社交媒体用户生成内容对品牌态度的影响研究

发布时间：2018-01-20 01:40

本文关键词： 用户生成内容品牌认知品牌情感购买意愿　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社交媒体平台的快速发展,消费者不再只是信息的接收者,还是信息的创作者和传播者。利用社交媒体进行交流已经成为人们生活的一部分。在这种背景下,研究社交媒体用户生成内容(UGC)对消费者品牌态度的影响,对于企业开展营销活动具有深刻的现实意义。本文在前人研究的基础上,以消费者行为学和认知心理学理论作为指导,构建出UGC对品牌态度的影响模型,探究不同类型的UGC对品牌态度影响的差异性。然后通过问卷调查法、实验法收集数据,利用多因素方差分析和独立样本T检验,进行相关的假设检验。最后给出了营销建议。主要研究结论如下:(1)不同类型的UGC对品牌态度都存在显著影响。其一,UGC的功能性特征对品牌认知、品牌情感和购买意愿的影响存在显著差异,且实用型UGC比非实用型UGC对品牌认知、品牌情感和购买意愿的影响更大;其二,UGC性质对品牌认知、品牌情感和购买意愿的影响存在显著差异,并且双面信息对这三者的影响均比纯正面信息的影响更大;其三,UGC表达形式对品牌认知、品牌情感和购买意愿的影响存在显著性差异,视频类UGC的影响最大,其次是图片+文字类,最后是文字类。(2)UGC表达形式和UGC功能性特征对品牌认知的影响存在交互效应;UGC表达形式和性质对品牌情感的影响也存在交互效应。(3)企业应该多引导、鼓励消费者发表具有实用价值、表现形式丰富的视频、图片类的内容;还要引导用户多发表让人感到更为真实客观的双面信息。
[Abstract]:With the rapid development of social media platforms, consumers are no longer just recipients of information. Also the creator and communicator of information. Using social media to communicate has become a part of people's lives. In this context. The study of the influence of UGC-based content on consumer brand attitude has a profound practical significance for enterprises to carry out marketing activities. This paper is based on previous studies. Guided by the theory of consumer behavior and cognitive psychology, this paper constructs a model of the influence of UGC on brand attitude, and explores the difference of the influence of different types of UGC on brand attitude. The data were collected by the experimental method and the multivariate ANOVA and independent sample T test were used. Finally, we give some marketing suggestions. The main conclusions are as follows: 1) different types of UGC have significant influence on brand attitude. The functional characteristics of UGC have significant differences in brand cognition, brand emotion and purchase intention, and the influence of practical UGC on brand cognition, brand emotion and purchase intention is greater than that of non-practical UGC. Secondly, the influence of UGC on brand cognition, brand emotion and purchase intention is significantly different, and the influence of double-sided information is greater than that of pure positive information. Thirdly, there are significant differences on brand cognition, brand emotion and purchase intention in the expression form of UGCs, video UGC has the greatest influence, followed by picture and text. Finally, there is an interactive effect between the expression form of UGCs and the functional features of UGC on brand cognition. The influence of UGC expression form and nature on brand emotion also has interactive effect. The enterprise should guide more and encourage consumers to publish the content of video and picture which have practical value and rich expression form; Also guide users to publish more realistic and objective information.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F273.2

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