企业采纳移动营销影响因素及实证研究

发布时间：2018-07-03 05:43

本文选题：移动营销 + 企业采纳　；参考：《北京邮电大学》2017年博士论文

【摘要】：移动营销是未来精准营销领域的主要营销方式。目前国内外针对移动营销的研究越来越多,但研究方向多集中在消费者个体采纳方面,从企业视角研究移动营销采纳属于空白领域。本文尝试从企业采纳的视角研究影响企业采纳移动营销关键因素。首先,对相关文献进行综述。本文界定了移动营销的相关概念、总结了现有移动营销模式的分类,并对移动营销的理论研究现状、现有的研究方法、影响移动营销采纳的因素进行综述,发现针对移动营销的研究主要集中在消费者层面;基于此,本文又对企业创新采纳的相关理论做了综述,包括企业采纳的主要理论模型、影响企业创新采纳的主要因素,尤其是对后者的综述,为后面构建企业采纳移动营销研究模型奠定了理论基础。其次,本文还使用观察法、深度访谈法对国内500强企业就微信、微博、移动APP这三种移动营销手段的使用情况进行调查,并从企业所在地域、所属行业、经营性质、经营情况、目标客户五个维度进行了统计分析,最终从结果中总结提炼出可能影响企业使用移动营销的影响因素,为后面模型的建立提供参考依据。再次,基于文献综述与对500强企业的调查结果,本文运用演绎法和归纳法,提出基于T-O-E框架的企业采纳移动营销影响因素研究模型,并对该模型运用实证研究方法进行验证分析。其中,文献研究梳理出的企业创新采纳影响因素分成三类,分别为技术特征变量、组织特征变量以及环境特征变量,500强企业观察与访谈研究提炼出的影响因素作为控制变量。最后,在实证研究层面,本文运用有效企业调研数据进行了实证检验。首先是进行影响因素探索性分析,通过信度效度分析对量表题目进行遴选,最终形成问卷。其次进行验证性分析,通过结构方程分析,发现影响企业采纳移动营销的关键变量。本研究使用统计分析软件以及多元层次回归分析法对253份有效问卷进行分析。结果发现:相对优势、复杂性、感知成本是企业采纳移动营销主要技术影响因素。需求优先级、管理层支持是企业采纳移动营销主要组织影响因素。竞争压力、潮流压力是企业采纳移动营销主要环境影响因素。另外,500强企业调研分析提炼出的控制变量中,企业规模、企业目标客户群体是企业采纳移动营销主要影响因素。本论文的创新点表现在以下三个方面:1、在现有移动营销采纳研究的检索文献中,发现几乎全部是对个人用户采纳行为的研究,而没有对企业采纳行为进行研究的先例。因此从这个意义上来说,本研究采用的“在T-O-E框架基础上,结合UTAUT和TAM模型、创新扩散理论和组织行为学对移动营销企业采纳研究”的思路具有创新意义。通过本研究的展开,发现从企业采纳视角对移动营销进行研究从理论及方法方面得到了验证,为未来针对移动营销的研究提供了一个新的视角。2、企业采纳的相关研究,多是采用验证法,而本文结合了探索法和验证法,并在此基础上提出了自己的模型。本研究对国内500强企业的移动营销活动进行了历时一年的观察和监测,这种规模和强度是在类似研究中没有出现过的。大多数研究者仅是通过对个别高层进行深度访谈,来归纳企业采纳的影响因素,但因为行业、企业性质等属性的不同,这种研究方法是不够全面和客观的。本研究结合对500强企业的观察以及对部分管理层的访谈,初步探索了企业采纳营销的影响因素,为后面企业采纳移动营销模型的搭建提供了重要依据。3、目前,对企业采纳行为的研究多是对新技术采纳的研究,针对像移动营销这种新营销模式或新业务模式的采纳研究基本没有,而随着新技术的不断出现和消费者消费观念的不断更新,企业将越来越多地面临新业务模式、新营销模式的冲击,其采纳新业务、新模式时将受哪些关键因素的影响,也必是运营商、服务商们关注的重点。所以本研究可以为该领域的后续研究提供了一定的参考。
[Abstract]:Mobile marketing is the main marketing way in the field of precision marketing in the future. There are more and more research on mobile marketing at home and abroad, but the research direction is mostly focused on the adoption of individual consumers. The study of mobile marketing from the perspective of enterprise belongs to the blank field. This paper tries to study the influence of the adoption of the mobile camp from the perspective of enterprise adoption. First, the relevant literature is summarized. This paper defines the related concepts of mobile marketing, summarizes the classification of the existing mobile marketing mode, and summarizes the current research status of mobile marketing, the existing research methods, the factors affecting the adoption of mobile marketing, and finds that the research on mobile marketing is mainly concentrated on the consumption. On the basis of this, this paper also summarizes the relevant theories of enterprise innovation adoption, including the main theoretical model adopted by the enterprise, the main factors that affect the adoption of enterprise innovation, especially the summary of the latter, which lays a theoretical foundation for the following construction enterprise to adopt the model of mobile marketing research. Secondly, this paper also uses the observation method, and the depth of the theory. The interview method investigates the use of three kinds of mobile marketing means of the top 500 domestic enterprises on WeChat, micro-blog and mobile APP, and analyzes the statistical analysis from the region, the industry, the business nature, the operation situation and the target customer in the five dimensions of the enterprise, and finally summarizes the effect that may affect the influence of the mobile marketing in the enterprise. It provides a reference for the establishment of the latter model. Thirdly, based on the literature review and the results of the survey on the 500 strong enterprises, this paper uses the deductive method and induction method to propose a model based on the T-O-E framework for the adoption of mobile marketing factors in enterprises, and to verify and analyze the model by using the empirical research method. The influencing factors of enterprise innovation are divided into three