社交网络环境下感知价值对用户分享意愿的影响研究

发布时间：2018-08-23 21:20

【摘要】：近年来,社交网络的发展方兴未艾,已成为用户群体广、传播效率强、具有较高商业价值的Web 2.0应用。在国内,以开心网、新浪微博、微信、QQ为代表的社交网络服务的发展也势不可挡。在人们的日常生活中社交网络成为了不可或缺的重要一环,并担当起人们每天传递信息、表达观点和相互交流的重要工具之一。总而言之,社交网络以其巨大的用户数量、便捷的信息发布途径以及快速的信息传播方式,对人们的社会生活带来了极大的影响。由于社交网络具有用户数量多、数据量大、信息发布时效性高、信息传播快等特性,越来越多的企业利用社交网络来开展营销,以期降低企业营销成本并显著提高营销效果。在社交网络环境下,影响营销成本和营销效果的一个重要因素是用户对营销信息的分享意愿。因此,如何通过提高用户分享意愿来保持用户的积极性,从而提升企业的营销影响力以及社会影响力,已成为社交网络环境下企业开展营销的共同诉求。本文在对感知价值、用户信任和分享意愿相关文献梳理的基础上,提出了从感知价值视角研究影响社交网络环境下用户分享意愿的思路。感知价值是用户在获取或者使用商品时,通过对比其获取服务或产品时的付出与感知到利益之后,产生总体效用评价来评判商品服务。在市场营销中,感知价值是营销效果的最终评判标准。而在社交网络环境下,感知价值如何影响用户的分享意愿进而影响营销效果还是一个未决问题。针对这一问题,本论文首先构建了感知价值、用户信任和分享意愿的研究模型,然后通过问卷调查法,获得了 245份有效问卷,进而利用SPSS软件进行了实证分析,包括相关分析、回归分析和中介效应分析等,最终得出结论:(1)社交网络用户感知价值的四个维度对信任有正向影响作用;(2)社交网络用户信任对分享意愿有正向影响作用;(3)社交网络用户信任在社交价值、娱乐价值、情感价值和信息价值与分享意愿间存在部分中介作用。本文以社交网络为研究对象,探讨社交网络环境下感知价值对用户分享意愿的影响,对企业的营销具有重要意义。本文的研究成果进一步丰富了社交网络营销以及相关领域的研究,同时也可以为企业实践社交网络营销提供一定的参考。
[Abstract]:In recent years, the development of social network is in the ascendant. It has become the Web 2.0 application with wide user group, strong communication efficiency and high commercial value. In China, the development of social networking services represented by Kaixin.com, Sina Weibo and WeChat QQ is unstoppable. Social network has become an indispensable part of people's daily life, and it also acts as one of the important tools for people to communicate information, express opinions and communicate with each other every day. In a word, social network has a great influence on people's social life because of its huge number of users, convenient ways of information dissemination and rapid dissemination of information. Because of the characteristics of social network, such as large number of users, large amount of data, high timeliness of information release and fast information dissemination, more and more enterprises use social network to carry out marketing, in order to reduce the cost of marketing and improve the marketing effect significantly. In the social network environment, an important factor affecting marketing cost and marketing effect is the user's willingness to share marketing information. Therefore, how to improve the willingness of users to share to maintain the enthusiasm of users, so as to enhance the marketing influence of enterprises as well as social influence, has become the common demand of enterprises to carry out marketing under the social network environment. Based on a review of the literature on perceived value, user trust and willingness to share, this paper proposes a way to study the influence of perceived value on users' willingness to share in a social network environment. Perceived value is when the user acquires or uses the goods, through contrasting the service or the product's effort and perceived benefits, it produces the overall utility evaluation to judge the commodity service. In marketing, perceived value is the ultimate criterion of marketing effect. But in the social network environment, how the perceived value affects the user's willingness to share and then affects the marketing effect is still an open question. To solve this problem, this paper first constructs a research model of perceived value, user trust and willingness to share, then obtains 245 valid questionnaires by questionnaire, and then makes an empirical analysis by using SPSS software. Including correlation analysis, regression analysis and intermediary effect analysis, The final conclusions are: (1) the four dimensions of perceived value of social network users have a positive impact on trust; (2) social network users trust has a positive impact on the willingness to share; (3) social network users trust in social value, entertainment value, There are some mediating roles between emotional value and information value and willingness to share. Taking social network as the research object, this paper discusses the influence of perceived value on the user's willingness to share under the social network environment, which is of great significance to the marketing of enterprises. The research results of this paper further enrich the research of social network marketing and related fields, but also can provide a certain reference for enterprises to practice social network marketing.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

【相似文献】