微信营销的采纳意向影响因素研究

发布时间：2018-04-09 04:11

本文选题：微信营销　切入点：采纳意向　出处：《南京师范大学》2015年硕士论文

【摘要】：微信已成为人们一种新的生活方式,有关数据显示,截止2013年10月,微信的用户数量已超过6亿,成为国内乃至亚洲地区采纳量最大的即时通讯软件。微信的火热,催生了一个新的网络营销方式,即微信营销。微信为用户和商家搭建了一个很好的互动平台,当微信的商业价值日益凸显,越来越多的商家开始尝试采纳微信创造有效的营销模式。微信营销最核心的问题就是用户,影响用户微信营销采纳意向的因素便成为迫在眉睫的研究问题。本研究以微信用户为样本进行实证研究,深入探讨影响用户微信营销采纳意向的关键因素,构建微信营销的采纳意向影响因素研究模型。首先,通过回顾有关微信营销、网络营销采纳理论模型和应用较多的采纳影响因素的研究,确定TAM和IDT为研究的理论基础,研究变量为用户个人特征中的相容性、个人创新,用户对网络营销的感知中的感知有用性、感知易用性、感知娱乐性,网络营销自身特征中的网络外部性、互动性,以及采纳意向；并构建研究模型,提出研究假设。其次,在参考以前学者的测量量表的基础上完成各研究变量的测量,发放并回收700份有效调查问卷；并采纳SPSS 18.0和AMOS 18.0对收集到的有效数据进行分析,以验证提出的研究模型及假设；结果显示,7个假设均被验证成立,各影响因素对采纳意向的影响程度从强到弱依次为：感知有用性、网络外部性、互动性、个人创新、感知易用性、感知娱乐性和相容性。最后,结合微信营销实践逐一解释研究结论,并据此为商家的微信营销实践提供启示,此外,还对研究局限作了简单阐述,并对未来进一步研究的方向进行展望。
[Abstract]:WeChat has become a new way of life. As of October 2013, WeChat has more than 600 million users, making it the most widely used instant messaging software in China and even in Asia.The hot heat of WeChat, gave birth to a new network marketing method, namely WeChat marketing.WeChat has built a good interactive platform for users and merchants. When the commercial value of WeChat is increasingly prominent, more and more businesses begin to try to adopt WeChat to create an effective marketing model.The most core problem of WeChat marketing is the user.This study takes WeChat users as a sample to conduct an empirical study, deeply discusses the key factors that affect the user's intention to adopt WeChat marketing, and constructs a research model of the influencing factors of WeChat marketing adoption intention.First of all, by reviewing the research on WeChat marketing, network marketing adoption theory model and the factors that influence the adoption, the author determines that TAM and IDT are the theoretical basis of the research, and the research variables are the compatibility of the user's personal characteristics and personal innovation.Users' perceived usefulness, perceived usability, perceived entertainment, network externality, interactivity, and adoption intention in their perception of network marketing; and build a research model, and propose research hypotheses.Secondly, on the basis of referring to the measurement scale of previous scholars, we completed the measurement of each research variable, distributed and recovered 700 effective questionnaires, and analyzed the effective data collected by using SPSS 18.0 and AMOS 18.0.The results show that all of the seven hypotheses are valid, and the influence of each factor on the intention of adoption is from strong to weak: perceived usefulness, network externality, interactivity, personal innovation, and so on.Perceived ease of use, perceived entertainment and compatibility.Finally, the research conclusion is explained one by one by combining the marketing practice of WeChat, and the enlightenment is provided for the marketing practice of WeChat. In addition, the limitations of the research are briefly expounded, and the direction of further research is prospected.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-4

【相似文献】