categories, namely, technical characteristic variables, organizational characteristics variables and environmental characteristics variables, and the influencing factors extracted by the 500 strong enterprise observation and interview research are taken as control variables. Finally, the empirical test is carried out on the empirical research level. In the exploratory analysis of factors affecting the factors, the questionnaire was selected through the reliability and validity analysis, and a questionnaire was finally formed. Secondly, a confirmatory analysis was carried out and the key variables affecting the adoption of mobile marketing were found through structural equation analysis. The study used statistical analysis software and multiple regression analysis method to enter the 253 valid questionnaires. The results show: relative advantage, complexity and perceived cost are the main factors of the enterprise adoption of mobile marketing. Demand priority, management support is the main factor of enterprise adoption of the main organization of mobile marketing. Competitive pressure, trend pressure is the main environmental impact factor of enterprise adoption of mobile marketing. In addition, the 500 strong enterprise research points Among the control variables extracted, the size of the enterprise and the target customer group are the main factors of the adoption of mobile marketing. The innovation points of this paper are shown in the following three aspects: 1. In the retrieval literature of the existing mobile marketing adoption research, it is found that almost all are the study of the adoption behavior of the individual users, but not the adoption of the enterprises. In this sense, in this sense, the "T-O-E framework based on UTAUT and TAM model, innovation diffusion theory and organizational behavior to mobile marketing enterprise adoption research" is of innovative significance. Through the development of this research, we find that the mobile marketing from the perspective of enterprise adoption. The research has been verified from the theory and method, which provides a new perspective.2 for future research on mobile marketing. The related research adopted by the enterprise is mostly using the verification method, and this paper combines the exploration method and the verification method, and then puts forward its own model. This research is on the mobile marketing activities of the top 500 domestic enterprises. After a year of observation and monitoring, this scale and intensity have not appeared in similar studies. Most researchers are only through in-depth interviews on a few high levels to summarize the factors that affect the adoption of enterprises, but because of the different properties of the industry and the nature of the enterprises, this method is not comprehensive and objective. The research combined with the observation of the 500 strong enterprises and interviews with some management layers, initially explored the influencing factors of the enterprise adoption marketing, which provided an important basis for the adoption of the model of mobile marketing for the later enterprises. At present, the research on the adoption behavior of the enterprises is the research of the adoption of new technologies and the new marketing such as mobile marketing, such as mobile marketing. The adoption of the model or new business model has not been studied. With the continuous emergence of new technologies and the continuous renewal of consumer consumption concepts, enterprises will increasingly face new business models, the impact of new marketing models, the adoption of new business, and what key factors will be affected by the new model, as well as operators and service providers. Therefore, this study can provide some reference for further research in this field.
【学位授予单位】：北京邮电大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F274

【参考文献】