网络公益营销对公众态度影响的实证研究

发布时间：2018-08-13 14:02

【摘要】：公益营销作为近些年来较为新颖的营销方式受到企业的青睐,出现在网络上的公益营销也如雨后春笋般涌现。目前,关于公益营销在网络中的应用研究大多集中在购物平台捐赠、网络广告宣传等方面,缺少对网络公益营销活动机理的深入剖析。本文认为针对单一企业的某项网络公益营销活动进行的研究很难全面概括网络公益营销活动的总体特点,因此,需要从整体角度对网络公益营销与传统线下公益营销做出有效区分。传统的公益营销活动研究侧重于公众的购买意向或行为,而网络公益营销侧重于公众参与,通过公众参与,公众对企业产生积极印象,进而为企业带来收益。企业所关心的是提高网络公益营销效果,即网络公益营销中如何吸引更多的人参与网络公益活动。分析网络公益营销与传统线下公益营销相比的突出特点,这些特点是否会影响公众对公益事件的认知参与,通过公众参与进而影响公众对企业的态度。本文通过文献阅读,深入剖析了网络公益营销活动的作用机理,总结网络公益营销活动的总体特征,归纳出互动性、信息呈现方式多样、便利性等几个网络公益营销的突出特征。结合技术接受模型、说服性传播等理论,从信源、信道、信宿三方面归纳出信息呈现、主观规范、互动性和便利性对公众参与产生影响;结合作用机理提出企业与公益事业的契合度会影响公众参与与公众态度之间的关系。本文在理论论证的基础上辅以实证分析,验证了以参与为中介,以企业与公益事业契合度为调节的理论模型。对参与过网络公益营销活动的公众发放问卷,共收集有效问卷562份,采用SPSS和AMOS软件对样本数据进行信效度分析,结构方程模型对各假设进行检验,以AMOS中Bootstrap方法验证中介效应和Multi group分组方法进行调节效应验证。在理论分析和实证研究的基础上,得出本研究的结论:公众参与对公众对企业的态度产生正向影响;网络公益营销中互动性、信息呈现、主观规范和便利性会对公众参与产生正向影响;公众参与在互动性、信息呈现、主观规范、便利性与企业态度中起到了中介作用;公益事业与企业的契合程度在公众参与和企业态度中起到了正向调节作用。因此,企业应在网络公益营销活动中应进行有效的信息传播,与公众进行良性互动,加强对公益事件信息的跟踪,完整性和及时性的报道,使公众加深对公益事件的印象,进而影响公众对企业的态度。本研究的结论为以后的相关研究提供一定的借鉴意义,对企业的网络公益营销活动有一定的启示作用。
[Abstract]:As a relatively novel marketing method in recent years, public welfare marketing has been favored by enterprises. At present, most of the research on the application of public welfare marketing in the network is focused on shopping platform donation, network advertising and so on, lacking of in-depth analysis of the mechanism of network public welfare marketing activities. This paper holds that it is difficult to generalize the overall characteristics of a network public welfare marketing activity in a single enterprise, therefore, it is difficult to summarize the overall characteristics of the network public welfare marketing activity. We need to make an effective distinction between the network public welfare marketing and the traditional offline public welfare marketing from the whole angle. Traditional research on public welfare marketing activities focuses on the purchase intention or behavior of the public, while network public marketing focuses on public participation. Through public participation, the public has a positive impression on the enterprise and then brings profit to the enterprise. Enterprises are concerned about how to attract more people to participate in network public welfare activities in order to improve the effect of network public welfare marketing. This paper analyzes the prominent characteristics of network public welfare marketing compared with traditional offline public welfare marketing, and whether these characteristics will affect the public's cognitive participation in public welfare events, and the public's attitude towards enterprises through public participation. By reading the literature, this paper analyzes the mechanism of network public welfare marketing activities, summarizes the overall characteristics of network public welfare marketing activities, concludes the interactive, information presentation of a variety of ways, Convenience and so on several network public welfare marketing prominent characteristic. Based on the theory of technology acceptance model and persuasive communication, information presentation, subjective norms, interactivity and convenience have an impact on public participation from three aspects: information source, channel and communication. The relationship between public participation and public attitude is influenced by the degree of agreement between enterprises and public welfare. On the basis of theoretical argumentation and empirical analysis, this paper verifies the theoretical model with participation as the intermediary and the degree of agreement between enterprises and public welfare undertakings as the adjustment. A total of 562 valid questionnaires were collected from the public who participated in the network public welfare marketing activities. The reliability and validity of the sample data were analyzed by using SPSS and AMOS software. The structural equation model was used to test the hypotheses. The mediation effect was verified by the Bootstrap method in AMOS and the adjustment effect was verified by the Multi group grouping method. On the basis of theoretical analysis and empirical research, the conclusions of this study are as follows: public participation has a positive impact on public attitudes towards enterprises; Subjective norms and convenience have a positive impact on public participation, public participation plays an intermediary role in interaction, information presentation, subjective norms, convenience and enterprise attitude. The degree of conformity between public welfare and enterprise plays a positive role in public participation and enterprise attitude. Therefore, the enterprise should carry on the effective information dissemination in the network public welfare marketing activity, carries on the benign interaction with the public, strengthens to the public welfare event information tracking, the integrity and the timeliness report, causes the public to deepen the impression to the public welfare event, And then affect the public attitude towards business. The conclusion of this study provides some reference for the related research, and has some enlightening effect on the enterprise's network commonweal marketing activities.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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