微博营销对消费者购买意愿的影响研究

发布时间：2018-03-05 14:52

本文选题：微博营销　切入点：消费者购买意愿　出处：《沈阳理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着科技的迅猛发展和互联网的高度普及，传统的消费模式已经与当下的实际消费模式产生了很大差别。微博作为新兴媒体，以其信息字数少、内容风格多变、信息辐射范围广、传播速度快等特点，从2006年产生至今赢得了大批网络使用者的青睐。企业借助互联网进行营销活动，特别是借助微博作为营销平台，是顺应时代发展的必然趋势，因此研究微博营销模式在当下是很有必要的。本文在回顾当前研究学者的理论研究的基础上，以微博营销为研究对象，通过深度访谈以及调研问卷的形式研究了微博营销对消费者购买意愿的影响。论文首先探究得出了影响消费者购买意愿的微博营销因子，据此以TAM技术接受模型为基础，将营销因子同感知利益、感知风险、感知与预期价值匹配程度这三个中间变量以及消费者的购买意愿共同建立了关系模型。并通过描述性统计分析、探索性因子分析、结构方程模型以及方差分析等分析方法进行实证分析和假设验证。实证研究结果表明：在微博营销因子中，消费者的信息需求相关性对消费者购买意愿的影响最大，互动性对消费者购买意愿的影响最弱。四个微博营销因子既通过感知利益、感知与预期价值匹配程度间接影响消费者购买意愿，，也通过感知风险、感知与预期价值匹配程度间接影响消费者购买意愿。最后笔者根据实证结果对当前企业的微博营销提出了相关建议。
[Abstract]:With the rapid development of science and technology and the high popularity of the Internet, the traditional consumption pattern has been very different from the current actual consumption mode. Since 2006, it has won the favor of a large number of network users. Enterprises use the Internet to carry out marketing activities, especially with Weibo as the marketing platform. It is an inevitable trend to conform to the development of the times, so it is necessary to study Weibo's marketing model at present. On the basis of reviewing the theoretical research of current research scholars, this paper takes Weibo marketing as the research object. Through in-depth interviews and questionnaires, this paper studies the influence of Weibo marketing on consumers' willingness to buy. Firstly, the paper explores the Weibo marketing factors that affect consumers' willingness to buy. Based on the TAM technology acceptance model, this paper studies the influence of Weibo marketing on consumers' purchase intention. The relationship model is established with the three intermediate variables of marketing factor, perceived interest, perceived risk, perceived and expected value matching degree, as well as the consumer's purchase intention, and through descriptive statistical analysis, exploratory factor analysis. The structural equation model and variance analysis are used to analyze and verify the hypothesis. The empirical results show that: among Weibo's marketing factors, the correlation of consumers' information demand has the greatest influence on consumers' willingness to buy, while interactivity has the weakest effect on consumers' willingness to buy. The degree of perceived and expected value matching indirectly affects consumers' willingness to buy, and also through perceived risk, The degree of perceived and expected value matching indirectly affects consumers' willingness to buy. Finally, the author puts forward some suggestions on Weibo's marketing according to the empirical results.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55

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