微博营销内容、消费者信任和B2C渠道偏好间关系的实证研究
发布时间：2018-12-13 22:02
【摘要】：微博从诞生到成长,经历了从单纯的即时通讯工具到综合型社交网络平台的变更,其商业价值也被不断地被企业挖掘出来。如今越来越多的企业将微博作为一种营销手段,而作为与互联网有着天然紧密联系的电子商务企业,也都在不同程度上进行着微博营销。 B2C电子商务是所有细分领域当中竞争最为激烈的,行业内领先的前十家企业占据了90%的市场,其中天猫和京东更是形成了两强争霸的局面。在如此激烈的竞争中,任何企业都不会放弃尝试一种新的营销手段,如微博。B2C企业自2009年开始先后注册了微博官方账号,其官方微博也经历了初步发展、快速成长、逐渐成熟的过程,但是B2C企业微博营销内容究竟能在多大程度上增强消费者对微博的信任,又能将多少消费者通过微博粉丝转化为渠道粉丝,这是本文所希望解决的问题。 本文通过理论分析和实证研究相结合的方法,从微博营销内容着手,将其划分为企业微博内容、媒体微博内容、消费者微博内容和互动内容四个维度。其中前三个维度是针对于消费者在浏览B2C企业微博时被动接收到的信息,并根据其信息源不同进行分类,对于着来自一方、三方和二方的信息内容；第四个维度是针对消费者在浏览B2C企业微博时通过交流互动而主动获取的信息。通过文献分析,结合B2C企业微博的实际情况,本文阐述了微博营销内容、消费者对微博的信任度和消费者的B2C渠道偏好三者之间的关系,推理出研究假设,构建了理论模型。之后通过问卷调查和数据分析,验证了研究假设,并对模型进行了修正。研究结果可以归纳为三点结论：首先,所有四个维度的内容都能增强消费者对企业微博的信任度,其中企业微博内容和媒体微博内容具有非常显著的增强作用,消费者微博内容和互动内容具有较为显著的增强作用；其次,消费者微博内容和互动内容可以增强消费者的B2C渠道偏好,但是作用较为微弱,企业微博内容和媒体微博内容不能增强消费者的B2C渠道偏好；再次,消费者对于微博的信任,并不能直接转化为消费者对其B2C渠道的偏好。 基于上述研究结论,本文提出三点建议。首先是企业应继续加强微博营销,并对微博内容进行合理调整,以增强消费者对微博的信任度；其次是企业应注重与消费者的互动,及时解决消费者的问题,只有这样才能增强微博粉丝对于其B2C渠道的偏好度；最后是企业应注重渠道的整体建设,仅仅依靠微博营销,宣传企业正面形象是不足以令消费者信服的,而是要依靠过硬的整体实力说话。
[Abstract]:From birth to growth, Weibo has experienced changes from simple instant messaging tools to integrated social networking platforms, and its commercial value has been constantly excavated by enterprises. Nowadays, more and more enterprises regard Weibo as a kind of marketing means, and as an electronic commerce enterprise with natural and close connection with the Internet, they are also carrying on Weibo marketing in varying degrees. B2C e-commerce is the most competitive in all the subdivision areas, the top 10 enterprises in the industry occupy 90% of the market, Tmall and JingDong have formed the situation of the two powers competing for hegemony. In such fierce competition, no enterprise will give up trying a new marketing method. For example, Weibo. B2C enterprises have successively registered the official Weibo account number since 2009, and its official Weibo has also experienced initial development and rapid growth. Gradually mature process, but B2C enterprise Weibo marketing content to what extent can enhance consumer's trust to Weibo, and how many consumers can be transformed into channel fans through Weibo fans, this is the problem this article hopes to solve. By combining theoretical analysis with empirical research, this paper divides Weibo's marketing content into four dimensions: the content of the enterprise, the content of the media, the content of the consumer, and the content of the interaction. The first three dimensions are aimed at the information received passively by consumers while browsing B2C enterprise Weibo, and classified according to their different sources of information, for the information content from one side, three parties and two sides; The fourth dimension is aimed at the information that consumers get through communication and interaction when browsing Weibo of B2C enterprise. Through literature analysis, combined with the actual situation of Weibo in B2C enterprise, this paper expounds the relationship among the content of Weibo marketing, the trust degree of consumers to Weibo and the consumers' B2C channel preference, deduces the research hypotheses and constructs the theoretical model. Then the research hypothesis is verified by questionnaire and data analysis, and the model is modified. The results of the study can be summarized into three conclusions: first, all four dimensions of content can enhance consumers' trust in enterprise Weibo, among which the content of enterprise Weibo and the content of media Weibo have a very significant enhancement effect. The content of consumer Weibo and the interactive content have obvious enhancement function; Secondly, the content and interactive content of consumer Weibo can enhance consumers' B2C channel preference, but the effect is weak. The content of enterprise Weibo and media Weibo can not enhance consumers' B2C channel preference. Again, the trust of consumers to Weibo, can not be directly transformed into consumer preference for its B-2 C channel. Based on the above conclusions, this paper puts forward three suggestions. First of all, enterprises should continue to strengthen Weibo's marketing, and reasonable adjustment to the content of Weibo, in order to enhance consumers' confidence in Weibo; Secondly, enterprises should pay attention to the interaction with consumers, solve the problems of consumers in time, only in this way can enhance Weibo fans' preference degree for its B2C channel; Finally, the enterprise should pay attention to the overall construction of channels, only rely on Weibo marketing, propaganda of the positive image of the enterprise is not enough to convince consumers, but rely on strong overall strength to speak.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2377319
