==>> 点击下载文档 |
基于此,本文从微信最大的特点-互动性出发,来研究微信营销的互动性对消费
者信任及其行为意向的影响
首先,在回顾国内外关于互动性、消费者信任及行为意向等文献的基础上,借
鉴了前人的研究成果并结合微信营销的现实情况,对本文中微信营销的互动性进行
了定义,将互动性划分为三类:消费者与企业网站互动、消费者与消费者互动、消
费者与微信客服互动,并选取了与之相对应的因子。同时,将消费者的行为意向分
为搜寻意向、购买意向和推荐意向,再加上消费者信任的中介变量,构建了本文的
研究模型并提出了研究假设
然后利用调查问卷的方式收集数据,甄选完数据后应用 SPSS20.0 对数据进行描
述性统计分析、信度分析、效度及因子分析、相关分析、回归分析和中介效应分析,
得出了本文的研究结论。实证分析结果表明:第一:感知有用性和感知易用性对消
费者信任和行为意向具有正向显著影响;互助性对消费者信任和推荐意向具有正向
显著影响;个性化对搜寻意向具有正向显著影响;响应性对消费者信任、购买意向
和推荐意向具有正向显著影响。第二:消费者信任对行为意向具有正向显著影响;
第三:消费者信任在微信营销的互动性和行为意向间起部分中介作用
最后,基于以上结论,本文从微信营销的互动性建设方面给企业提出了一些参
考性的营销建议,并总结了本研究的局限性,提出了未来的研究展望
关键词:微信营销;互动性;消费者信任;行为意向
作 者:朱 睿
指导教师:李晓峰英文摘要 微信营销的互动性对消费者行为意向的影响研究
II
Study on the Influence of the Interactivity of WeChat
Marketing on Consumers&39; Behavior Intention
Abstract
With the development of mobile Internet, all kinds of application software based on
smart phone, tablet and other mobile terminal has entered people&39;s field of vision. Among
these these apps, WeChat preempted the market quickly with the aid of tencent, its large
number users and its own advantages, becoming the “super application”.As a kind of new
media, WeChat brings us a lot of convenience and meanwhile opens up a new field for the
enterprise marketing. The main purpose of enterprise marketing is to improve on WeChat
users--consumers conversion rate, however, how to develop WeChat marketing to achieve
this goal has become a hot topic between academia and industry.
Based on this, this article will embark from the greatest character of WeChat
----interactivity, to study the influence caused by the interactivity of WeChat marketing on
consumer trust and behavioral intention.
Firstly, on the basis of reviewing domestic and foreign documents about interactivity,
trust and behavioral intention, the article carried on the definition of WeChat interactive
marketing combining the works of predecessors and its marketing reality. It could be
divided into three categories:consumer and corporate website interaction, consumer and
consumer interaction, consumer and WeChat consumer service interaction; and selected
the corresponding factors.At the same time, the consumer behavioral intention can be
divided into search intention, purchase intention and recommendation intention, coupled
with the intermediary variables of consumer trust, which constructed the research model
and came up with the research hypotheses in this article.
Then using questionnaire to collect data. After screening these data, applying
SPSS20.0 to do descriptive statistic analysis, validity analysis, factor analysis, correlation
analysis, regression analysis and the mediating effect analysis, which concluded the
research conclusion of this article.The results of empirical analysis show that, firstly,
perceived usefulness and perceived ease of use has a significant positive impact on
consumer trust and behavioral intention; mutual aid has a significant positive impact on
consumer trust and recommendation intention; personalization has a significant positive微信营销的互动性对消费者行为意向的影响研究 英文摘要
III
impact on recommendation intention; responsiveness has a significant positive impact on
consumer trust, purchase intention and recommendation intention; secondly, consumer
trust has a significant positive impact on behavioral intention; thirdly, consumer trust plays
an intermediary and partial role in WeChat marketing and behavioral intention.
Finally, based on the above conclusion, this article will present some suggestions for
the enterprise from the interactive construction of WeChat marketing, sum up the
limitation of this study and put forward the research prospects in the future.
Keywords: WeChat marketing interactivity consumer trust behavioral
intention
Written by Rui Zhu
Supervised by Xiaofeng Li
显示信息,或将命令回显打开或关上
ECHO [ON | OFF]
ECHO [message]
要显示当前回显设置,键入不带参数的 ECHO
目 录
1 绪论 1
1.1 研究背景 ..........1
1.1.1 移动互联网的发展...........1
1.1.2 微信营销的兴起与应用...1
1.2 研究意义 ..........2
1.3 研究内容及框架 ..........3
1.3.1 研究内容...3
1.3.2 研究框架...4
1.4 研究方法和创新点 ......5
1.4.1 研究方法...5
1.4.2 研究创新点5
2 文献综述 ....6
2.1 微信及微信营销 ..........6
2.1.1 微信及微信营销...6
2.1.2 微信营销的研究综述.......7
2.2 互动性 ..8
2.2.1 互动性的概念及类型.......8
2.2.2 互动性维度...........9
2.3 消费者行为意向 ........ 11
2.3.1 行为意向的定义. 11
2.3.2 行为意向的维度. 11
2.4 消费者信任 ...13
2.4.1 信任的定义
。。。以上简介无排版格式,详细内容请下载查看