新媒体传播对转发意愿及品牌态度的影响研究

发布时间：2018-08-04 07:47

【摘要】：传统传播环境下企业营销传播活动对用户品牌态度形成具有显著影响,但社会化媒体的发展极大地改变了企业营销传播的生态环境,现阶段企业的社会化媒体传播并未获得预期影响力,需要从理论上对企业社会化媒体传播的策略及其影响因素进行创新性研究。本文采用实验研究方法,基于企业传播信息内容主题、信息源、传播策略与用户再传播意愿和品牌态度间关系的理论假设,实证研究发现:企业社会化媒体传播对用户品牌态度有正向显著影响;信息内容主题类型、信息源、传播组合策略对用户再传播意愿有显著影响;用户再传播意愿对用户品牌态度的影响不显著等。研究结论丰富了企业社会化媒体传播的理论研究,对企业社会化媒体传播实践具有指导意义。
[Abstract]:Under the traditional communication environment, enterprise marketing communication activities have a significant impact on the formation of user brand attitude, but the development of social media has greatly changed the ecological environment of enterprise marketing communication. At present, the social media communication of enterprises has not gained the expected influence, so it is necessary to carry on the innovative research on the tactics and influencing factors of the enterprise social media communication theoretically. Based on the theoretical hypothesis of the relationship between the information content theme, information source, communication strategy and users' re-propagation willingness and brand attitude, this paper adopts the experimental research method. The empirical study finds that: corporate social media communication has a positive and significant impact on user brand attitude, information content theme type, information source, communication combination strategy has a significant impact on users' retransmission willingness; The influence of user's retransmission intention on user's brand attitude is not significant. The conclusion enriches the theoretical research of corporate social media communication and has guiding significance to the practice of enterprise social media communication.
【作者单位】：西南财经大学工商管理学院;
【基金】：国家自然科学基金项目,品牌关系驱动力作用下的品牌资产产出模型研究(批准号:71372209),网络环境下的新型定价模式研究(批准号:71331004),补救时机与策略的匹配性原创模型研究(批准号:71072169)资助教育部新世纪优秀人才支持计划(批准号:NCET-13-0962)资助
【分类号】：F273.2;G206

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