微信用户沟通与市场增长的关系研究

发布时间：2018-04-14 03:04

  本文选题：微信 + 市场增长　； 参考：《科研管理》2017年01期

【摘要】：通过文献回顾和实证研究,结合微信以满足用户需求为目的的功能设计,探讨微信市场增长是否与微信满足用户沟通需求相关。从微信不同功能满足人们不同层次沟通需求的角度,将沟通分为浅层沟通和深层沟通,同时将浅层沟通和深层沟通作为两个自变量,微信市场增长作为因变量进行分析研究,提出微信浅层沟通对微信的市场增长并无显著的影响和微信深层沟通对微信的市场增长有显著的影响两个假设。研究中采用了实证研究中问卷调查法,获得有效问卷140份。数据分析结果表明,微信浅层沟通对微信市场增长并无显著的影响,微信深层沟通对微信市场增长有显著的影响,所提出的两个假设验证都得到通过。这个研究结论不仅是对微信市场增长原因的探析,也是对人们需求的一个解读,有利于学者展开对微信进一步研究,也有利于微信团队研究出更多的满足用户需求的功能,使微信在激烈的竞争环境中保持领先。
[Abstract]:Through literature review and empirical research, combining with the functional design of WeChat to meet the needs of users, this paper discusses whether the market growth of WeChat is related to the communication needs of users.From the point of view of different functions of WeChat to meet people's communication needs at different levels, the communication is divided into shallow communication and deep communication. At the same time, shallow communication and deep communication are regarded as two independent variables, and the market growth of WeChat is analyzed and studied as dependent variables.This paper puts forward two hypotheses that WeChat shallow communication has no significant influence on WeChat's market growth and WeChat deep communication has significant influence on WeChat's market growth.In this study, 140 valid questionnaires were obtained by using questionnaire in empirical research.The results of data analysis show that the shallow communication has no significant effect on the market growth of WeChat, and the deep communication has a significant impact on the market growth of WeChat. The two hypotheses have been verified.This conclusion is not only an analysis of the reasons for the growth of the WeChat market, but also an interpretation of people's needs, which is conducive to further research on WeChat by scholars and to the WeChat team to develop more functions to meet the needs of users.WeChat in the fierce competitive environment to maintain the lead.
【作者单位】： 大连工业大学管理学院;
【分类号】：F49
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本文编号：1747408