微博互动对大学生网购意向的影响研究

发布时间：2018-04-20 18:53

本文选题：微博互动 + 情感体验　；参考：《江西财经大学》2014年硕士论文

【摘要】：随着社会经济和互联网的不断发展,我国的网民规模也与日俱增。不断涌现出来的新型网络技术,逐渐渗透到人们的社会生活和人际关系中去,其中最具代表意义的是电子商务平台和微博平台。电子商务平台改变了人们传统的消费习惯,微博平台改变了信息传播模式和交流互动模式。目前已经有越来越多的企业开展电子商务,并且把营销战场转移到网络平台上来,微博平台的各种功能逐渐受到了企业的广泛关注,从而开始有越来越多的商品信息、折扣信息、活动信息等出现在微博内容中。据此,本文选取微博和电子商务为研究对象,旨在探讨微博互动对网购意向的影响。学生群体是网民中规模最大的职业群体,也是网购用户中的中坚力量,同时还是微博应用和发展的主力军。从消费能力、消费独立性、需求性等方面来分析,大学生群体处于学生群体的重要地位,也是网购用户和微博用户中较为活跃和数量众多的群体。大学生网络消费具有崇尚个性、追求时尚、追求新异等心理特征,其中最重要的心理特征是注重体验感,尤其是情感方面的体验。因此,本文选取大学生为调研对象,并在研究中加入情感体验变量。基于以上背景,本研究旨在解决以下两个问题： (1)微博互动是否会对大学生网购意向产生影响； (2)微博互动带给大学生用户怎样的体验,以及这种体验对大学生网购意向会产生怎样的影响。在文献研究的基础上,本文把微博互动划分为内容互动和人际互动两个维度。通过分析微博互动、情感体验、网购意向之间的关系,提出了相关研究假设。为了确保研究的准确性,本研究的调查问卷选用李克特五级量表的形式,借鉴了以往研究中经过验证的成熟量表,并通过小规模访谈和小规模前测,最终正式确定。本研究的调研过程分为预测调研和正式调研两个阶段。在第一阶段：选取江西财经大学的在校生为调研对象,共收回问卷48份,旨在验证量表的科学合理性；在第二阶段,通过纸质问卷和网络问卷两种方式,共发放250份,收回有效问卷214份,调研对象主要集中在江西地区,另外还包括河南、河北、湖北、黑龙江等地的高校学生,使研究更具普遍意义。对收回的数据,本研究选用SPSS19.0为统计分析工具,运用描述性统计、信度和效度分析、相关性分析和回归分析的方法进行分析处理。分析结果验证了前文提出的假设,并得出以下结论： (1)微博互动对情感体验有正向的显著影响,且人际互动比内容互动对用户的情感体验影响更大； (2)微博互动对网购意向有正向的显著影响,且人际互动比内容互动对网购意向的影响更大； (3)情感体验对网购意向有正向的显著影响,且在微博互动和网购意向之间有部分中介作用。在实证结果的基础上,本研究对企业进行微博营销提出了一定的建议：注重管理微博发布的信息；建立互动机制,提高互动沟通的程度；重视受众情感需求,实现情感营销；履行企业社会责任,扩大微博的影响力。尽管本研究取得了一定的成果,但是仍旧存在一些不足,比如研究对象的不全面,样本量偏少且区域性较强,对微博互动的因子研究不够,对中介变量选取过于笼统等。针对这些缺陷,研究最后还提出了未来的研究方向：扩大研究样本的群体,拓展微博互动的维度,细分情感体验的维度等方面。
[Abstract]:With the development of the social economy and the Internet , the scale of Internet users in our country is increasing . The most representative is the e - commerce platform and the micro - blog platform . The e - commerce platform has changed the traditional consumption habits , and the micro - blog platform has changed the information transmission mode and the exchange interaction mode .

The student group is the largest professional group in the network , is also the backbone of the online purchasing user , and it is also the main force of micro blog application and development . The college student group is the most active and abundant group in the student group . The most important psychological characteristic is the experience feeling , especially the emotional experience . Therefore , this paper selects university student as the research object , and adds emotion experience variable in the research .

Based on the above background , the purpose of this study is to address the following two issues :

( 1 ) Whether the interaction of micro blog can influence the intention of college students ;

( 2 ) How the micro - blog interaction brings to the college students how to experience , and how this experience affects the students ' network shopping intentions .

On the basis of literature research , this paper divides the micro - blog interaction into two dimensions of content interaction and interpersonal interaction . By analyzing the relationship between micro - blog interaction , emotional experience and network shopping intentions , this paper puts forward relevant research assumptions . In order to ensure the accuracy of the research , the questionnaire of this study is in the form of Li - kert ' s five - scale scale , and draws lessons from the proven mature scale in previous studies , and finally is formally determined through small - scale interviews and small - scale pre - measurement .

The research process of this study is divided into two stages : forecast research and formal investigation . In the first stage , the students of Jiangxi University of Finance and Economics are selected as the research subjects , and 48 questionnaires are collected to verify the scientific rationality of the scale ;
In the second stage , 250 questionnaires were distributed and 214 questionnaires were collected through a paper questionnaire and a network questionnaire . The research objects were mainly concentrated in Jiangxi area , and the study was more general in universities in Henan , Hebei , Hubei and Heilongjiang .

Based on the analysis of descriptive statistics , the reliability and validity , the correlation analysis and the regression analysis , the analysis results validate the hypothesis proposed in the previous paper , and conclude the following conclusions :

( 1 ) the interaction of micro blog has positive influence on emotion experience , and the interaction of interpersonal relationship is more influence on user ' s emotional experience than content interaction ;

( 2 ) The interaction of micro blog has a positive influence on the intentions of network shopping , and the interaction of interpersonal relationship is greater than that of content interaction .

( 3 ) Emotional experience has a positive influence on network shopping intentions , and there is a partial intermediary between micro - blog interaction and online shopping intentions .

On the basis of the empirical results , this paper puts forward some suggestions for the micro - blog marketing of enterprises : focusing on the management of micro - blog post - release information ;
Establish an interactive mechanism to improve the degree of interactive communication ;
Focus on the audience ' s emotional needs and realize emotional marketing ;
Fulfill the corporate social responsibility and expand the influence of micro - blogging .

Although some achievements have been achieved in the study , there are still some deficiencies , such as incomplete research object , small sample size , strong regional , lack of factors of interaction with micro - blog , too general selection of medium variables , etc . Aiming at these defects , the paper also puts forward the future research direction : enlarge the population of research sample , expand the dimension of micro - blog interaction , and subdivide the dimension of emotion experience .

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F713.55;F724.6

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