品牌与非品牌微信公众号营销效果差异及影响因素研究

发布时间：2018-03-16 10:33

本文选题：微信公众号类型　切入点：意见领袖　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络技术的革新、移动通信技术的发展和移动智能终端的普及促进了自媒体平台的蓬勃发展。2012年8月23日,微信公众平台上线之后,凭借着其独特的优势,迅速替代微博,成为了当下最为主流的自媒体平台。具有持续的高质量的内容生产能力的内容生产者开始大量转移到微信公众平台,因为微信公众平台为他们提供了更好的内容创作和呈现形式,在社交环境下的更有效的内容传播渠道,以及更忠诚和易于管理的粉丝群体。这也使得这部分微信公众号具备了营销价值。由于拥有庞大的用户数量和社交属性,而对于企业来讲,微信公众平台是一个非常好的展现产品或服务,进行促销活动,获得精准用户的平台。也为其实现与用户的互动和商品售卖提供了新的可能性。到目前为止,大多数企业都拥有自己的微信公众号。因此,本研究将微信公众号分为两类。一类是品牌公众号,是指由企业注册,以推送本品牌的产品或服务信息、促销活动等营销信息为目的的微信公众号,其多为微信服务号,也有部分订阅号。一类是非品牌公众号,是指由个人、组织或企业注册,推送资讯、娱乐等多种内容的微信公众号。本文研究了这两类微信公众号在营销效果上的差异,以及微信公众号的信息特征和消费者个人的消费决策风格的影响作用。本研究采用了文献研究、深度访谈与问卷调查相结合的研究方法。通过文献研究和深度访谈形成基本的研究思路,并筛选出信息特征和消费决策风格两类影响因素。再通过问卷调查的方法获得了 469位大学生的相关数据,使用SPSS23.0软件对问卷数据进行分析。研究结果显示,相比于品牌公众号,非品牌公众号更容易成为消费者的意见领袖,更容易获得消费者的信任,更容易激发消费者的购买意愿;意见领袖作用对于公众号类型和信任度之间的关系具有显著的中介效应;信任对于意见领袖作用和购买意愿之间的关系具有显著的中介效应;意见领袖作用—信任这一中介链对公众号类型和购买意愿关系的链式中介效应也是显著的;微信公众号的信息特征在意见领袖作用和信任度之间起调节作用,微信公众号信息的专业性、互动性和新颖趣味性都对意见领袖作用和信任之间的关系有正向调节作用;消费者的消费决策风格对不同类型的微信公众号与意见领袖作用之间的关系具有负向调节作用,对于意见领袖作用与信任度之间的关系具有正向调节作用。
[Abstract]:The innovation of network technology, the development of mobile communication technology and the popularization of mobile intelligent terminal promote the vigorous development of self-media platform. In August 23rd 2012, after the public platform of WeChat was launched, it quickly replaced Weibo with its unique advantages. Content producers with sustained high quality content production capacity began to move in large numbers to WeChat's public platform. Because the WeChat public platform provides them with a better form of content creation and presentation, a more effective channel for content dissemination in a social environment, And a more loyal and manageable fan base. This also gives this part of WeChat Official account a marketing value. Because of its huge number of users and social attributes, and for companies, WeChat Public platform is a very good platform for displaying products or services, promoting activities, getting accurate users. It also offers new possibilities for its interaction with users and the sale of goods. Most enterprises have their own WeChat Official account. Therefore, this study classifies the WeChat Official account into two categories. One is the brand Official account, which refers to the product or service information registered by the enterprise in order to push the brand. Promotion activities and other marketing information for the purpose of WeChat Official account, most of the WeChat Service account, but also some Subscription account. One is the non-brand Subscription account, refers to individuals, organizations or enterprises registered, push the information, Official account of WeChat, entertainment and other content. This paper studies the difference in marketing effect between the two types of WeChat Official account. As well as the information characteristics of WeChat Official account and the influence of consumer's individual consumption decision style. The research method of combination of in-depth interview and questionnaire survey. Through literature research and in-depth interview to form the basic research ideas, The information characteristics and consumption decision style were screened out. The data of 469 college students were obtained by questionnaire, and the data of the questionnaire were analyzed by SPSS23.0 software. The results showed that, Compared with brand Official account, non-brand Official account is more likely to become consumer opinion leaders, more easily to obtain consumer trust, more likely to stimulate consumer willingness to buy; The role of opinion leader has a significant intermediary effect on the relationship between Official account type and trust, trust on the relationship between opinion leader role and purchase intention, and trust has significant intermediary effect on the relationship between Official account type and trust degree. The chain of opinion leadership-trust is also significant in the relationship between Official account's type and willingness to buy, and the information characteristics of Official account play an important role in regulating the relationship between opinion leadership and trust. The professional, interactive and new interest of Official account information on WeChat has a positive effect on the relationship between opinion leadership and trust. The consumer's consumption decision style has a negative effect on the relationship between different types of WeChat Official account and opinion leadership, and a positive regulation on the relationship between opinion leadership and trust.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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