微信营销对网络消费者购买行为影响的实证研究

发布时间：2018-10-14 20:29

【摘要】：微信是腾迅公司于2011年初推出的一款移动即时通讯类软件,经过四年的不断完善和发展,如今已经集通讯、支付、娱乐等多功能于一体,且在全球拥有约6亿的注册用户。微信营销就是基于微信的诸多功能和庞大的用户基础而发展起来的网络营销平台,微信营销“一对一、互动式”的营销方式,比其他媒介更具私密性和针对性。与此同时,移动互联网和智能手机的迅猛发展使移动网购市场呈现爆炸式增长,越来越多的商家借助微信平台进行品牌推广和产品营销,可以说,微信营销是营销史上的一次变革,它的营销本质与核心方法与现存的所有媒介都不相同。笔者通过对现有文献资料研究发现目前鲜有关于微信营销效果的实证研究,而如今越来越多的淘宝网商家开通微信,因此研究淘宝网领域的微信营销对网络消费者购买行为的影响具有理论意义和现实指导意义。本文结合我国网络购物市场的实际情况,目的是分析和研究影响微信营销效果的因素以及检验这些因素是否会影响网络消费者的购买行为和各自的影响程度。通过小规模访谈和发放调查问卷获得研究样本,后期使用SPSS18.0对收集的数据进行统计分析,以此为依据,提出促进消费者购买行为的建议及对策,从而为广大的中小型卖家提供参考。主要结论如下:(1)微信营销的影响因子分别是:感知评价、信息质量和促销活动。根据回归方程分析显示只有信息质量和促销活动对消费者态度和购买行为有直接显著关系:信息质量对消费者态度的影响程度略大于促销活动,促销活动对购买行为的影响程度略大于信息质量。虽然消费者对商家的感知评价不能直接影响其态度和购买行为,但是却通过影响微信的营销效果间接对消费者态度和购买行为产生影响,它是吸引消费者关注商家微信的前提条件。信息质量体现了商家的专业性并影响消费者对产品的认知程度,促销活动则提高了消费者对价格的敏感程度,同时降低了消费者实际购买成本,能够促使消费者做出购买决策。(2)消费者对商家的态度(包括认识态度、情感态度和行为态度三种)会影响其最终购买决策,商家需要采取相应措施来帮助消费者加深对产品及商家自身的认知,进而建立起产品、商家与消费者之间的感情纽带,最终会有效提高购买率。(3)人口特征如性别、年龄和月消费水平等因素对微信营销效果、消费者态度和购买行为的影响也存在差异。性别对微信营销因子没有显著性影响,但对消费者态度和购买行为有显著性影响;年龄对微信营销因子和购买行为没有显著性影响,但对消费者态度有显著性影响;月消费水平对微信营销效果和消费者态度没有显著性影响,但对消费者的购买行为有显著性影响。
[Abstract]:WeChat is a mobile instant messaging software launched by Tengxun in early 2011. After four years of continuous improvement and development, WeChat has integrated communication, payment, entertainment and other functions, and has about 600 million registered users worldwide. WeChat marketing is a network marketing platform based on many functions of WeChat and a huge user base. WeChat marketing "one-to-one, interactive" marketing method is more private and targeted than other media. At the same time, with the rapid development of mobile Internet and smart phone, the mobile online shopping market is explosive growth, more and more businesses use WeChat platform for brand promotion and product marketing, can be said, WeChat marketing is a revolution in the history of marketing. Its essence and core methods are different from all existing media. The author finds that there are few empirical studies on the effect of WeChat marketing, and now more and more Taobao merchants open WeChat. Therefore, it is of theoretical and practical significance to study the influence of WeChat marketing in Taobao. The purpose of this paper is to analyze and study the factors that affect the marketing effect of WeChat and to test whether these factors will affect the purchasing behavior and the degree of influence of online consumers. Through small-scale interviews and questionnaires to obtain research samples, the later use of SPSS18.0 to collect the data for statistical analysis, on the basis of this, proposed to promote consumer buying behavior and countermeasures. In order to provide reference for the vast number of small and medium-sized sellers. The main conclusions are as follows: (1) the influencing factors of WeChat marketing are perceived evaluation, information quality and promotional activities. According to regression equation analysis, only information quality and promotional activities have a direct and significant relationship with consumer attitude and purchase behavior: the influence of information quality on consumer attitude is slightly greater than that on promotional activity. The influence of promotional activities on purchasing behavior is slightly greater than that of information quality. Although consumers' perception and evaluation of merchants can not directly affect their attitude and purchase behavior, but through the influence of WeChat's marketing effect, it has an indirect impact on consumer's attitude and purchase behavior. It is a prerequisite for attracting consumers to pay attention to merchants WeChat. The quality of information reflects the professionalism of the merchants and affects the consumers' cognition of the products, while the promotion activities enhance the consumers' sensitivity to the price, and at the same time reduce the consumers' actual purchase costs. (2) the consumer's attitude towards the business (including cognitive attitude, emotional attitude and behavioral attitude) will influence the final purchase decision. Businesses need to take appropriate measures to help consumers deepen their understanding of products and businesses themselves, and then build up the emotional bond between merchants and consumers, which will eventually effectively increase the purchase rate. (3) demographic characteristics such as gender, The influence of age and monthly consumption level on WeChat marketing effect, consumer attitude and purchase behavior is also different. Gender had no significant influence on WeChat marketing factor, but had significant influence on consumer attitude and purchase behavior, age had no significant influence on WeChat marketing factor and purchase behavior, but had significant influence on consumer attitude. The monthly consumption level has no significant influence on the marketing effect and consumer attitude of WeChat, but it has significant influence on the consumer's purchase behavior.
【学位授予单位】：济南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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