本文選題：微博互動(dòng) + 情感體驗(yàn)��； 參考：《江西財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)和互聯(lián)網(wǎng)的不斷發(fā)展,我國(guó)的網(wǎng)民規(guī)模也與日俱增。不斷涌現(xiàn)出來的新型網(wǎng)絡(luò)技術(shù),逐漸滲透到人們的社會(huì)生活和人際關(guān)系中去,其中最具代表意義的是電子商務(wù)平臺(tái)和微博平臺(tái)。電子商務(wù)平臺(tái)改變了人們傳統(tǒng)的消費(fèi)習(xí)慣,微博平臺(tái)改變了信息傳播模式和交流互動(dòng)模式。目前已經(jīng)有越來越多的企業(yè)開展電子商務(wù),并且把營(yíng)銷戰(zhàn)場(chǎng)轉(zhuǎn)移到網(wǎng)絡(luò)平臺(tái)上來,微博平臺(tái)的各種功能逐漸受到了企業(yè)的廣泛關(guān)注,從而開始有越來越多的商品信息、折扣信息、活動(dòng)信息等出現(xiàn)在微博內(nèi)容中。據(jù)此,本文選取微博和電子商務(wù)為研究對(duì)象,旨在探討微博互動(dòng)對(duì)網(wǎng)購意向的影響。 學(xué)生群體是網(wǎng)民中規(guī)模最大的職業(yè)群體,也是網(wǎng)購用戶中的中堅(jiān)力量,同時(shí)還是微博應(yīng)用和發(fā)展的主力軍。從消費(fèi)能力、消費(fèi)獨(dú)立性、需求性等方面來分析,大學(xué)生群體處于學(xué)生群體的重要地位,也是網(wǎng)購用戶和微博用戶中較為活躍和數(shù)量眾多的群體。大學(xué)生網(wǎng)絡(luò)消費(fèi)具有崇尚個(gè)性、追求時(shí)尚、追求新異等心理特征,其中最重要的心理特征是注重體驗(yàn)感,尤其是情感方面的體驗(yàn)。因此,本文選取大學(xué)生為調(diào)研對(duì)象,并在研究中加入情感體驗(yàn)變量。 基于以上背景,本研究旨在解決以下兩個(gè)問題： (1)微博互動(dòng)是否會(huì)對(duì)大學(xué)生網(wǎng)購意向產(chǎn)生影響； (2)微博互動(dòng)帶給大學(xué)生用戶怎樣的體驗(yàn),以及這種體驗(yàn)對(duì)大學(xué)生網(wǎng)購意向會(huì)產(chǎn)生怎樣的影響。 在文獻(xiàn)研究的基礎(chǔ)上,本文把微博互動(dòng)劃分為內(nèi)容互動(dòng)和人際互動(dòng)兩個(gè)維度。通過分析微博互動(dòng)、情感體驗(yàn)、網(wǎng)購意向之間的關(guān)系,提出了相關(guān)研究假設(shè)。為了確保研究的準(zhǔn)確性,本研究的調(diào)查問卷選用李克特五級(jí)量表的形式,借鑒了以往研究中經(jīng)過驗(yàn)證的成熟量表,并通過小規(guī)模訪談和小規(guī)模前測(cè),最終正式確定。 本研究的調(diào)研過程分為預(yù)測(cè)調(diào)研和正式調(diào)研兩個(gè)階段。在第一階段：選取江西財(cái)經(jīng)大學(xué)的在校生為調(diào)研對(duì)象,共收回問卷48份,旨在驗(yàn)證量表的科學(xué)合理性；在第二階段,通過紙質(zhì)問卷和網(wǎng)絡(luò)問卷兩種方式,共發(fā)放250份,收回有效問卷214份,調(diào)研對(duì)象主要集中在江西地區(qū),另外還包括河南、河北、湖北、黑龍江等地的高校學(xué)生,使研究更具普遍意義。 對(duì)收回的數(shù)據(jù),本研究選用SPSS19.0為統(tǒng)計(jì)分析工具,運(yùn)用描述性統(tǒng)計(jì)、信度和效度分析、相關(guān)性分析和回歸分析的方法進(jìn)行分析處理。分析結(jié)果驗(yàn)證了前文提出的假設(shè),并得出以下結(jié)論： (1)微博互動(dòng)對(duì)情感體驗(yàn)有正向的顯著影響,且人際互動(dòng)比內(nèi)容互動(dòng)對(duì)用戶的情感體驗(yàn)影響更大； (2)微博互動(dòng)對(duì)網(wǎng)購意向有正向的顯著影響,且人際互動(dòng)比內(nèi)容互動(dòng)對(duì)網(wǎng)購意向的影響更大； (3)情感體驗(yàn)對(duì)網(wǎng)購意向有正向的顯著影響,且在微博互動(dòng)和網(wǎng)購意向之間有部分中介作用。 在實(shí)證結(jié)果的基礎(chǔ)上,本研究對(duì)企業(yè)進(jìn)行微博營(yíng)銷提出了一定的建議：注重管理微博發(fā)布的信息；建立互動(dòng)機(jī)制,提高互動(dòng)溝通的程度；重視受眾情感需求,實(shí)現(xiàn)情感營(yíng)銷；履行企業(yè)社會(huì)責(zé)任,擴(kuò)大微博的影響力。 盡管本研究取得了一定的成果,但是仍舊存在一些不足,比如研究對(duì)象的不全面,樣本量偏少且區(qū)域性較強(qiáng),對(duì)微博互動(dòng)的因子研究不夠,對(duì)中介變量選取過于籠統(tǒng)等。針對(duì)這些缺陷,研究最后還提出了未來的研究方向：擴(kuò)大研究樣本的群體,拓展微博互動(dòng)的維度,細(xì)分情感體驗(yàn)的維度等方面。
[Abstract]:With the development of the social economy and the Internet , the scale of Internet users in our country is increasing . The most representative is the e - commerce platform and the micro - blog platform . The e - commerce platform has changed the traditional consumption habits , and the micro - blog platform has changed the information transmission mode and the exchange interaction mode .

