服装企业微博平台属性、发布方式、微博受众对用户行为影响

发布时间：2018-03-16 03:36

本文选题：服装企业微博　切入点：用户行为　出处：《浙江理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着微博快速发展，微博营销在全世界范围内迅速崛起，越来越多的服装企业致力于微博营销，虽然很多专家学者致力于微博营销特点和策略的研究，却忽视了企业微博平台和用户行为的研究，平台属性、发布方式、微博受众是企业微博平台内容中与用户行为相关联的三个方面，因此，服装企业微博平台对用户行为影响的研究对微博营销的开展具有重大意义。本文以某服装企业微博平台作为案例分析对象，基于TAM理论对影响用户行为的服装企业平台属性、发布方式、微博受众进行研究，为服装企业提供良好的微博平台策略。笔者通过文献查阅、深度访谈及对服装企业微博平台的研究，构建企业微博平台技术接受模型，该模型基于TAM理论用于解释用户对新信息技术的接受程度。通过TAM理论研究企业微博平台对用户行为的影响因素，将用户行为划分为认知度、满意度、参与度、转化率四个维度，并结合某服装企业微博平台属性、发布方式、微博受众的观察数据对用户行为进行分析。基于模型设计企业微博平台对用户行为影响的问卷，利用SPSS19.0进行数据分析，，先采用信效度分析、主成分分析、线性回归分析对模型进行验证，再通过描述性统计分析、方差分析、相关分析和交叉分析，得出企业微博平台属性、发布方式、微博受众对用户行为的影响，主要结论如下：（1）认知度：用户对平台属性、发布方式、微博受众的认知水平较为一致，认知水平与性别和年龄无关。用户最熟悉的微博属性是微博内容，版块是微博动态，应用是微话题，个性化平台是官方网站或店铺链接，微博受众是粉丝。（2）满意度：用户对服装企业微博平台属性、发布方式、微博受众的满意度不同。用户最满意的表达方式是服装图片与文字相结合，最满意的内容形式是服装产品信息，最满意有名人明星参与的服装企业微博。（3）参与度：用户参与服装企业微博平台的意愿不同。用户参与微博时间不固定；与男性相比，女性的参与意愿更大；参与的信息渠道是企业粉丝；参与社会热点可以增加粉丝和点击率；愿意参与与服装产品相关的微话题。（4）转化率：用户参与服装企业微博平台的行为有利于转化为消费者，其中愿意参与个性化平台和接受平台推荐的用户更易转化成消费者，关注企业粉丝的用户更易成为企业微博粉丝。根据研究结论，对服装企业微博提出关于平台属性、发布方式、微博受众的平台策略，为服装企业微博平台管理和策略研究提供建议。
[Abstract]:With the rapid development of Weibo and the rapid rise of Weibo marketing all over the world, more and more garment enterprises are devoting themselves to Weibo marketing, although many experts and scholars have devoted themselves to the study of the characteristics and strategies of Weibo marketing. However, it ignores the research of Weibo platform and user behavior, the platform attribute, the way of publishing, the audience of Weibo is the three aspects related to user behavior in the content of the platform of Weibo, therefore, The research on the influence of Weibo platform on user behavior is of great significance to the development of Weibo marketing. In this paper, a garment enterprise Weibo platform is taken as a case study object, and based on the TAM theory, the clothing enterprise platform attributes that affect the user behavior are analyzed. Release way, Weibo audience carries on research, for clothing enterprise provides a good Weibo platform strategy. Based on literature review, in-depth interview and the research on Weibo platform of garment enterprises, the author constructs a technological acceptance model for the platform of Weibo. Based on TAM theory, this model is used to explain the acceptance of new information technology. Based on the TAM theory, the paper studies the influencing factors of user behavior on Weibo platform, and classifies user behavior into recognition, satisfaction and participation. The conversion rate is four dimensions, combined with Weibo platform attribute, publishing mode, the audience's observation data to analyze the user behavior. Based on the model, the paper designs the questionnaire on the influence of the platform on the user behavior. Using SPSS19.0 to analyze the data, we first use reliability and validity analysis, principal component analysis, linear regression analysis to verify the model, then through descriptive statistical analysis, variance analysis, correlation analysis and cross-analysis, we get Weibo platform attribute. The main conclusions are as follows: the cognition of the user to the platform attribute, the way of release, and the cognitive level of the audience of Weibo are consistent. Cognitive level has nothing to do with gender and age. The most familiar attribute of Weibo to the user is Weibo content, the section is the Weibo dynamic, the application is a micro-topic, and the personalized platform is an official website or shop link. Weibo's audience is a fan. 2) satisfaction: users have different satisfaction with the clothing enterprise Weibo's platform attributes, publishing methods and Weibo audience's satisfaction. The most satisfying expression of users is the combination of clothing pictures and words. The most satisfied content form is clothing product information, and the most satisfied clothing enterprise Weibo. Xi 3 is most satisfied with the participation of celebrity stars: users have different willingness to participate in the clothing enterprise Weibo platform. The time of user participation in Weibo is not fixed; compared with men, Female participation is more willing to participate, the information channel of participation is enterprise fans, participation in social hot spots can increase fan and click rate; Willing to participate in micro-topics related to clothing products. Conversion rate: the behavior of users participating in Weibo platform of garment enterprises is beneficial to the transformation into consumers, among which users who are willing to participate in personalized platforms and accept platform recommendations are more likely to become consumers. The user who pays attention to the enterprise fan is easy to become the enterprise Weibo fan. According to the conclusion of the research, this paper puts forward the platform strategy of the clothing enterprise Weibo about the platform attribute, the way of release, the audience of Weibo, and provides suggestions for the platform management and strategy research of the clothing enterprise.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;G206

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