基于微博的旅行社口碑转发意愿影响因素研究

发布时间：2018-02-03 20:13

本文关键词： 网络口碑微博转发意愿旅行社　出处：《暨南大学》2014年硕士论文　论文类型：学位论文

【摘要】：作为网络口碑传播的重要载体，微博已经成为一种新型的口碑营销工具。口碑再传播表现在微博中就是其“转发”功能。本文从口碑接收者的角度，以微博接收者的口碑转发意愿为研究对象，，探讨其影响因素有哪些。本文是在文献综述和微博口碑转发实际情况考察的基础上，从信息发布者层面、信息内容层面、信息接收者层面、信息发布者与信息接收者关系强度等四个方面探讨微博接收者转发意愿的影响因素，并加入微博接收者对该微博的信任这一中介变量，以及微博接收者的产品涉入程度和微博涉入程度这两个调节变量，从而构建基于微博的旅行社口碑转发意愿影响因素的理论模型。文章的结尾，笔者根据相关的研究结论针对旅行社如何利用微博开展口碑营销提出了一些对策和建议。本文采取网络问卷调查的方式，共收集到211份有效问卷，然后运用SPSS17.0、AMOS18.0等统计分析工具对所构建的理论模型进行验证，研究结果表明：（1）微博发布者的专业性、微博内容的趣味性、微博接收者的利他动机和自我提升动机、微博发布者与微博接收者的关系强度对微博的转发意愿产生正向影响。（2）微博接收者对于该微博的信任在微博发布者的专业性、微博内容的趣味性以及微博发布者和微博接收者的关系强度和微博转发意愿之间起中介作用；（3）微博接受者的产品涉入程度在微博发布者专业性以及微博转发意愿之间起调节作用，但是微博涉入程度并没有在微博内容的趣味性和微博转发意愿之间起调节作用。
[Abstract]:As an important carrier of network word of mouth, Weibo has become a new marketing tool of word of mouth. Retransmission of word of mouth is its "forwarding" function in Weibo. Take Weibo receiver's will to transmit word of mouth as the research object, discuss its influence factors. This paper is based on the literature review and the review of the actual situation of Weibo word of mouth, from the information publisher level, the information content level, the information receiver level. This paper discusses the influence factors of Weibo receiver's forwarding intention from four aspects, such as the strength of the relationship between the information publisher and the information receiver, and joins Weibo receiver's trust in the Weibo as an intermediary variable. As well as the product involvement degree of Weibo receiver and Weibo involvement degree of these two regulatory variables, thus building a theoretical model based on Weibo travel agency word of mouth forwarding intention influencing factors. The end of the article. According to the relevant research conclusions, the author puts forward some countermeasures and suggestions on how to use Weibo to carry out word-of-mouth marketing. In this paper, 211 valid questionnaires were collected by means of network questionnaire, and then the theoretical model was verified by SPSS 17.0AMOS18.0 and other statistical analysis tools. The results show that: (1) the professionalism of Weibo publishers, the interest of Weibo content, the altruistic motivation and self-promotion motivation of Weibo recipients. The relationship between Weibo publisher and Weibo receiver has a positive effect on Weibo's forwarding intention. (2) the trust of Weibo receiver in Weibo plays a mediating role between Weibo publisher's professionalism, Weibo content's interest, the relationship strength between Weibo publisher and Weibo receiver and Weibo's will to forward; (3) the product involvement of Weibo receiver plays a regulatory role between Weibo publisher's professionalism and Weibo's forwarding intention. But Weibo's involvement did not play a role in regulating the interest of Weibo's content and Weibo's willingness to forward.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F592.6

【参考文献】