微博营销对用户购买意愿影响的实证研究

《微博营销对用户购买意愿影响的实证研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、AbstractMicro_blogisanemergingsocialmedia，whosefeaturesofreal。tlme，触卿entationandinteractivityareattractingmoreandmoreusers·BasedonIt,mmandmoreenterprisesbegintoprofitfrommicrobloggingplatform·OnewayIStomakemicro．blogmarketing．Manywell—knownbrandsorcompaniesopenmicro⋯blogacco吼t，whichisregardedas

2、animportantchannelforpromotingproducts，orshapinglmageofthecomp邺，．However,themethodsofmicrobloggingmarketingiscurrently11mlted，andtheeffectsofmarketingaredifficulttoevaluate．Manyresearchersstudyontheseproblems．Besides，theempiricalresearchliteraturesonmicrobloggingmarketing玳1ack．andonesontherelat

3、ionshipofmicrobbloggingmarketingandpurchasingintentionareless．Thisthesisstudyingtheimpactsmicrobbloggingmarketingonpurchasingintention，hastheoreticalandpracticalsignificance-Thisstudytrystoshowmicrobbloggingmarketingdoesaffectpurchasingintention丘．omtheperspectiveofperceivedvalueandperceivedrisk

4、．Firstly,throughliteratl】rereviewandexpertinterview，extractfivefactorsaffectingmicrobbloggingm砒哦iIl＆includingbrandpopularity,informationquality,marketingactivities，tansinteractionandtheopinionleaders’participation．Then，buildmodelmicrobbloggingm狄池gimpactingpurchasingintention，usingperceivedvalue

5、andperceiVedrisk鹊似ointenIlediatevariables．ThenaccordingtOrelatedmaturityscale，setmeasurementindexesfort11ev碰a：blesanddesignaquestionnaire．Finally,invitingthecolleges觚entsandyoungworkersinChongqingtofillinthequestionnaires，andtOtallyreceived198copiesofvalidquestionnaires．TKsthesisusesSPSS．19tool

6、toanalyzethedata，andweusedreliability、validityanalvsis，co玎elationanalysisandregressionanalysis，andfinallydrawthefollowingconclusions：(1)thefiveextractedmarketingfactorshaveagooddegreeofiInerpretation．(2)theperceivedriskandperceivedvaluehasagoodinterpretatlonotpurchasingintention．(3)theinformati

7、onparticipationhasadirectandsignificantquality,marketingactivities，opinionleaders’impactonpurchasingintention．(4)thebrandpopularityandfansinteractionhassignificantlydirecteffectonperceivedValue·(5)t11e＆msinteractioIl，informationqu