农产品微信用户信息分享行为及营销策略研究

发布时间：2018-03-25 15:22

本文选题：农产品微信　切入点：微信营销　出处：《山西财经大学》2017年硕士论文

【摘要】：智能手机的普及和网络的广泛覆盖,前所未有地改变着消费者的信息行为、购物支付等一系列习惯。用户在一定程度上充分掌握了获取、分享信息的主动权,他们的信息分享行为在相互联结的社会网络中发散式的影响着其他个体。微信的功能和平台优势令其迅速成为移动营销一种新的营销方式,同时,微信用户的信息分享行为也成为各界关注的对象。当前,我国农产品供需结构不平衡现象已成为农业发展的一大阻碍,传统的农产品网络营销方式必须随环境变化和消费者行为的改变而与时俱进。尽管现下诸多农产品企业已展开微信营销工作,但大部分企业尚未领会微信营销的意义和方法,导致实际效果并不理想。所以,以用户行为为中心探索农产品微信营销的方法要义具有十分重要的意义。本文以农产品微信用户为调查对象,运用理论与实证相结合的研究方法。首先,在文献研究的基础上,对用户行为理论和微信营销相关文献进行回顾梳理,确定本次研究的理论基础和研究方向;其次,结合用户访谈法构建影响农产品微信用户信息分享行为的测量量表;最后,确定本文研究模型,并提出假设,设计发放调查问卷。以农产品微信用户为研究对象,通过提取影响农产品微信用户信息分享行为的六个因子,以用户的使用态度作为中间变量,使用SPSS21.0软件对搜集的数据进行统计分析,主要得出以下结论:(1)农产品微信用户信息分享行为的六个影响因子包括:感知易用性、信息内容、感知互动性、感知干扰性、感知成本、奖励。(2)感知互动性对农产品微信用户的使用态度和分享行为均没有显著的正向影响,感知成本对农产品微信用户的使用态度和分享行为没有显著的反向影响,在人口特征假设中,只有年龄对农产品微信用户感知信息因子的部分假设成立。其余假设均得到支持。最后基于数据统计分析和假设检验结果为农产品的微信营销提出以下策略:(1)完善信息内容;(2)完善微信平台设计;(3)信息推送合理;(4)创新营销形式;(5)增强互动性;(6)实施精准营销。
[Abstract]:The popularity of smart phones and the wide coverage of the Internet have changed a series of habits such as consumers' information behavior, shopping and payment, etc. To a certain extent, users have fully grasped the initiative to obtain and share information. Their information sharing behavior has a divergent influence on other individuals in the interconnected social network. WeChat's function and platform advantage make it a new marketing method of mobile marketing, at the same time, The information sharing behavior of WeChat users has also become the focus of attention. At present, the imbalance of agricultural products supply and demand structure has become a major obstacle to the development of agriculture. The traditional marketing methods of agricultural products must keep pace with the changes of environment and consumer behavior. Although many agricultural products enterprises have launched WeChat marketing, most of them have not yet grasped the significance and methods of WeChat marketing. Therefore, it is very important to explore the method essentials of agricultural product WeChat marketing with user behavior as the center. First of all, on the basis of literature research, review the user behavior theory and WeChat marketing related literature to determine the theoretical basis and research direction of this study. Combined with the user interview method to construct the measurement scale which affects the information sharing behavior of the agricultural products WeChat users. Finally, the research model of this paper is determined, and the hypothesis is put forward, and the questionnaire is designed and distributed. The users of agricultural products WeChat are taken as the research objects. By extracting six factors that affect the information sharing behavior of agricultural products WeChat users, taking the user's attitude as the intermediate variable, using SPSS21.0 software to carry on statistical analysis to the collected data. The main conclusions are as follows: (1) the six influencing factors of user information sharing behavior of agricultural product WeChat include: perceived ease of use, information content, perceptual interactivity, perceptual interference, perceived cost. Reward. 2) perceived interactivity had no significant positive effect on the user's using attitude and sharing behavior of agricultural products WeChat, while perceived cost had no significant reverse effect on the user's using attitude and sharing behavior. In demographic assumptions, Only part of the age hypothesis about the user perception information factor of agricultural product WeChat is true. The other assumptions are supported. Finally, based on the statistical analysis and hypothesis test results, the following strategies are put forward for the marketing of agricultural products:: 1). Improve the design of WeChat platform 3) Information push 4) innovative marketing form 5) enhance interactivity and implement accurate marketing.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6;G252

【相似文献】