忠实粉丝帖子信息对潜在用户购买决策的影响

发布时间：2018-03-22 20:54

  本文选题：粉丝　切入点：帖子　出处：《云南大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来随着小米华为等手机销量的走高,“米粉”、“花粉”进入了人们的视野。与被动的接受手机企业大量的广告相比,有购买手机倾向的消费者更喜欢主动的上网搜索相关信息,而虚拟社区正好提供了粉丝线上评价、分享等活动的平台,同时也是潜在消费者重要的信息来源,虚拟社区中的这些帖子信息会影响到有购买手机倾向的潜在消费者的购买决策。本文基于前景理论、线索利用等理论基础,并对忠实粉丝做了简单限定,设计出了忠实粉丝帖子信息对潜在消费者购买决策影响的理论模型,设置了潜在用户是有手机购买倾向的这一控制变量,探讨了忠实粉丝发布的帖子的数量、文本属性、内容属性、时效性和发帖者资信度对潜在消费者购买决策的影响,根据文献与本论文研究整理,设计各变量量表,并通过问卷星发放和收集数据。通过统计分析对本论文的研究模型和理论假设的检验,本论文得出的研究结论有：第一,对于有购买手机倾向的潜在用户来说,浏览过帖子数量与跟帖数量对他们的购买决策没有显著性影响；第二,帖子内部的文本属性对于浏览贴子的潜在用户购买决策影响不显著。对于一个帖子内部来说,潜在用户关心的手机各项配置系数都在帖子内部有文字展示,帖子内部只要文字包含了潜在用户所需要了解的所有信息,其是否配上详细的图表说明、视频说明对潜在用户来说都不重要；第三,帖子的内容属性、帖子的时效性与发帖者的资信度对浏览帖子的潜在用户购买决策有正向的影响显著。其中,发帖者资信度影响最大。第四,性别对帖子发布／回复及时性有显著性差异,另外,不同年龄段对发帖者资信度与购买决策的看法显著不同。
[Abstract]:In recent years, with the increase in sales of mobile phones such as Xiaomi and Huawei, "rice noodle" and "pollen" have come into people's view. Compared with passive acceptance of a large number of advertisements from mobile phone companies, consumers who have a tendency to buy mobile phones prefer to actively search the Internet for relevant information. The virtual community provides a platform for online reviews, sharing, and other activities, as well as an important source of information for potential consumers. These posts in the virtual community can affect the purchasing decisions of potential consumers who are inclined to buy mobile phones. This article is based on the theory of foreground, clue utilization and so on, and makes a simple limitation on loyal fans. This paper designs a theoretical model of the influence of loyal fan post information on the purchase decision of potential consumers, sets up the control variable that the potential user is inclined to buy mobile phone, probes into the number of posts published by loyal fans, and discusses the text attributes of the posts posted by loyal fans. The effect of content attributes, timeliness and the information confidence of the poster on the purchasing decision of potential consumers. According to the literature and the research of this paper, the variable scale is designed. Through the statistical analysis of the research model and theoretical hypotheses of this paper, the research conclusions are as follows: first, for potential users who have the tendency to buy mobile phones, The number of posts browsed and the number of posts followed had no significant impact on their purchase decisions. Second, the text attributes within the post had no significant impact on the purchase decisions of potential users browsing posts. All mobile phone configuration factors of concern to potential users are displayed in the post. As long as the text contains all the information that the potential user needs to know, is it accompanied by a detailed chart description? Video description is not important to potential users; third, the content attributes, timeliness of posts and the confidence of the poster have a significant positive impact on the purchasing decisions of potential users who browse posts. Fourth, gender has significant difference on the timeliness of post posting / response. In addition, different age groups have different views on the information confidence of posters and purchase decision.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55
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本文编号：1650337