微博营销对旅游消费者行为影响的研究

微博营销对旅游消费者行为影响的研究

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时间:2019-03-03

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1、ABSTRACTThe21stcentury,alongwiththesocialstructureofinformationandnetworking,micro-blogbecauseofitsquick,easyandinstantsharingfeaturehasbecomeoneofthemostinfluentialcommunicationsplatformandanimportantsourceforpeopletogetallkindsofinformation.Asnewinformationplatform,theem

2、ergenceofmicro-bloghasprovidedabrandnewmeanofpropagandafortouroperators.Micro-blogmarketingasanewmarketingapproachemerged.Howtousethesocialmediatoperformmarketingactivitiesandwhichmarketingmeanscanmaximumattracttourismconsumersandchangetheirspendingbehaviors,isthefundament

3、alproblemofthisstudyexpectedtoanalyze.Throughreviewandsummarizethelargenumberofrelatedliterature,thepreliminarytheoreticalresearchmodelisputforward.Onthisbasis,accordingtointerviewsanddialogues,modifiedthemodelanddevelopedtheresearchquestionnaire.Beforelarge-scaledistribut

4、edquestionnaireswerepre-investigation,andaccordingtotheresultstofine-tunethequestionnaireonceagain.Afterconfirmingthereliabilityandvaliditytomeettherequirements,thendistributedthequestionnairesinalarge-scale,andfinallyrecoveredatotalof214validquestionnaires.Byusethestatist

5、icalanalysissoftwareSPSS21.0andAMOS17.0,exploratoryfactoranalysis,didexploratoryfactoranalysis,confirmatoryfactoranalysis,correlationanalysisandstructuralequationmodeltotestthetheoreticalmodel.Theresultsshowedthat:activitiesandopinionleadershaveasignificantpositiveimpacton

6、travelconsumerbehavior,whichincludessearching,purchasing,sharingthreedimensions.Brandawarenesshasthesignificantpositiveeffectonsearchingandpurchasingtwodimensions.Whilemicro-bloginteractionjusthasasignificantpositiveimpactonsharingthisdimension,informationattractionjusthas

7、asignificantpositiveimpactonbuying.Finally,accordingtothetestresultswereanalyzedanddiscussed,makecertainmicro-blogmarketingproposalinordertoprovidecertaintheoreticalbasisandpracticalguidanceforthetourismindustry:1)Attentiontheimportanceofmicro-blogoperationsmanagement,andg

8、raduallyincorporatedintotherulesandnorms,2)changethesinglepropagandafunction,usemicro-blo

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