīng)。
[Abstract]:The popularity of Internet-based mobile intelligent terminals and the vertical development of social networks make WeChat an indispensable tool in people's lives. The development of WeChat official account and WeChat Mall provides a customer relationship management for enterprises. Marketing promotion, sales products platform and channels. At the same time, with the support of the central policy, many enterprises began to turn their attention to "Internet agriculture," among which Internet-based fresh e-commerce has the greatest potential for development, but logistics, The high cost of storage restricts the development of small and medium-sized fresh e-commerce. Many small and medium-sized fresh e-commerce begin to turn their attention to "WeChat e-commerce" in O2O mode. Based on this background, this paper makes a study on the consumer sharing intention of WeChat marketing of fresh e-commerce under O2O mode, in order to promote the WeChat marketing strategy and expand the word-of-mouth effect for enterprises. Enhance customer brand loyalty and brand awareness to provide theoretical support and policy recommendations. On the basis of the existing literatures, this paper puts forward four factors that affect the effect of WeChat marketing, namely, information quality, ease of use, security and interactivity. In addition, the use and satisfaction theory is used as the theoretical basis and combined with the TAM model. Based on the S-O-R model and the AISAS model, a model of the influence of fresh e-commerce's WeChat marketing on consumers' willingness to share is constructed, which takes perceived value, brand attitude as intermediary variable and self-identification demand as adjustment variable. Based on the scale of existing scholars, combined with the industry characteristics of fresh e-commerce, a questionnaire was designed through one-to-one small-scale interviews, and then 419 college students and young white-collar workers were investigated through the combination of online and offline, WeChat moments sharing, and so on. Get first-hand data. This paper uses SPSS for descriptive statistical analysis, reliability and validity analysis, factor analysis, and structural equation analysis with AMOS. Bootstrap method is used to test intermediary effect and multilevel regression test for regulating effect. Finally, based on data analysis results, Put forward suggestions and countermeasures to promote consumers to share their will. The main conclusions are as follows: (1) the consumers of fresh WeChat e-commerce are younger, the shopping ideas are becoming Internet-based, they depend on WeChat to a certain extent, they are more receptive to new things, and they are the main customer groups of fresh WeChat e-commerce. However, due to the obvious aging trend of WeChat users, middle-aged and elderly community residents have become important potential customers to be explored by fresh e-commerce. (2) the factors that affect the marketing effect of WeChat include the information quality and ease of use of WeChat official accounts. Security and interaction are four characteristics. The characteristics of WeChat official account have little direct influence on sharing intention, but have an indirect effect on consumers' sharing intention through the complete mediating effect of perceived value and brand attitude. As an external stimulus, WeChat official account features have a positive impact on perceived value and brand attitude, and then on sharing willingness. (3) self-identification needs have a direct positive impact on consumers' willingness to share. The stronger the consumer's need to gain recognition and praise from others, the more likely they tend to show their positive social image in moments, and the more willing they are to share. However, the need for self-identification has no moderating effect on the relationship between perceived value and willingness to share. Based on the above conclusions, this paper puts forward marketing suggestions: (1) merchants should make clear the positioning of WeChat marketing, pay attention to the product and service quality, (2) pay attention to the content quality, optimize the shopping experience, and improve the perceived value of consumers. (3) make full use of the sharing function of WeChat to expand the word-of-mouth effect.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F713.55

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