顾客参与社会化媒体营销对品牌资产影响研究

发布时间：2018-03-02 07:42

本文关键词： 顾客参与社会化媒体营销品牌体验品牌资产　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年8月,我国的互联网信息中心公布了第38次关于我国互联网发展的统计报告,该报告中指出,到当年6月,互联网的普及率为51.7%,去年为50.4%。其中,我国网民人数约为7.1亿,其中新增人数约为0.2亿,其中92.5%的网民通过手机来接触网络。互联网的普及率为51.7%,去年为50.4%。通过台式电脑和笔记本电脑上网的分别为64.6%和38.5%;利用手机和平板电脑上网的分别为92.5%,30.6%。统计指出,网民在我国上网使用的工具中,手机、平板等移动端的设备越来越多。智能手机,平板,电脑等不断的普及和各种社会化媒体平台的出现,影响着网民的生活,快速积累了庞大的用户群,企业渐渐利用这一日益活跃和不断发展的平台,以作为企业进行品牌营销的新型阵地。同时,关于其相关研究也逐渐成为重点,但是相关实证研究较少,因此本文的研究存在着一定的意义。本文研究以社会化媒体营销中的顾客群体为研究对象,探究顾客参与、品牌体验和品牌资产三者之间的关系。顾客参与分为浏览行为,分享行为,责任行为和评论行为四个维度,品牌体验按照感官体验,情感体验,思考体验,行动体验,关联体验五个维度划分,品牌资产按照品牌联想/知名度、感知质量、品牌忠诚度三个维度分类。分别研究顾客参与的各个维度与品牌资产各个维度的关系,以及在该背景下,品牌体验各个维度分别在顾客参与的各个维度对品牌资产各个维度的关系中的中介作用。并且根据整理学者们目前关于这些内容的研究现状,建立了顾客参与社会化媒体营销到品牌体验再到品牌资产的研究模型。本文主要通过SPSS等工具,线上和线下收集了问卷的数据,经过进行数据的整理和实证研究分析,验证了顾客参与的各个维度对品牌资产各个维度均具有显著正向影响,感官体验在浏览行为、分享行为、责任行为和品牌资产各个维度的关系中均具有中介作用,感官体验在评论行为和品牌资产各个维度的关系中没有中介作用,情感体验、行动体验、思考体验分别在浏览行为、分享行为、责任行为、评论行为和品牌资产各个维度的关系中均具有中介作用,关联体验在浏览行为和品牌资产各个维度的关系中没有中介作用,关联体验在分享行为、责任行为、评论行为和品牌资产各个维度的关系中均具有中介作用。根据本文得出的实证结果,可以为利用社会化媒体营销的企业,吸引更多顾客参与,立足社会化媒体营销的战场中,总结出相应的管理启示,为企业的营销和品牌管理进一步的运营和发展上提供一定的理论支持和实践借鉴。
[Abstract]:In August 2016, China's Internet Information Center published its 38th statistical report on the development of the Internet in China. The report pointed out that by June of that year, the Internet penetration rate had been 51.7 percent, compared with 50.4 percent last year. Of these, the number of Internet users in our country was about 710 million. The number of new arrivals is about 20 million. Of these, 92.5% of the netizens came into contact with the Internet through mobile phones. The penetration rate of the Internet was 51.7, compared with 50.4 last year. The number of Internet users using desktop computers and laptops were 64.6% and 38.5 respectively; and those using mobile phones and tablets were 92.5 and 30.6 respectively. Statistics pointed out that. Among the tools used by Internet users in China, mobile phones, tablets, and other mobile devices are becoming more and more common. With the increasing popularity of smartphones, tablets and computers and the emergence of various social media platforms, the lives of netizens are affected. Rapid accumulation of large user groups, enterprises gradually use this increasingly active and constantly developing platform, as a new brand marketing position for enterprises. At the same time, the related research has gradually become the focus. However, there are few empirical studies, so the research of this paper has some significance. This study takes the customer groups in social media marketing as the research object, and explores customer participation. The relationship between brand experience and brand equity. Customer participation is divided into four dimensions: browsing behavior, sharing behavior, responsibility behavior and commenting behavior. Brand experience is based on sensory experience, emotional experience, thinking experience and action experience. Brand equity is classified into three dimensions: brand association / popularity, perceived quality, brand loyalty. The relationship between each dimension of customer participation and each dimension of brand equity is studied, and in this context, the relationship between each dimension of customer participation and each dimension of brand equity is studied. The intermediary role of each dimension of brand experience in the relationship between each dimension of customer participation and each dimension of brand equity. This paper establishes a research model of customer participation in social media marketing, brand experience and brand equity. This paper collects the questionnaire data online and offline by means of SPSS, and carries on the data collation and empirical research analysis. It is verified that each dimension of customer participation has a significant positive impact on each dimension of brand equity. Sensory experience plays an intermediary role in the relationship between browsing behavior, sharing behavior, responsibility behavior and each dimension of brand equity. Sensory experience has no intermediary role in the relationship between comment behavior and each dimension of brand asset. Emotional experience, action experience, thinking experience are browsing behavior, sharing behavior, and responsibility behavior, respectively. Comment behavior and the relationship of each dimension of brand equity have intermediary function, the related experience has no intermediary function in the relationship between browsing behavior and each dimension of brand equity, and the related experience plays a role in sharing behavior, responsibility behavior, and so on. According to the empirical results obtained in this paper, it can attract more customers to participate in social media marketing, based on the battlefield of social media marketing. This paper summarizes the corresponding management enlightenment and provides some theoretical support and practical reference for the further operation and development of the marketing and brand management of enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.67

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