微信营销对顾客购买意愿的影响研究

发布时间：2018-01-16 22:26

本文关键词：微信营销对顾客购买意愿的影响研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据2017年CNNIC公布最新的中国互联统计报告可以得出,2017年网民数量已经超过7.3亿。台式机的使用率持续下跌,然而手机上网使用率却一直有不断的上升。与之相应的是,微信用户的数量也在不断持续高增长。然而目前学术界对微信及微信营销的研究还比较少,对微信营销的研究依然集中在微信营销特征及对消费者态度和行为的前因和结果分析,而将品牌信任、感知风险为中介的研究相对来说还不算很多。本文则从品牌信任和感知风险的角度的出发,来研究探讨微信营销对顾客购买决策的影响路径,是对当前研究的一种补充。首先主要是对国内外目前微信营销及相关领域的文献研究回顾,整理归纳微信营销、品牌信任及感知风险的维度与概念,得出文章的变量概念与八个维度。在技术接受模型的基础上,结合微信营销特征及信任和感知风险因素,探究它们对顾客购买意愿的影响机制,从而勾勒出具体的分析模型,并提出相应的研究假设。借助SPSS.20软件系统详细的对采集回来的调研数据验证分析,得出描述性、信度效度、相关与回归等分析结果,以之来验证最初提出的研究模型假设。结合前面的数据分析总结出文章的最终研究结论,结论如下:第一,信息质量、互动性和亲友参与作为微信营销特性直接正向积极作用于顾客购买意愿;第二,意见领袖、口碑传播、娱乐性、信任倾向和网络涉入这五个微信营销特征对于顾客买意愿的作用都不显著;第三,感知风险和品牌信任在微信营销对顾客购买意愿模型中起到中介的作用。品牌信任在信息质量、互动性和亲友参与三个维度对顾客购买意愿的作用路径中发挥部分中介效应。感知风险在互动性和亲友参与两个维度对顾客购买意愿的作用路径中发挥部分中介效应。最后根据当前企业内部具体的运营实践提出更加合理、可操作性的建议。
[Abstract]:According to the latest China Internet statistics report released by CNNIC on 2017, the number of Internet users has been more than 730 million. The use of desktop computers has continued to decline in 2017. However, the use of mobile phone online has been rising. Correspondingly, the number of users of WeChat has been growing continuously. However, the academic research on WeChat and WeChat marketing is still relatively small. The research on WeChat marketing is still focused on the marketing characteristics of WeChat and antecedents and results analysis of consumer attitude and behavior, and will trust the brand. The research of perceived risk as a medium is relatively small. This paper discusses the influence of WeChat marketing on customer purchase decision from the perspective of brand trust and perceived risk. It is a supplement to the current research. Firstly, it reviews the current domestic and foreign WeChat marketing and related literature research, summarizes the dimensions and concepts of WeChat marketing, brand trust and perceived risk. On the basis of the technology acceptance model, combining the marketing characteristics of WeChat and the factors of trust and perceived risk, this paper explores the mechanism of their influence on the customer's purchase intention. In order to outline the specific analysis model, and put forward the corresponding research hypotheses. With the help of the SPSS.20 software system, the detailed analysis of the collected data validation, the descriptive, reliability and validity. Correlation and regression analysis results, to verify the original research model hypothesis. Combined with the previous data analysis to summarize the final conclusions of the paper, the conclusions are as follows: first, information quality. Interaction and the participation of relatives and friends as WeChat marketing characteristics directly positive effect on customer purchase intention; Second, opinion leaders, word-of-mouth communication, entertainment, trust tendency and network involvement of the five WeChat marketing characteristics on the customer purchase intentions are not significant; Thirdly, perceived risk and brand trust play an intermediary role in WeChat marketing model of customer purchase intention. Brand trust plays an important role in information quality. The interaction and the participation of relatives and friends play a part of intermediary effect in the path of customer purchase intention. Perceived risk plays a part of intermediary in the two dimensions of interaction and relatives' participation in the path of customer purchase intention. Finally, according to the specific operation practice of the enterprise, it is more reasonable. Operational recommendations.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F713.55

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