企业微博互动对消费者品牌忠诚和购买意愿的影响机制研究

发布时间：2018-03-08 16:12

本文选题：微博　切入点：互动策略　出处：《华中科技大学》2013年博士论文　论文类型：学位论文

【摘要】：当前，微博已成为各种组织与个人沟通的重要工具。许多企业开始把微博看做品牌建设和促销的新渠道。由于微博的自媒体特征，消费者在与企业对话的过程中比以往有更强的话语权，在微博平台上也更愿意与企业互动。如何利用微博提升消费者的忠诚度和购买意愿成为企业当前关注的重点问题之一。但与微博的蓬勃发展相比，企业对如何在微博上进行品牌建设和促销还处于摸索阶段，从已有的少量企业－消费者互动社交媒体互动的文献来看，企业的社交媒体互动对消费者的品牌忠诚和购买意愿有显著的正向影响，但还没有进一步深入研究不同类型和不同特征的企业微博互动对消费者品牌忠诚和购买意愿的作用机理。微博的“基于兴趣的互动”、“去中心性”、“环境亲密”等特点与企业原有的电子商务环境有重要区别，我们的研究目标是基于企业微博互动的策略和特征，构建企业微博互动对消费者品牌忠诚和购买意愿的作用机制模型来为企业的微博品牌建设和促销提供理论指导。首先采用扎根理论进行了预研究，在新浪的企业微博上收集66家代表性企业的主帖（1395条）和跟帖（5959条），通过编码和范畴化构建了企业微博互动对消费者-品牌关系的影响机制的模型，并进行了理论饱和度检验。研究结果表明1）企业的微博互动策略有两种：社会性互动和任务导向型互动；2）企业的微博互动策略会影响消费者的品牌情感和品牌认知并最终影响消费者品牌关系。其中消费者的品牌情感主要包括愉悦情感和唤起情感，品牌认知包括品牌感知质量、关联性感知和共鸣；3）在消费者知识、行业和品牌知名度不同的情况下，，上述影响机制存在差异。其次在使用与满足理论、组织支持理论和组织参与理论的基础上建立了企业微博互动对消费者品牌忠诚的影响机制模型并进行了实证检验。研究结果表明企业在的微博上的社会性互动和商业互动的重要性是不同的。社会性互动同时影响消费者的社会情感支持感知和信息支持感知，商业互动仅影响消费者的信息支持感知；消费者的社会情感支持感知和信息支持感知有助于形成消费者的微博黏性和品牌忠诚。相对于商业性互动而言，企业在微博上的社会性互动是对消费者微博黏性和品牌忠诚有更大的正向影响。由此可见，企业的微博品牌建设应以社会性互动为主，商业性互动应当融合到社会性互动之中，并通过提升用户黏性的方式增强品牌忠诚。最后在消费者学习理论、信息整合理论和态度理论的基础上，构建了企业微博互动对消费者购买意愿的影响机制模型并进行了实证检验。结果表明，微博互动的趣味性、信息性、情景契合性和响应性这四个互动质量特征对消费者购买意愿均有显著的正向影响。其中，趣味性、信息性和情景契合性通过消费者的产品态度影响购买意愿，响应性则直接影响消费者的购买意愿。同时，趣味性对消费者产品态度的影响最大，响应性则对消费者购买意愿的影响最大。这表明企业应把微博促销的重点放在提升对消费者的响应性和内容的趣味性上。
[Abstract]:At present, micro-blog has become an important tool for organizational communication and personal. Many enterprises began to micro-blog as brand building and promotion of the new channel. Since the media characteristics of micro-blog, consumers have a stronger voice in the process of dialogue and enterprise than ever, in the micro-blog platform, but also more willing to interact with a company how to use. Micro-blog to enhance customer loyalty and purchase intention to become one of the key problems of enterprise of current concern.
With the development of micro-blog in enterprises is still in the exploratory stage of brand construction and promotion in micro-blog, from the small enterprise existing consumer interactive social media interaction literature, social media interaction on consumer brand loyalty and purchase intention has a significant positive effect, but there is no mechanism of loyalty different types and characteristics of the enterprises of micro-blog interactive consumer brand and purchase intention of further study. Micro-blog's "interest based interaction", "center", "environmental close" etc. and the original enterprise e-commerce environment has great difference, the goal of our research is strategy and features of enterprise micro-blog interactive based on the construction of micro-blog interactive on consumer brand loyalty to the enterprise and purchase intention mechanism model for enterprise micro-blog brand construction and promotion. For theoretical guidance.
First, using grounded theory of pre study, collected 66 representative enterprises in the Sina company micro-blog on the main thread (1395) and (5959), the influence mechanism of enterprise of micro-blog interactive consumer brand relationship model is constructed by encoding and categorization, and the theory of saturation test. The results showed that 1) there are two kinds of micro-blog interactive strategies for enterprises: social interaction and task oriented interaction; 2) micro-blog interactive strategy of enterprise brand affect and brand awareness will affect consumers and ultimately affect the consumer brand relationship. The brand emotion includes emotion and arousing the emotion, including brand awareness brand perceived quality association, perception and resonance; 3) in consumer knowledge, industry and brand awareness in different situations, the influence mechanism of the difference.
Secondly, in the basis of the use and gratification theory, organizational support theory and organization participation theory is established on the impact of micro-blog interactive on consumers brand loyalty mechanism model and an empirical test. The results show that the importance of social interaction and interaction in the business enterprise on micro-blog is different. At the same time affect the consumer's social interaction social emotional support perception and information support perception, business interaction only affects the consumer's perception of consumer information support; social support perceived emotional support perception and information contributes to the formation of consumer loyalty and brand loyalty. Compared to the micro-blog commercial interaction, social interaction in micro-blog's enterprise is to have a positive impact on consumers more micro-blog loyalty and brand loyalty. Thus, the micro-blog brand construction enterprises should be based on social interaction, commercial interaction should be When integrated into social interaction, brand loyalty is enhanced by improving the stickiness of the user.
Finally, learning theory in consumer based information integration theory and attitude theory, constructs the model of influence mechanism of enterprise micro-blog interactive on consumer purchase intention and an empirical test. The results show that micro-blog interactive fun, informative, situational fit and positive effect of the sound interaction between the four quality features on consumer purchase will have a significant interest. Among them, information, and influence the purchase intention of the scene to fit the product attitude and response will directly affect the consumer's purchase intention. At the same time, effects of interest on consumer product attitude, the maximum response of influence on consumer purchase intention. This shows that the enterprise should focus on micro-blog promotion on the promotion of consumer response and interesting content.

【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;G206

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