基于移动社交媒体的品牌营销对消费者态度的影响研究

发布时间：2019-06-04 22:55

【摘要】：移动互联网和智能移动终端的普及,不仅让人与人之间的距离拉得更近,更重要的是让人们随时随地都能互联互通。在新的趋势下,企业在进行品牌营销时该如何把握消费者的心理和行为,就成了本文研究的切入点。本文从技术接受的角度出发,运用整合型技术接受与使用模型(Unified Theory of Acceptance and Use of Technology,UTAUT)来研究这一课题,使其具有较高的学术价值和实践意义。本文以基于移动社交媒体品牌营销的8个因子——易读性、活跃度、绩效期望度、用户分享度、信息质量、参与感、合作性、跨介性为基础设计量表,通过多元统计分析和检验,着重分析了对消费者态度产生影响的因素,在修正研究假设和模型之后,构建了基于移动社交媒体的品牌营销对消费者态度的路径模型,得到了以下结论:第一,本研究扩展的基于移动社交媒体品牌营销六因素——努力期望、绩效期望、社会影响、信息质量、参与感、开放性,其因子结构良好,其中,信息质量、参与感、开放性为促成因素的三个维度;消费者态度三因素——消费者认知性态度、情感性态度、购买意愿,其因子结构良好。第二,相关分析的结果表明,基于移动社交媒体的品牌营销各个因子与消费者态度的三个维度呈明显的正相关关系。第三,路径分析的结果表明:(1)努力期望(包括易读性和活跃度)对认知性态度和情感性态度均不存在显著影响,但是对于购买意愿具有显著的正向影响;(2)绩效期望对认知性态度和情感性态度均存在显著的正向影响,但是对于购买意愿不存在显著影响;(3)社会影响(用户分享度)和参与感对认知性态度、情感性态度和购买意愿均存在显著的正向影响;(4)信息质量对认知性态度存在显著的正向影响,但是对于消费者情感性态度和购买意愿不存在显著影响;(5)开放性对认知性态度和购买意愿均存在显著的正向影响,但是对于情感性态度不存在显著影响。在移动社交媒体的营销趋势下,根据本文的研究结论,笔者从理论上总结了基于消费者态度视角的企业品牌营销观点。主要有:(1)在移动社交媒体上,社会影响和参与感是企业品牌营销的关键因子;(2)单纯的品牌推荐是没有意义的,企业只有将自己的品牌内容和品牌文化传递给消费者,才能让消费者感受到其价值所在;(3)在社交媒体日趋移动化的今天,开放性成为了在企业品牌营销中对购买意愿最具影响力的因素,这里的开放性包括了合作性和跨介性。此外,从应用和实践层面对企业进行品牌营销提出了几点建议:(1)强化用户参与感,培养互动情怀度;(2)培植核心粉丝群,激发粉丝热情;(3)提升社群聚焦度,扩大用户分享;(4)发掘产品尖叫度,保持品牌记忆;(5)建立跨平台、跨终端的整合营销体系。
[Abstract]:The popularity of mobile Internet and intelligent mobile terminal not only makes the distance between people closer, but also makes people connected anytime and anywhere. Under the new trend, how to grasp the psychology and behavior of consumers in brand marketing has become the starting point of this paper. From the point of view of technical acceptance, this paper studies this subject by using integrated technology acceptance and use model (Unified Theory of Acceptance and Use of Technology,UTAUT), which makes it have high academic value and practical significance. This paper designs the scale based on eight factors of mobile social media brand marketing-readability, activity, performance period expectation, user sharing, information quality, participation, cooperation and intercommunication. Through multivariate statistical analysis and test, this paper focuses on the factors that affect the consumer attitude. After revising the research assumptions and models, the path model of brand marketing attitude to consumers based on mobile social media is constructed. The conclusions are as follows: first, the expanded brand marketing of mobile social media is based on the six factors of mobile social media brand marketing-effort expectation, performance expectation, social impact, information quality, participation, openness, and its factor structure is good. Information quality, participation and openness are the three dimensions of contributing factors. Consumer attitude three factors-consumer cognitive attitude, emotional attitude, purchase intention, its factor structure is good. Secondly, the results of correlation analysis show that there is an obvious positive correlation between the factors of brand marketing based on mobile social media and the three dimensions of consumer attitude. Thirdly, the results of path analysis show that: (1) effort expectation (including readability and activity) has no significant effect on cognitive attitude and affective attitude, but has a significant positive effect on purchase intention; (2) performance expectation has a significant positive effect on cognitive attitude and emotional attitude, but has no significant effect on purchase intention; (3) Social impact (user sharing) and participation have significant positive effects on cognitive attitude, emotional attitude and purchase intention; (4) Information quality has a significant positive effect on cognitive attitude, but there is no significant effect on consumer emotional attitude and purchase willingness. (5) openness has a significant positive effect on cognitive attitude and purchase intention, but has no significant effect on affective attitude. Under the marketing trend of mobile social media, according to the conclusions of this paper, the author theoretically summarizes the point of view of enterprise brand marketing based on consumer attitude. The main contents are as follows: (1) in mobile social media, social impact and participation are the key factors of enterprise brand marketing; (2) simple brand recommendation is meaningless. Only by passing on their own brand content and brand culture to consumers, can consumers feel their value; (3) with the increasing mobility of social media, openness has become the most influential factor in corporate brand marketing, which includes cooperation and cross-communication. In addition, some suggestions on brand marketing are put forward from the aspect of application and practice: (1) strengthening the sense of user participation and cultivating the degree of interaction; (2) cultivating the core fan group and arousing the enthusiasm of fans; (3) improve community focus and expand user sharing; (4) explore product acumen and maintain brand memory; (5) establish cross-platform and cross-terminal integrated marketing system.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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