【摘要】：近年來,社交網(wǎng)絡(luò)的發(fā)展方興未艾,已成為用戶群體廣、傳播效率強(qiáng)、具有較高商業(yè)價(jià)值的Web 2.0應(yīng)用。在國內(nèi),以開心網(wǎng)、新浪微博、微信、QQ為代表的社交網(wǎng)絡(luò)服務(wù)的發(fā)展也勢(shì)不可擋。在人們的日常生活中社交網(wǎng)絡(luò)成為了不可或缺的重要一環(huán),并擔(dān)當(dāng)起人們每天傳遞信息、表達(dá)觀點(diǎn)和相互交流的重要工具之一�？偠灾�,社交網(wǎng)絡(luò)以其巨大的用戶數(shù)量、便捷的信息發(fā)布途徑以及快速的信息傳播方式,對(duì)人們的社會(huì)生活帶來了極大的影響。由于社交網(wǎng)絡(luò)具有用戶數(shù)量多、數(shù)據(jù)量大、信息發(fā)布時(shí)效性高、信息傳播快等特性,越來越多的企業(yè)利用社交網(wǎng)絡(luò)來開展?fàn)I銷,以期降低企業(yè)營銷成本并顯著提高營銷效果。在社交網(wǎng)絡(luò)環(huán)境下,影響營銷成本和營銷效果的一個(gè)重要因素是用戶對(duì)營銷信息的分享意愿。因此,如何通過提高用戶分享意愿來保持用戶的積極性,從而提升企業(yè)的營銷影響力以及社會(huì)影響力,已成為社交網(wǎng)絡(luò)環(huán)境下企業(yè)開展?fàn)I銷的共同訴求。本文在對(duì)感知價(jià)值、用戶信任和分享意愿相關(guān)文獻(xiàn)梳理的基礎(chǔ)上,提出了從感知價(jià)值視角研究影響社交網(wǎng)絡(luò)環(huán)境下用戶分享意愿的思路。感知價(jià)值是用戶在獲取或者使用商品時(shí),通過對(duì)比其獲取服務(wù)或產(chǎn)品時(shí)的付出與感知到利益之后,產(chǎn)生總體效用評(píng)價(jià)來評(píng)判商品服務(wù)。在市場(chǎng)營銷中,感知價(jià)值是營銷效果的最終評(píng)判標(biāo)準(zhǔn)。而在社交網(wǎng)絡(luò)環(huán)境下,感知價(jià)值如何影響用戶的分享意愿進(jìn)而影響營銷效果還是一個(gè)未決問題。針對(duì)這一問題,本論文首先構(gòu)建了感知價(jià)值、用戶信任和分享意愿的研究模型,然后通過問卷調(diào)查法,獲得了 245份有效問卷,進(jìn)而利用SPSS軟件進(jìn)行了實(shí)證分析,包括相關(guān)分析、回歸分析和中介效應(yīng)分析等,最終得出結(jié)論:(1)社交網(wǎng)絡(luò)用戶感知價(jià)值的四個(gè)維度對(duì)信任有正向影響作用;(2)社交網(wǎng)絡(luò)用戶信任對(duì)分享意愿有正向影響作用;(3)社交網(wǎng)絡(luò)用戶信任在社交價(jià)值、娛樂價(jià)值、情感價(jià)值和信息價(jià)值與分享意愿間存在部分中介作用。本文以社交網(wǎng)絡(luò)為研究對(duì)象,探討社交網(wǎng)絡(luò)環(huán)境下感知價(jià)值對(duì)用戶分享意愿的影響,對(duì)企業(yè)的營銷具有重要意義。本文的研究成果進(jìn)一步豐富了社交網(wǎng)絡(luò)營銷以及相關(guān)領(lǐng)域的研究,同時(shí)也可以為企業(yè)實(shí)踐社交網(wǎng)絡(luò)營銷提供一定的參考。
[Abstract]:In recent years, the development of social network is in the ascendant. It has become the Web 2.0 application with wide user group, strong communication efficiency and high commercial value. In China, the development of social networking services represented by Kaixin.com, Sina Weibo and WeChat QQ is unstoppable. Social network has become an indispensable part of people's daily life, and it also acts as one of the important tools for people to communicate information, express opinions and communicate with each other every day. In a word, social network has a great influence on people's social life because of its huge number of users, convenient ways of information dissemination and rapid dissemination of information. Because of the characteristics of social network, such as large number of users, large amount of data, high timeliness of information release and fast information dissemination, more and more enterprises use social network to carry out marketing, in order to reduce the cost of marketing and improve the marketing effect significantly. In the social network environment, an important factor affecting marketing cost and marketing effect is the user's willingness to share marketing information. Therefore, how to improve the willingness of users to share to maintain the enthusiasm of users, so as to enhance the marketing influence of enterprises as well as social influence, has become the common demand of enterprises to carry out marketing under the social network environment. Based on a review of the literature on perceived value, user trust and willingness to share, this paper proposes a way to study the influence of perceived value on users' willingness to share in a social network environment. Perceived value is when the user acquires or uses the goods, through contrasting the service or the product's effort and perceived benefits, it produces the overall utility evaluation to judge the commodity service. In marketing, perceived value is the ultimate criterion of marketing effect. But in the social network environment, how the perceived value affects the user's willingness to share and then affects the marketing effect is still an open question. To solve this problem, this paper first constructs a research model of perceived value, user trust and willingness to share, then obtains 245 valid questionnaires by questionnaire, and then makes an empirical analysis by using SPSS software. Including correlation analysis, regression analysis and intermediary effect analysis, The final conclusions are: (1) the four dimensions of perceived value of social network users have a positive impact on trust; (2) social network users trust has a positive impact on the willingness to share; (3) social network users trust in social value, entertainment value, There are some mediating roles between emotional value and information value and willingness to share. Taking social network as the research object, this paper discusses the influence of perceived value on the user's willingness to share under the social network environment, which is of great significance to the marketing of enterprises. The research results of this paper further enrich the research of social network marketing and related fields, but also can provide a certain reference for enterprises to practice social network marketing.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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