The student group is the largest professional group in the network , is also the backbone of the online purchasing user , and it is also the main force of micro blog application and development . The college student group is the most active and abundant group in the student group . The most important psychological characteristic is the experience feeling , especially the emotional experience . Therefore , this paper selects university student as the research object , and adds emotion experience variable in the research .

Based on the above background , the purpose of this study is to address the following two issues :

( 1 ) Whether the interaction of micro blog can influence the intention of college students ;


( 2 ) How the micro - blog interaction brings to the college students how to experience , and how this experience affects the students ' network shopping intentions .

On the basis of literature research , this paper divides the micro - blog interaction into two dimensions of content interaction and interpersonal interaction . By analyzing the relationship between micro - blog interaction , emotional experience and network shopping intentions , this paper puts forward relevant research assumptions . In order to ensure the accuracy of the research , the questionnaire of this study is in the form of Li - kert ' s five - scale scale , and draws lessons from the proven mature scale in previous studies , and finally is formally determined through small - scale interviews and small - scale pre - measurement .

The research process of this study is divided into two stages : forecast research and formal investigation . In the first stage , the students of Jiangxi University of Finance and Economics are selected as the research subjects , and 48 questionnaires are collected to verify the scientific rationality of the scale ;
In the second stage , 250 questionnaires were distributed and 214 questionnaires were collected through a paper questionnaire and a network questionnaire . The research objects were mainly concentrated in Jiangxi area , and the study was more general in universities in Henan , Hebei , Hubei and Heilongjiang .

Based on the analysis of descriptive statistics , the reliability and validity , the correlation analysis and the regression analysis , the analysis results validate the hypothesis proposed in the previous paper , and conclude the following conclusions :

( 1 ) the interaction of micro blog has positive influence on emotion experience , and the interaction of interpersonal relationship is more influence on user ' s emotional experience than content interaction ;


( 2 ) The interaction of micro blog has a positive influence on the intentions of network shopping , and the interaction of interpersonal relationship is greater than that of content interaction .


( 3 ) Emotional experience has a positive influence on network shopping intentions , and there is a partial intermediary between micro - blog interaction and online shopping intentions .

On the basis of the empirical results , this paper puts forward some suggestions for the micro - blog marketing of enterprises : focusing on the management of micro - blog post - release information ;
Establish an interactive mechanism to improve the degree of interactive communication ;
Focus on the audience ' s emotional needs and realize emotional marketing ;
Fulfill the corporate social responsibility and expand the influence of micro - blogging .

Although some achievements have been achieved in the study , there are still some deficiencies , such as incomplete research object , small sample size , strong regional , lack of factors of interaction with micro - blog , too general selection of medium variables , etc . Aiming at these defects , the paper also puts forward the future research direction : enlarge the population of research sample , expand the dimension of micro - blog interaction , and subdivide the dimension of emotion experience .

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F224;F713.55;F724.6

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