社会化媒体特性对消费者购买意愿的影响研究

发布时间：2018-05-12 09:47

本文选题：社会化媒体 + 信任　；参考：《山东大学》2015年硕士论文

【摘要】：随着智能手机和其他移动通讯设备的普及,各种社会化媒体平台在吸引了大量用户加入并使得对其产生很大依赖性的同时,也催生了新的商业模式。越来越多的企业试着利用新兴的、多样化的社会化媒体平台对其产品或服务进行宣传推广,以期激发消费者的购买意愿,产生更好的营销效果。如何根据目前社会化媒体的特性,选取更好的营销策略,以博取消费者信任,激发消费者购买意愿,无疑成为很多企业关注的焦点。本文主要基于信任的视角从社会化媒体的技术接受程度、社会化媒体中的第三方信息以及社会化媒体的涉入性三个特性出发,研究社会化媒体对消费者购买意愿的影响,构建理论模型,运用SPSS19.0进行数据分析,验证本研究的假设。研究结果显示,在信任这一中介作用的影响下,社会化媒体的技术接受程度从社会化媒体的感知有用性方面对消费者购买意愿产生正向影响；社会化媒体中的第三方信息从第三方评价以及意见领袖两个维度对消费者购买意愿产生显著影响；社会化媒体的涉入性从参与、对话、信息有效性三个维度对消费者购买意愿产生正向影响。研究结果说明,一个社会化媒体平台如果是有用的,搜索快捷且有效率,能让消费者在短时间内了解到更多信息,无疑能在很大程度上节省消费者的时间和精力,进而对该社会化媒体平台产生依赖及信任,也更容易激发消费者在该媒体平台上的购买意愿；并且,由于信息主要来自于该社会化媒体平台上所熟悉的亲朋好友,所以消费者会认为这些信息是可靠且值得信任的,并以此作为消费购买的参考；同样,消费者会积极关注自己感兴趣领域的意见领袖的相关评论,对其推荐的商品也会有较高的信任度,会在制定购买决策时作为重要参考；如果消费者对社会化媒体较为依赖,他会积极参与其中,通过浏览信息以及参与互动的方式来满足自已的信息需求,并认为该社会化媒体平台所提供的信息是有用的,进而提升对该媒体平台的信任度,并由此激发消费者的购买欲望。社会化媒体引发的多种商业模式无疑引起了很多企业的关注,本文基于这种营销背景下展开对社会化媒体特性、信任以及消费者购买意愿三者之间关系的研究,希望该研究成果有助于企业对社会化媒体平台营销提出新的思考,更有效地利用社会化媒体进行营销。
[Abstract]:With the popularity of smart phones and other mobile communication devices, various social media platforms attract a large number of users to join and make them rely heavily on them, but also give birth to a new business model. More and more enterprises try to use new and diversified social media platforms to promote their products or services in order to stimulate consumers' willingness to buy and produce better marketing results. How to select a better marketing strategy according to the characteristics of social media in order to win the trust of consumers and stimulate consumers' purchase intention has undoubtedly become the focus of many enterprises. Based on the perspective of trust, this paper studies the influence of social media on consumers' willingness to buy from three characteristics: the acceptance of social media technology, the third party information in social media and the involvement of social media. The theoretical model is constructed and the SPSS19.0 is used to analyze the data to verify the hypothesis of this study. The results show that, under the influence of trust, the technological acceptance of social media has a positive effect on consumers' willingness to buy from the aspect of perceived usefulness of social media. Third party information in social media has a significant impact on consumers' willingness to buy from the perspectives of third-party evaluation and opinion leaders. The three dimensions of information validity have a positive effect on consumers' purchase intention. The results show that if a social media platform is useful, fast and efficient search, can let consumers learn more information in a short period of time, will undoubtedly save consumers a lot of time and energy. Furthermore, it is easier to inspire consumers to buy on the social media platform by relying on and trusting the social media platform, and because the information mainly comes from friends and relatives who are familiar with the social media platform. So consumers will think this information is reliable and trustworthy, and use it as a reference for consumer purchases; likewise, consumers will actively follow the comments of opinion leaders in their areas of interest. They also have a high degree of trust in the products they recommend and serve as an important reference in making purchase decisions; if the consumer is more dependent on social media, he is actively involved. Through browsing information and participating in interaction to meet their own information needs, and think that the information provided by the social media platform is useful, and then enhance the trust in the media platform, and thus stimulate consumer desire to buy. There is no doubt that a variety of business models caused by social media have attracted the attention of many enterprises. Based on this kind of marketing background, this paper studies the relationship among the characteristics of social media, trust and consumers' willingness to buy. It is hoped that the research results will be helpful for enterprises to put forward new thoughts on the marketing of social media platform and make use of social media for marketing more effectively.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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