微信营销对消费者分享意愿的影响研究

发布时间：2018-01-14 10:19

本文关键词：微信营销对消费者分享意愿的影响研究　出处：《杭州电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动网络的发展，智能移动终端的普及，人们越来越习惯使用手机接入网络，移动互联网将逐渐成为未来互联网的主要力量，无线端营销开始逐渐兴起。从网络营销层面上来看，消费者正变得更为主动，消费者不仅仅是信息的接受者，有时也可以是信息的传递者和分享者，而这正是无线端营销的潜力所在。微信是腾讯公司于2011年初推出的一款基于本地手机通讯录的即时通讯软件，当前已经拥有超过5亿的注册用户。微信公众平台是腾讯公司在微信原有功能的基础上朝着社会化媒体方向新增加的功能模块，，通过公众订阅号，企业可以向订阅用户推送包括文字、图片、语音、视频和图文在内的多媒体信息，这也是当前企业开展微信营销的最主要方式。本文以微信为研究平台，以微信用户中关注企业订阅号的消费者为研究对象，通过深度访谈提取企业微信营销的五个影响因子，以消费者认知性态度和情感性态度作为中介变量，研究微信营销对消费者分享意愿的影响机制。使用SPSS17.0和AMOS17.0对搜集的数据进行统计分析，主要结论如下：（1）最终得到五个企业微信营销影响因子，分别为信息质量、推送频次、信息量、信息创新性和信息内容，因子分析的结果支持该因子辨别并表明这五个因子具有较好的解释力。（2）数据分析的结果不支持信息质量和信息量对于消费者认认知性态度有显著影响作用，信息内容和信息量对消费者分享意愿有显著的影响作用；其余13个假设均得到了支持。（3）消费者认知性态度和情感性态度对消费者对于企业推送信息的分享行为有正向影响作用。
[Abstract]:With the development of mobile network and the popularity of intelligent mobile terminals, people are more and more used to use mobile phones to access the network, mobile Internet will gradually become the main force of the future Internet. Wireless end marketing began to rise gradually. From the perspective of network marketing, consumers are becoming more active. Consumers are not only the recipients of information, but also information transmitters and sharers sometimes. That's where the wireless marketing potential lies. WeChat is an instant messaging software based on a local mobile phone address book launched by Tencent in early 2011. The WeChat public platform is Tencent's new feature module in the direction of social media, based on the original features of WeChat, via public Subscription account. Enterprises can push multimedia information including text, picture, voice, video and text to subscribers, which is the most important way for enterprises to carry out WeChat marketing. This paper takes WeChat as the research platform, takes the consumers who pay attention to the enterprise Subscription account among the WeChat users as the research object, extracts the five influence factors of the enterprise WeChat marketing through the in-depth interview. Consumer cognitive attitude and emotional attitude as intermediary variables. This paper studies the influence mechanism of WeChat marketing on consumers' willingness to share. Using SPSS17.0 and AMOS17.0 to analyze the collected data, the main conclusions are as follows: Finally, we get five influencing factors of WeChat marketing, which are information quality, push frequency, information quantity, information innovation and information content. The results of factor analysis support the identification of the five factors and show that the five factors have good explanatory power. 2) the results of data analysis do not support that the quality of information and the amount of information have significant influence on consumers' perceived attitude, and the content of information and the amount of information have significant effects on consumers' willingness to share; The remaining 13 assumptions were supported. 3) Cognitive and affective attitudes of consumers have a positive effect on consumers' sharing behavior of pushing information.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

【参考文献】