内容营销对消费者购买意愿的影响研究

发布时间：2019-01-27 09:11

【摘要】：伴随社会化媒体的普及,传统的广告传播方式已经不能很好的适应当今消费者的偏好。与过去的被动接受相比,如今的消费者开始借助社会化媒体主动搜寻。大量的企业为迎合消费者的变化,开始以讲故事的方式向消费者传播品牌与产品的信息。据《2014北美企业内容营销调查报告》显示,有超过七成的企业内容营销花费占其企业传播总预算一半左右,企业的重视使内容营销成为营销领域新的研究热点,逐渐引起学者们的重视。但研究尚处在起步阶段,对内容营销传播效果和路径的研究还鲜有出现。基于上述原因,本文希望可以挖掘出内容营销中影响购买意愿的因素以及各因素之间的关系。首先,本文梳理国内外文献有关内容营销和购买意愿的相关研究,在界定了内容营销等相关概念的基础上,分别阐述了消费者决策理论和品牌认同理论,为扎根理论的假设提出奠定了理论基础。其次,通过深度访谈、焦点小组和扎根理论等一系列质化研究方法对汽车、金融理财、食品、移动通讯四类产品的消费者探索性研究,根据研究结果提出了相应假设,并构建内容营销对购买意愿影响的实证模型。最后,采用营销实验和问卷相结合的形式收集数据,通过回归分析和方差分析等方法对所收集的数据进行分析,进而对相关假设及理论模型进行验证。数据结果表明,内容营销中信息型内容、娱乐型内容、情感型内容是影响消费者购买意愿的主要因素,而品牌认同在内容营销影响购买意愿的过程中起到部分中介的作用。同时,消费者的产品涉入度在内容营销对购买意愿和品牌认同影响过程中起调节作用,具体表现为相对于高涉入而言,内容营销在低涉入组中对购买意愿和品牌认同的正向影响作用较显著。最后本研究结合上述结果,从理论和实践相结合的方式对营销管理提出了建议,并总结了研究中的局限性。
[Abstract]:With the popularity of social media, the traditional advertising media has not been able to adapt to the preferences of today's consumers. Compared with passive acceptance in the past, consumers are now turning to social media for active search. In order to cater to the changes of consumers, a large number of enterprises began to spread brand and product information to consumers in a storytelling way. According to the < 2014 North American Enterprise content Marketing Survey >, more than 70% of the enterprise content marketing expenditure accounts for about half of the total enterprise communication budget. The attention of enterprises makes content marketing a new research hotspot in the marketing field. Gradually attracted the attention of scholars. However, the research is still in its infancy, and the research on the effect and path of content marketing communication is rare. Based on the above reasons, this paper hopes to excavate the factors that influence the purchase intention and the relationship between the factors in content marketing. First of all, this article combs the domestic and foreign literature about the content marketing and the purchase intention related research, on the basis of defining the content marketing and other related concepts, separately elaborated the consumer decision-making theory and the brand identity theory. It lays a theoretical foundation for the hypothesis of taking root in theory. Secondly, through a series of qualitative research methods, such as in-depth interview, focus group and root theory, this paper explores the consumers of automobile, financial management, food and mobile communication, and puts forward the corresponding hypothesis according to the research results. And build an empirical model of the effect of content marketing on purchase intention. Finally, the data are collected by the combination of marketing experiment and questionnaire, and the collected data are analyzed by means of regression analysis and variance analysis, and then the relevant hypotheses and theoretical models are verified. The results show that the information content, entertainment content and emotional content are the main factors that affect consumers' willingness to buy in content marketing, while brand identity plays a part of intermediary role in the process of content marketing. At the same time, the product involvement of consumers plays a regulating role in the influence of content marketing on the purchase intention and brand identity, which is shown as compared with high involvement. The positive effect of content marketing on purchase intention and brand identity was significant in low involvement group. Finally, combining the above results, this paper puts forward some suggestions on marketing management from the combination of theory and practice, and summarizes the limitations of the research.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55

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