O2O模式下生鲜电商微信营销对消费者分享意愿影响研究

发布时间：2019-03-30 21:09

【摘要】：基于互联网的移动智能终端的普及与社交网络垂直化发展让微信成为人们生活必不可缺的重要工具,微信公众号与微信商城功能的开发为企业提供了一个客户关系管理、营销推广、销售产品的平台与渠道。与此同时,中央政策的支持使得诸多企业开始将目光转到“互联网+农业”,其中以基于互联网的生鲜电商发展潜力最大,然而物流、储存的高成本制约了中小型生鲜电商的发展,许多中小型生鲜电商开始将目光转向O2O模式下的“微信+电商”。基于此背景,本文展开对O2O模式下生鲜电商微信营销的消费者分享意愿研究,以期为企业提升微信营销策略,扩大口碑效应,提升用户品牌忠诚与品牌知名度提供理论支持与政策建议。本文在已有文献的基础上,提出了影响微信营销效果的四个因子,即信息质量、易用性、安全性与互动性,并将使用与满足理论作为理论依据,结合TAM模型、S-O-R模型以及AISAS模型构建了以感知价值、品牌态度为中介变量,以自我认同需求为调节变量的生鲜电商微信营销对消费者分享意愿的影响模型。基于已有学者的量表,结合生鲜电商的行业特性,通过一对一小规模访谈法设计调查问卷,之后通过线上线下结合、微信朋友圈分享等方式对419名大学生及年轻白领进行调研,获取一手数据。本文运用SPSS进行描述性统计分析、信度效度分析、因子分析,运用AMOS进行结构方程分析,通过Bootstrap法检验中介效应以及多层回归检验调节效应,最后以数据分析结果为依据,提出促进消费者分享意愿的建议和对策。主要结论如下:(1)生鲜微信电商的消费者偏年轻化,购物理念趋互联网化,对微信具有一定依赖性,更易接受新兴事物,是生鲜微信电商的主要客户群体,但由于微信用户的老年化趋势明显,中老年社区居民已成为生鲜电商有待发掘的重要潜在客户。(2)影响微信营销效果的因子包括微信公众号的信息质量、易用性、安全性以及互动性四个特征。微信公众号特征对分享意愿的直接影响不显著,而是通过感知价值和品牌态度的完全中介作用对消费者的分享意愿产生间接影响。微信公众号特征作为外在刺激,通过正向影响感知价值和品牌态度,继而正向影响分享意愿。(3)自我认同需求对消费者分享意愿有直接正向影响,表示消费者获取他人认同与赞美的需求越强,就越倾向于在朋友圈展示自己正面积极的社交形象,则分享意愿越强。但自我认同需求对感知价值和分享意愿间的关系不存在调节作用。基于以上结论,本文提出了营销建议:(1)商家应明确微信营销的定位,注重产品与服务质量;(2)注重内容质量,优化购物体验,提升消费者感知价值;(3)充分利用微信分享功能,扩大口碑效应。
[Abstract]:The popularity of Internet-based mobile intelligent terminals and the vertical development of social networks make WeChat an indispensable tool in people's lives. The development of WeChat official account and WeChat Mall provides a customer relationship management for enterprises. Marketing promotion, sales products platform and channels. At the same time, with the support of the central policy, many enterprises began to turn their attention to "Internet agriculture," among which Internet-based fresh e-commerce has the greatest potential for development, but logistics, The high cost of storage restricts the development of small and medium-sized fresh e-commerce. Many small and medium-sized fresh e-commerce begin to turn their attention to "WeChat e-commerce" in O2O mode. Based on this background, this paper makes a study on the consumer sharing intention of WeChat marketing of fresh e-commerce under O2O mode, in order to promote the WeChat marketing strategy and expand the word-of-mouth effect for enterprises. Enhance customer brand loyalty and brand awareness to provide theoretical support and policy recommendations. On the basis of the existing literatures, this paper puts forward four factors that affect the effect of WeChat marketing, namely, information quality, ease of use, security and interactivity. In addition, the use and satisfaction theory is used as the theoretical basis and combined with the TAM model. Based on the S-O-R model and the AISAS model, a model of the influence of fresh e-commerce's WeChat marketing on consumers' willingness to share is constructed, which takes perceived value, brand attitude as intermediary variable and self-identification demand as adjustment variable. Based on the scale of existing scholars, combined with the industry characteristics of fresh e-commerce, a questionnaire was designed through one-to-one small-scale interviews, and then 419 college students and young white-collar workers were investigated through the combination of online and offline, WeChat moments sharing, and so on. Get first-hand data. This paper uses SPSS for descriptive statistical analysis, reliability and validity analysis, factor analysis, and structural equation analysis with AMOS. Bootstrap method is used to test intermediary effect and multilevel regression test for regulating effect. Finally, based on data analysis results, Put forward suggestions and countermeasures to promote consumers to share their will. The main conclusions are as follows: (1) the consumers of fresh WeChat e-commerce are younger, the shopping ideas are becoming Internet-based, they depend on WeChat to a certain extent, they are more receptive to new things, and they are the main customer groups of fresh WeChat e-commerce. However, due to the obvious aging trend of WeChat users, middle-aged and elderly community residents have become important potential customers to be explored by fresh e-commerce. (2) the factors that affect the marketing effect of WeChat include the information quality and ease of use of WeChat official accounts. Security and interaction are four characteristics. The characteristics of WeChat official account have little direct influence on sharing intention, but have an indirect effect on consumers' sharing intention through the complete mediating effect of perceived value and brand attitude. As an external stimulus, WeChat official account features have a positive impact on perceived value and brand attitude, and then on sharing willingness. (3) self-identification needs have a direct positive impact on consumers' willingness to share. The stronger the consumer's need to gain recognition and praise from others, the more likely they tend to show their positive social image in moments, and the more willing they are to share. However, the need for self-identification has no moderating effect on the relationship between perceived value and willingness to share. Based on the above conclusions, this paper puts forward marketing suggestions: (1) merchants should make clear the positioning of WeChat marketing, pay attention to the product and service quality, (2) pay attention to the content quality, optimize the shopping experience, and improve the perceived value of consumers. (3) make full use of the sharing function of WeChat to expand the word-of-mouth effect.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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