社会化媒体特性对购买意愿影响因素探索

发布时间：2018-03-08 11:08

本文选题：社会化媒体　切入点：渠道特性　出处：《中国流通经济》2017年08期 　论文类型：期刊论文

【摘要】：社会化媒体正逐步取代传统媒体获得广告主与消费者的认可和青睐。然而,企业作为广告主在社会化媒体营销渠道选择上的差异,显示了不同社会化媒体特性与营销效果的差异。社会化媒体不同特性会对用户感知有用性和感知易用性产生不同的影响,进而影响用户购买意愿。其中,信息获取、用户真实、兼容贯通对感知易用性有积极影响,信息获取、感知易用性、用户真实对感知有用性有正向影响,而交流互动、投入参与、隐私保密对感知有用性和感知易用性没有显著影响。因此,为更好地推动社会化媒体营销实践,对广告主而言,要提高用户购买意愿,应选择那些能够聚集更多相同爱好与需求人群,能够为用户提供充足、准确、有效购买信息,且具有搜索与直接购买功能的更加方便的社会化媒体;对社会化媒体而言,要改善营销效果,应重新认识活跃度与在线时长作用,努力提高所提供信息的准确性和有效性,提高信息获取的便捷性,增加购买和跳转到购买页面的功能。
[Abstract]:Social media is gradually replacing traditional media to gain recognition and favor from advertisers and consumers. Different characteristics of social media have different effects on users' perceived usefulness and perceived ease of use, which in turn affect the user's willingness to buy. Compatibility has a positive impact on perceived usability, information acquisition, perceived usability, user reality has a positive impact on perceived usefulness, and communication, interaction, participation, Privacy secrecy has no significant impact on perceived usefulness and perceived ease of use. Therefore, in order to better promote social media marketing practices, advertisers should increase their willingness to buy, Choose more convenient social media that bring together more people with the same interests and needs, provide users with adequate, accurate and effective information, and have the ability to search and purchase directly; for social media, In order to improve the marketing effect, we should re-recognize the effect of activity and online time, try to improve the accuracy and effectiveness of the information provided, improve the convenience of obtaining information, and increase the function of purchasing and jumping to the purchase page.
【作者单位】：中国人民大学商学院;北京第二外国语学院国际商学院;
【基金】：北京市哲学社会科学重点项目“北京市旅游企业战略能力与集团化发展模式研究”(12JGA009)
【分类号】：F713.55;G206-F

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