微博营销对消费者购买意愿的影响的研究

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1、沈阳理工大学硕士学位论文AbstractWitlltherapiddevelopmentoftechnologyandtheIntemet，thetraditionalconsumptionpatternshaveproducedabigdifferencetotheactualconsumptionpaaems．Asanemergingmedia,themicrobloghasitsownadvantage：thelittleinformationonthenumberofwords，contentsofstyles，widerangeofi

2、nformation,clippingspreadandSOon．Thereforeresearchmicroblogmarketingmodelisnecessaryinthecurrent．Atthepresent,mostenterprisesignorethecheapandhugeaudiencemicroblogmarketing．Inthisarticle，theauthorcombinethemicroblogmarketing诹mconsumerpurchaseintention，researchthedepthofconsu

3、merbehaviorand、ⅣiShprovidingareferencefortheenterprisemicroblogmarketing．Thearticlereviewsprevioushumanstudiesandbasedonthecurrenttrendofmarketing．takemicroblogmarketingaSthestudy,researchingtheinfluenceofmicroblogmarketingonconsumerpurchaseintentionbyin-depthinterviewsandth

4、esurveyquestiormaire．Firstly,throughdepthinterviewsconcludedmarketingfactorsinfluenceconsumerpurchaseintentioninmicro—blogmarketing．Andthen，basedonthetechnologyacceptancemodel，establishtherelationshipmodelofmarketingfactorsofmicro-blogmarketing．Theempiricalstudyshows：Through

5、theanalysisofvariance，theconsum．ers’willingnesshasalsoaffectedbytheirageandtheaveragemonthlycostoflivinginfreereign．Theoldpeoplewillbemoresensitiveinperceivedriskthantheyoung．Thecrowdwhohasthemostaveragemonthlycostoflivinginfreereignismorefastidious，SOdotheleast．Meanwhile，th

6、econsumersperceiveanddegreeofmatchingisbelowtothemid．1evelcrowd．Keywords：MicroBlogMarketing；Consumers’willingness；ConsumerPerception；StructuralEquationModel目录第1章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．1选题背景及研究意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．2微博营销的研究现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．31．3研究思路和方

7、法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯61．4全文框架⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．81．5本文创新点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．8第2章概念界定及相关理论概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯102．1微博营销的概念及特点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯102．2消费者购买行为理论模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯122．3消费者价值理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯18第3章微博营销对消费者购买意愿影响的研究假设及模型构建⋯⋯⋯⋯

8、⋯⋯223．1微博营销因子的提取⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．．⋯⋯⋯⋯⋯⋯．223．2理论模型的构建⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