微信营销对百货消费者购买意愿的影响研究

发布时间：2018-03-30 10:59

本文选题：微信营销　切入点：感知状况　出处：《福建农林大学》2015年硕士论文

【摘要】：新世纪以来,互联网行业得到了快速的发展,特别是近几年,移动互联网的发展速度更是令人惊叹。而微信这是在这样的大环境中迅速成长的,随着微信用户的急剧增加,研究微信营销也显得越来越重要。如何利用微信营销帮助百货企业摆脱困境,如何助其一臂之力是本文研究的重点。基于此,本文的第一部分主要阐述研究的背景、意义、内容、方法、国内外研究概况,难点和创新等是对全文的概括性的说明；第二部分是微信营销和购买意愿相关因素的研究,说明了微信的发展历程、特点、模式以及微信营销的文献综述,还有购买意愿的影响因素,以及购买意愿,感知价值和信任状况之间的联系和影响；第三部分主要写了问卷的形成,有变量的选取,研究假设,理论研究模型,还有问卷的设计以及预调研等内容；第四部分是数据的分析,对收集到的数据进行描述性统计分析,信度分析和效度分析,相关性分析,在数据可信,质量有效的前提下,进行了回归分析,最后得出三者之间的相互影响关系。本文的研究平台是微信,研究对象是微信用户,中间变量是感知状况和信任状况,通过调查问卷的形式进行实地调研,运用实证的方法对购买意愿的影响因素、影响程度等进行实证研究,最后得出结论如下：1、在感知状况方面,品牌知名度、与用户的互动程度和促销信息的实用性与其高度相关。2、在信任状况方面,信息质量和品牌知名度对信任情况影响较大,双方相关性很强,但与用户的互动程度和促销信息的实用性与信任情况的相关性就较低了。3、在购买意愿方面,品牌知名度和与用户的互动程度与购买意愿的相关度较高,信息质量和促销信息实用性的相关度次之。购买意愿和信任状况呈正相关,而且关系紧密；感知状况与购买意愿呈正比例关系,且影响程度较大。
[Abstract]:Since the new century, the Internet industry has been developing rapidly, especially in recent years, the speed of mobile Internet development is even more amazing. WeChat is growing rapidly in such a big environment, with the rapid increase of WeChat users. Research on WeChat marketing is becoming more and more important. How to use WeChat marketing to help department stores get rid of difficulties and how to help them out is the focus of this paper. Based on this, the first part of this paper mainly describes the background and significance of the research. The content, method, domestic and foreign research survey, difficulties and innovation are the general explanation of the full text. The second part is the research on the related factors of WeChat marketing and purchase intention, which explains the development course and characteristics of WeChat. Model and WeChat marketing literature review, as well as the influence factors of purchase intention, perceived value and trust. The third part mainly wrote the form of questionnaire, the selection of variables, the research hypothesis. The fourth part is the analysis of data, including descriptive statistical analysis, reliability analysis and validity analysis, correlation analysis. Under the premise of effective quality, the regression analysis is carried out, and finally the relationship between them is obtained. The research platform of this paper is WeChat, the research object is WeChat user, the intermediate variable is perception and trust. Through the field investigation in the form of questionnaire, using the empirical method to carry on the empirical research to the influence factor of the purchase intention, the influence degree and so on, finally draws the conclusion as follows: 1, in the perception condition aspect, the brand well-known, The degree of interaction with users and the practicability of promotional information are highly related to them. In terms of trust, the quality of information and the popularity of brands have a great impact on the trust situation, and the relationship between the two sides is very strong. However, the correlation between the degree of interaction with users and the practicability of promotional information and trust is lower. In terms of purchase intention, brand awareness and interaction with users have a higher correlation with purchase intention. The relationship between the information quality and the practicability of promotional information is second. The relationship between purchase intention and trust is positive, and the relationship between perceived situation and purchase intention is positive, and the degree of influence is greater.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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