基于微博平台的白领网络购物倾向影响因素研究

发布时间：2018-04-03 20:39

本文选题：微博　切入点：白领阶层　出处：《沈阳理工大学》2015年硕士论文

【摘要】：国内领先的白领门户网站MSN中文网发布了《中国白领网络购物调查研究报告》报告发现,当前白领人群的购物习惯正在发生着巨大的变化,即在线购物已渐成主流。本文通过对前人研究文献的查阅、梳理,找到白领阶层网络购物倾向研究的假设前提,通过制作和发放调查问卷进行数据的收集和调研。后期对调查问卷进行整理和总结归纳,对数据进行整合分析。利用概念模型进行相关性和可信度的验证,得出假设条件均具有解释力,证明了假设条件的可靠性,调查问卷的可执行性,数据的真实性。在文章的结论部分,对企业针对白领阶层该如何利用微博进行营销提出了建设性建议。本文在互联网飞速发展的信息时代背景下,以微博为信息传播的主要平台,对白领阶层购买倾向的影响因素进行详尽的分析,并且以真实有效的数据分析白领消费者网购的现状,从现实角度证明微博对白领网购购买倾向的影响力,分析研究对企业通过微博平台进行产品销售给出合理的建议。对于推动微博营销研究工作的开展具有促进意义。
[Abstract]:MSN, a leading white-collar portal in China, published a report on online shopping in China. The report found that the shopping habits of white-collar people are undergoing great changes, that is, online shopping has gradually become the mainstream.This article through the previous research literature review, combs, finds the white-collar class network shopping tendency research hypothesis premise, through the production and the distribution questionnaire carries on the data collection and the investigation.In the later period, the questionnaire is sorted out and summarized, and the data is integrated and analyzed.By using the conceptual model to verify the correlation and credibility, it is concluded that all the hypothetical conditions have explanatory power, which proves the reliability of the hypothetical conditions, the enforceability of the questionnaire and the authenticity of the data.In the last part of the article, the author puts forward some constructive suggestions on how to use Weibo to market the white-collar class.Under the background of the information age with the rapid development of the Internet, this paper, taking Weibo as the main platform for information dissemination, makes a detailed analysis of the factors affecting the purchasing tendency of the white-collar class.And with the real and effective data to analyze the current situation of white-collar consumers online shopping, from a realistic point of view to prove Weibo's influence on white-collar online purchase tendency, analysis of the research on the enterprise through Weibo platform for product sales to give reasonable suggestions.To promote Weibo marketing research work to promote the development of significance.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.36

【参考文献】