微信营销对大学生购买意愿影响的实证研究

发布时间：2019-01-04 11:44

【摘要】：随着我国智能手机和移动互联网的普及程度不断提高,微信作为移动互联网使用率最高的社交平台,也取得巨大的发展,并被很多商业企业作为新型营销渠道和平台。在校大学生是微信用户群中的一个重要部分,也是商业企业微信营销的潜在重要消费者。因此,研究哪些因素会影响到大学生微信用户购买意愿,对于通过微信平台做推广和营销的商业企业来说就显得尤为重要。论文首先回顾了国内外微信营销的研究现状,然后在对消费者行为理论梳理的基础上,提出理论假设,并继而构建大学生微信购买意愿研究模型。模型以微信营销三大营销方式为自变量,以大学生用户感知价值和感知趣味性为中间变量,大学生用户的购买意愿为因变量来对其微信购买意愿展开分析。论文以上述模型为基础,通过问卷调查收集数据,展开实证分析。分析方法上利用spss19.0软件对回收有效问卷进行信度效度分析、相关性分析和回归分析,检验假设的正确性。实证结论包括微信朋友圈营销和o2o式微信营销能显著影响大学生用户的感知价值和感知趣味性,并直接影响大学生购买意愿;大学生用户感知功能价值和感知趣味性能对大学生用户购买意愿产生显著性影响。最后根据实证结论,提出了对策建议,包括企业在做微信营销的时候将朋友圈社交互动式营销作为微信营销的重点;制定有趣的营销策略;打造O2O二维码式微信营销重塑网络口碑效应;提供有用的产品等。本文的研究有助于扩充国内外关于微信的理论研究,丰富营销学和消费者行为学的相关理论,具备一定的理论意义。同时对商业企业利用微信平台做营销和推广,更好的满足消费者需求提供借鉴;并为大学生利用微信平台进行低成本创新创业提供指导,具备一定的实践意义。
[Abstract]:With the increasing popularity of smart phones and mobile Internet in China, WeChat, as the social platform with the highest use of mobile Internet, has made great progress, and has been used as a new marketing channel and platform by many commercial enterprises. College students are an important part of WeChat users and potential consumers of WeChat marketing. Therefore, it is very important to study which factors will affect the purchase intention of college students' WeChat users, which is especially important for the commercial enterprises that promote and market through the WeChat platform. Firstly, this paper reviews the current research situation of WeChat marketing at home and abroad, then puts forward the theoretical hypothesis on the basis of combing the consumer behavior theory, and then constructs the research model of college students' WeChat purchase intention. The model takes the three marketing methods of WeChat marketing as independent variables, takes the perceived value and perceived interest of university students as the intermediate variable, and the purchase intention of college students as dependent variables to analyze their WeChat purchase willingness. Based on the above model, the paper collects data by questionnaire and carries out empirical analysis. The reliability and validity analysis, correlation analysis and regression analysis were carried out to verify the validity of the hypothesis by using spss19.0 software. The empirical results include WeChat friend circle marketing and o2o marketing, which can significantly affect the perceived value and perceived interest of college students, and directly affect college students' purchase intention. The perceived functional value and perceived interest of college students have a significant impact on the purchase intention of college students. Finally, according to the empirical conclusions, the paper puts forward some countermeasures and suggestions, including making the social interactive marketing of friends circle as the focus of WeChat marketing, making interesting marketing strategies, and making some interesting marketing strategies. Create O 2 D code marketing to reshape web word-of-mouth effect; provide useful products, etc. The research in this paper is helpful to expand the theoretical research on WeChat at home and abroad, enrich the relevant theories of marketing and consumer behavior, and have certain theoretical significance. At the same time for commercial enterprises to use WeChat platform to do marketing and promotion, better to meet the needs of consumers; and for college students to use WeChat platform for low-cost innovation to provide guidance, has a certain practical significance.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F713.55

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