社交媒体影响下的品牌对俄罗斯青少年购买意愿的影响

发布时间：2021-01-20 12:32

　　如今青少年已经成为拥有很强购买力的人群,应该得到更多的关注。社会化媒体极大地影响了他们的决策过程,特别是他们的购买意愿。因此,对品牌来说,通过社交网络服务与青少年建立可靠的关系是至关重要的。现在影响塑造青少年的偏好,培养他们的品牌忠诚度是非常重要的,因为现在的青少年就是未来的消费者。品牌应该了解青少年有不同于成人的特殊特征。青少年（Z一代）和成人（千禧一代、X一代和婴儿潮一代）在品牌和零售商的选择方面有所不同;他们对购买风险、物质主义、技术、价格和营销手段有着不同的看法。最重要的是,他们对社会化媒体的看法也有所不同。品牌所使用的社会化媒体是说服青少年增加消费的强有力的购买工具。现代这种强大的技术对青少年的影响远比其他代任何时候都多。本文基于调查者的手机品牌,研究探讨社会化媒体对青少年购买意愿的影响作用,包括品牌信任、品牌形象、在线品牌社群和网络口碑等变量;品牌信任和品牌形象的中介作用;年龄的调节作用,即社会化媒体对青少年和成人购买意向的影响差异。为了预测青少年的购买行为,将其与成年人的购买行为进行比较,并测量所需题项,同时,因为现在几乎每个人都拥有手机,所以本文选择手机品牌作为参照调查... 

【文章来源】：哈尔滨工业大学黑龙江省 211工程院校 985工程院校

【文章页数】：78 页

【学位级别】：硕士

【文章目录】：
Abstract
摘要
Chapter 1 INTRODUCTION
    1.1 Research background
    1.2 Objectives and significance of the research
        1.2.1 Objectives
        1.2.2 Significance of the research
    1.3 Literature review
        1.3.1 Social Media and its influence on Brand Perception and Purchase Intention .. 3
        1.3.2 Differences between adolescents’ and adults’ Purchase Intention influencedby Social Media
        1.3.3 Comments on literature review
    1.4 Main research content and basic study methods
        1.4.1 Main research content
        1.4.2 Basic study methods
        1.4.3 Research technology roadmap
Chapter 2. THEORETICAL ANALYSIS AND HYPOTHESESDEVELOPMENT
    2.1 Description of adolescents’ and adults’ consumer behavior
        2.1.1 Characteristics of adolescents and their consumer behavior
        2.1.2 Characteristics of adults and their consumer behavior
        2.1.3 Comparative analysis of adolescents and adults and theirconsumer behavior
    2.2 Hypotheses development of adolescents’ perception of the Effect of Brandinfluenced by Social Media
        2.2.1 The effect of Brand Trust influenced by Social Media on adolescents’ Purchase Intention
        2.2.2 The effect of Brand Image influenced by Social Media on adolescents’ Purchase Intention
        2.2.3 The effect of Online Brand Community influenced by Social Media onadolescents’ Purchase Intention
        2.2.4 The effect of eWOM influenced by Social Media on adolescents’ PurchaseIntention
        2.2.5 The differences between adolescents’ and adults’ perception of the Effect ofBrand Influenced by Social Media
    2.3 Chapter summary
Chapter 3 RESEARCH DESIGN AND DATA ANALYSIS
    3.1 Data collection
    3.2 Measurement
        3.2.1 Measurement of adolescents and adults’ Purchase Intention
        3.2.2 Measurement of the Effect of Brand influenced by Social Media
    3.3 Reliability, validity, and common bias
        3.3.1 Reliability analysis
        3.3.2 Validity
        3.3.3 Common bias
        3.3.4 Correlation analysis
    3.4 Statistical results
        3.4.1 Relationships between Brand Image, Brand Trust, Online Brand Community, and eWOM influenced by Social Media and adolescents Purchase intention
        3.4.2 The mediating effect of Brand Trust influenced by Social Media and BrandImage influenced by Social Media
        3.4.3 Different influence of Social Media on adolescents and adults’ perception ofThe Effect of Brand
    3.5 Discussion
    3.6 Chapter summary
Chapter 4 RECOMMENDATIONS TO PROMOTE ADOLESCENTS’ PURCHASE INTENTION
    4.1 To develop Brand Trust strategy in Social Media
    4.2 To develop Brand Image strategy in Social Media
    4.3 To develop Online Brand Community strategy in Social Media
    4.4 To develop eWOM strategy in Social Media
    4.5 Chapter summary
CONCLUSION
REFERENCES
APPENDIX
ACKNOWLEDGEMENT
RESUME



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