微商信息源特性对消费者购买意愿的影响研究

发布时间：2018-10-23 08:03

【摘要】：作为提供实时性通讯社交的免费电子客户端,微信自2011年应用以来很快成为智能终端最重要的信息交流软件之一。随着知名度和使用率的提升,微信的赢利性功能逐步显现,个人微商用户数量在短期内迅速增加。微商的潜在消费者多为彼此相互熟知的朋友,关系信任和互动质量高,也更容易打造个性化朋友圈,实时传递商品状态,并有针对性地建立并保持客户关系。然而,大多数微商在几个月刷屏和“杀熟”模式下,不仅没有获得预期的经济回报,而且朋友圈好友间的关系也渐行渐远。同时,也有部分微商却能在繁冗复杂的网络环境中做得风生水起,呈现出交易量、回购率节节攀升的良好态势,朋友圈的关系也因之而更加紧密并得以迅速蔓延,这两种现象大相径庭,值得深入探究。鉴于此,作者着手进行本文的研究探索,以期为微商的健康发展提供借鉴。现有研究表明,信息源的特性会影响消费者购买意愿,而作为发布产品信息的信息源,微商的特性也将对其微商活动起到重要的影响作用。微商发布相关产品信息,即所谓的微商广告后,朋友圈好友会对其所发广告主观上持有一定的态度,这种态度可以归为广告态度。广告态度作为心理活动的一种,在消费者心理学领域的研究中,常常被证明直接或间接影响着消费者购买意愿,而在购买意愿产生的路径中,消费者卷入度等自身因素亦担当着重要的影响因子。因此,文章根据移情效应和态度改变模型,分析了微商信息源特性对其朋友圈好友购买意愿的影响。文章建立了微商信息源特性(可信性、专业性和吸引力)、消费者广告态度和消费者购买意愿模型,引入消费者卷入度为调节变量,对402个有效样本进行结构方程技术分析发现:微商特性中专业性、吸引力两个特性对消费者广告态度和购买意愿有显著的正向影响作用,而可信性作用不显著;消费者广告态度在路径中显示出部分中介作用。基于研究结论,微商应该着重提升个人对于产品的了解程度以及对专业知识的储备量,并且通过丰富自己的生活或培养优良的兴趣以增加个人吸引力。
[Abstract]:As a free electronic client for real-time communication, WeChat has quickly become one of the most important information exchange software for intelligent terminals since its application in 2011. With the promotion of popularity and usage, the profit function of WeChat gradually appears, and the number of personal microbusiness users increases rapidly in the short term. The potential consumers of microquotient are mostly friends who know each other. The quality of relationship trust and interaction is high. It is also easier to create a personalized circle of friends to transfer the status of goods in real time and to establish and maintain customer relationships. However, most of them have not only failed to get the expected financial return, but also the relationship between friends and friends has gradually gone away in a few months' scrubbing screen and "killing familiar" mode. At the same time, some of them are able to do well in the complicated network environment, showing a good trend of trading volume and rising repo rate. As a result, the relationship between friends has become more close and spread rapidly. These two kinds of phenomena are quite different, and are worthy of further exploration. In view of this, the author proceeds with the research of this paper in order to provide reference for the healthy development of the derivative. Current studies show that the characteristics of information sources will affect consumers' willingness to buy, and as a source of information for publishing product information, the characteristics of derivative quotient will also play an important role in their derivative activities. After the product information is released by the derivative, the friends in the circle of friends will have a certain attitude towards the advertisement they send, which can be classified as the advertising attitude. Advertising attitude as a kind of psychological activity, in the field of consumer psychology, has often been proved to directly or indirectly affect consumers' purchase intention, and in the path of purchase intention. Consumer involvement and other factors also play an important role. Therefore, based on the empathy effect and attitude change model, this paper analyzes the influence of the characteristics of the derivative information source on the purchasing intention of its friends in the circle of friends. This paper establishes a model of the characteristics of the derivative information source (credibility, professionalism and attractiveness), consumer advertising attitude and consumers' willingness to buy, and introduces the degree of consumer involvement as the regulating variable. The structural equation analysis of 402 effective samples shows that the characteristics of derivative are professional and attractive have a significant positive effect on consumer advertising attitude and purchase intention, but credibility has no significant effect; Consumer advertising attitude in the path shows part of the intermediary role. Based on the conclusion of the research, the derivative should focus on enhancing the personal understanding of the product and the reserve of professional knowledge, and increase the personal attractiveness by enriching their own life or cultivating good interest.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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