[Abstract]:From birth to growth, Weibo has experienced changes from simple instant messaging tools to integrated social networking platforms, and its commercial value has been constantly excavated by enterprises. Nowadays, more and more enterprises regard Weibo as a kind of marketing means, and as an electronic commerce enterprise with natural and close connection with the Internet, they are also carrying on Weibo marketing in varying degrees. B2C e-commerce is the most competitive in all the subdivision areas, the top 10 enterprises in the industry occupy 90% of the market, Tmall and JingDong have formed the situation of the two powers competing for hegemony. In such fierce competition, no enterprise will give up trying a new marketing method. For example, Weibo. B2C enterprises have successively registered the official Weibo account number since 2009, and its official Weibo has also experienced initial development and rapid growth. Gradually mature process, but B2C enterprise Weibo marketing content to what extent can enhance consumer's trust to Weibo, and how many consumers can be transformed into channel fans through Weibo fans, this is the problem this article hopes to solve. By combining theoretical analysis with empirical research, this paper divides Weibo's marketing content into four dimensions: the content of the enterprise, the content of the media, the content of the consumer, and the content of the interaction. The first three dimensions are aimed at the information received passively by consumers while browsing B2C enterprise Weibo, and classified according to their different sources of information, for the information content from one side, three parties and two sides; The fourth dimension is aimed at the information that consumers get through communication and interaction when browsing Weibo of B2C enterprise. Through literature analysis, combined with the actual situation of Weibo in B2C enterprise, this paper expounds the relationship among the content of Weibo marketing, the trust degree of consumers to Weibo and the consumers' B2C channel preference, deduces the research hypotheses and constructs the theoretical model. Then the research hypothesis is verified by questionnaire and data analysis, and the model is modified. The results of the study can be summarized into three conclusions: first, all four dimensions of content can enhance consumers' trust in enterprise Weibo, among which the content of enterprise Weibo and the content of media Weibo have a very significant enhancement effect. The content of consumer Weibo and the interactive content have obvious enhancement function; Secondly, the content and interactive content of consumer Weibo can enhance consumers' B2C channel preference, but the effect is weak. The content of enterprise Weibo and media Weibo can not enhance consumers' B2C channel preference. Again, the trust of consumers to Weibo, can not be directly transformed into consumer preference for its B-2 C channel. Based on the above conclusions, this paper puts forward three suggestions. First of all, enterprises should continue to strengthen Weibo's marketing, and reasonable adjustment to the content of Weibo, in order to enhance consumers' confidence in Weibo; Secondly, enterprises should pay attention to the interaction with consumers, solve the problems of consumers in time, only in this way can enhance Weibo fans' preference degree for its B2C channel; Finally, the enterprise should pay attention to the overall construction of channels, only rely on Weibo marketing, propaganda of the positive image of the enterprise is not enough to convince consumers, but rely on strong overall strength to speak.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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