服装企业微博互动对消费者品牌态度的影响探究
发布时间：2018-10-21 15:08
【摘要】：2006年国外的twitter将微博的概念引入人们的视野,2007年被引入国内，2013年上半年，新浪微博的注册用户数量已经达到了5.36亿，微博已经成为人们上网的主要活动之一。微博的用户包括有专家、歌手、演员、教师和学生等。各行业的企业利用微博上丰富的用户资源，开通官方微博，开展微博互动营销活动，通过与用户的交流沟通最终达到影响消费者品牌态度和品牌购买意愿。服装与每个人的生活息息相关。本文将以服装企业微博互动作为对象，定量研究其对消费者品牌态度的影响。 本文的研究模型基础是理性行为模型，该模型认为态度包括认知性和情感性态度，品牌态度会正向影响品牌购买意愿。通过文献研究和深度访谈，确定了服装企业微博互动影响品牌态度的前置因素：知识质量、信息的发布速度、官微的明星效应、奖励活动、与粉丝互动。接着邀请新浪微博上服装企业官微的155名粉丝填写问卷，进行数据收集。最后利用SPSS19.0对数据进行了信度、效度、相关分析、回归分析和中介效应分析。 本研究的主要结论是：（1）服装企业微博互动的五个因子与认知性和情感性态度相关。（2）服装企业微博互动的五个因子中，其中三个因子知识质量、官微的明星效应、与粉丝互动对品牌态度的认知性态度、情感性态度都有显著正向影响。但是信息发布速度和奖励活动不会影响消费者的认知性和情感性态度。（3）服装企业微博互动的三个因子：知识质量、官微的明星效应、与粉丝互动通过认知性品牌态度和情感性品牌态度的中介作用，间接影响品牌购买意愿。
[Abstract]:In 2006, twitter introduced Weibo's concept into people's field of vision. In 2007, Weibo was introduced into China. In the first half of 2013, the number of registered users has reached 536 million. Weibo has become one of the main online activities. Weibo's users include experts, singers, actors, teachers and students. The enterprises of various industries make use of Weibo's abundant user resources, open up official Weibo, carry out the interactive marketing activities of Weibo, and finally influence the consumer brand attitude and brand purchase intention through the communication with users. Clothing is closely related to everyone's life. This paper will take Weibo as the object to study quantitatively the influence of Weibo on consumer brand attitude. The research model is based on rational behavior model, which holds that attitude includes cognitive and affective attitudes, and brand attitude will positively affect brand purchase intention. Through literature research and in-depth interviews, this paper determines the pre-factors that influence brand attitude of clothing enterprise Weibo interaction: knowledge quality, information release speed, official micro-star effect, reward activities, and interaction with fans. Then invite Sina Weibo on the clothing enterprise official Wei 155 fans fill in the questionnaire, data collection. Finally, SPSS19.0 is used to analyze the reliability, validity, correlation, regression analysis and intermediary effect. The main conclusions of this study are as follows: (1) the five factors of Weibo interaction are related to cognition and affective attitude. The cognitive attitude and affective attitude of interaction with fans have significant positive effects on brand attitude. However, the speed of information release and reward activities will not affect the cognitive and emotional attitude of consumers. (3) the three factors of Weibo interaction in garment enterprises: knowledge quality, the star effect of official and micro, The interaction with fans indirectly influences brand purchase intention through the intermediary function of cognitive brand attitude and emotional brand attitude.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.86
本文编号：2285475
[Abstract]:In 2006, twitter introduced Weibo's concept into people's field of vision. In 2007, Weibo was introduced into China. In the first half of 2013, the number of registered users has reached 536 million. Weibo has become one of the main online activities. Weibo's users include experts, singers, actors, teachers and students. The enterprises of various industries make use of Weibo's abundant user resources, open up official Weibo, carry out the interactive marketing activities of Weibo, and finally influence the consumer brand attitude and brand purchase intention through the communication with users. Clothing is closely related to everyone's life. This paper will take Weibo as the object to study quantitatively the influence of Weibo on consumer brand attitude. The research model is based on rational behavior model, which holds that attitude includes cognitive and affective attitudes, and brand attitude will positively affect brand purchase intention. Through literature research and in-depth interviews, this paper determines the pre-factors that influence brand attitude of clothing enterprise Weibo interaction: knowledge quality, information release speed, official micro-star effect, reward activities, and interaction with fans. Then invite Sina Weibo on the clothing enterprise official Wei 155 fans fill in the questionnaire, data collection. Finally, SPSS19.0 is used to analyze the reliability, validity, correlation, regression analysis and intermediary effect. The main conclusions of this study are as follows: (1) the five factors of Weibo interaction are related to cognition and affective attitude. The cognitive attitude and affective attitude of interaction with fans have significant positive effects on brand attitude. However, the speed of information release and reward activities will not affect the cognitive and emotional attitude of consumers. (3) the three factors of Weibo interaction in garment enterprises: knowledge quality, the star effect of official and micro, The interaction with fans indirectly influences brand purchase intention through the intermediary function of cognitive brand attitude and emotional brand attitude.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.86
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