企业微博营销对大学生购买决策的影响研究

发布时间：2018-01-15 16:11

本文关键词：企业微博营销对大学生购买决策的影响研究　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的普及迎来了网络营销、精准营销等互联网营销新时代,同样微博的开启开辟了微博营销的新航路。微博作为一种全新的实时社交网络平台,不仅仅对人们的沟通交流和社会信息传播方式产生重大影响,更对企业的产品营销和品牌宣传模式有着深刻的影响。许多商家在微博上积极的进行品牌的宣传,树立正面的品牌和企业形象,培育潜在消费者,甚至直接在微博上进行产品的销售。学术界有关微博的研究从微博诞生之日起就没有停止过,前期主要集中在传播学领域,相关学者研究微博的特点、传播方式、对人际关系模式造成的影响等等,后来企业家和商家开始在微博上进行企业产品和品牌的宣传,与此同时有关微博在商业领域的应用的学术研究应运而生。这些学术文献从不同角度提出了企业进行微博营销的策略和建议,阐述了微博营销与企业知名度、品牌美誉度甚至于产品销量的关系。本研究在总结前人有关网络营销、精准营销和微博营销等相关文献的基础之上,采用实证方法试图阐述企业微博营销因子与大学生购买决策的关系。具体来讲,本研究通过阅读相关文献和深度访谈,提出假设并设计测量量表。根据测量量表设计“企业微博营销因子与大学生购买决策的关系”的调查问卷,在进行大规模问卷发放以前,本研究先进行了小规模的预调研,以检测问卷的信度和效度。通过检测以后,本研究开始大规模的问卷发放收集数据,数据分析应用SPSS19.0和AMOS 19.0,内容包括信度和效度的检测、因子分析、相关性分析、结构方程模型检验和中介作用检验。本研究取得的成果有:(1)通过深度访谈和文献查阅借鉴等方法归纳总结出了企业微博营销的六个因子,分别为:信息质量、信息真实性、活动营销、亲友参与、互动营销、意见领袖参与,并得出了企业微博营销因子与大学生购买决策的关系的测量量表。(2)发现了微博营销各个因子对大学生的购买决策具有正向的影响作用,在微博营销各个因子中信息的真实性与大学生认知性品牌态度没有显著的因果关系,活动营销与大学生情感性品牌态度没有明显的因果关系。(3)认知性品牌态度和情感性品牌态度在企业微博营销各因子和购买决策之间确实起到了中介作用。最后文章根据研究的结论,提出了企业微博在微博信息管理、微博粉丝互动管理、微博活动营销管理三方面的建议,分析了本研究的局限和研究展望。
[Abstract]:The popularity of the Internet ushered in a new era of Internet marketing, precision marketing and other Internet marketing, and Weibo opened up a new route of Weibo marketing. Weibo as a new real-time social network platform. Not only the communication and communication of people and the way of social information dissemination have a significant impact, but also has a profound impact on the product marketing and brand publicity mode. Many businesses actively promote the brand on Weibo. Establish a positive brand and corporate image, cultivate potential consumers, even directly on Weibo product sales. Academic research on Weibo has not stopped since Weibo was born. In the early stage, it is mainly focused on the field of communication, and relevant scholars study the characteristics of Weibo, the mode of communication, the impact on the interpersonal relationship model and so on. Later, entrepreneurs and businesses began to promote their products and brands on Weibo. At the same time, the academic research on the application of micro-blog in the field of business came into being. These academic documents put forward the strategies and suggestions of micro-blog marketing from different angles, and elaborated micro-blog marketing and enterprise popularity. The relationship between brand reputation and even product sales. This study is based on the previous literature on network marketing, precision marketing and Weibo marketing. The empirical method is used to explain the relationship between Weibo marketing factors and college students' purchase decision. Specifically, this study is based on the reading of relevant literature and in-depth interviews. According to the measurement scale, the questionnaire of "the relationship between enterprise Weibo marketing factor and college students' purchase decision" was designed, before the large-scale questionnaire was issued. In order to test the reliability and validity of the questionnaire, a small scale pre-survey was conducted in this study. After testing, the study began to collect data on a large scale. Data analysis was performed with SPSS19.0 and AMOS 19.0, including reliability and validity test, factor analysis and correlation analysis. Structure equation model test and intermediary function test. The results of this study are: 1) through in-depth interviews and literature review methods summed up the six factors of micro-blog marketing. They are: information quality, information authenticity, activity marketing, relatives and friends participation, interactive marketing, opinion leaders participation. And obtained the enterprise microblog marketing factor and the university student purchase decision relations measurement scale. 2) found that the microblog marketing each factor has the positive influence function to the university student purchase decision. There is no significant causal relationship between the truthfulness of information and the cognitive brand attitude of college students in Weibo marketing. There is no significant causal relationship between activity marketing and affective brand attitude of college students. Cognitive brand attitude and affective brand attitude do play an intermediary role between the factors of enterprise Weibo marketing and purchase decision. This paper puts forward three suggestions of enterprise Weibo in Weibo information management, Weibo fan interaction management, Weibo campaign marketing management, and analyzes the limitations and research prospects of this study.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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