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硕士学位论文微博营销对购买决策影响的实证研究REASEARCHONMICRO-BLOGGINGMARKETINGANDITSEFFECTSTOPURCHASEDECISION杨光哈尔滨工业大学2012年6月国内图书分类号:F713.50学校代码:10213国际图书分类号:339.1密级:公开管理学硕士学位论文微博营销对购买决策影响的实证研究硕士研究生:杨光导师:李国峰副教授申请学位级别:管理学硕士学科、专业:企业管理所在单位:管理学院答辩日期:2012年6月授予学位单位:哈尔滨工业大学ClassifiedIndex:F713.50U.D.C:339.1DissertationfortheMasterDegreeinManagementREASEARCHONMICRO-BLOGGINGMARKETINGANDITSEFFECTSTOPURCHASEDECISIONCandidate:YangGuangSupervisor:AssociateProf.LiGuofengAcademicDegreeAppliedfor:MasterofManagementSpeciality:BusinessManagementAffiliation:SchoolofManagementDateofDefence:June,2012Degree-Conferring-Institution:HarbinInstituteofTechnology哈尔滨工业大学管理学硕士学位论文I摘要微博营销被众多相关人士预测为新一代营销模式的推动者,越来越多的企业纷纷到微博上争夺消费者的注意力,试图将微博作为与消费者沟通、影响消费者行为的有力工具。然而至今学术界对微博营销的研究还处于初级阶段,更多的停留在定性研究,缺少实证研究,尤其对于微博营销对企业和消费者行为影响的具体效力更是匮乏,本文将探索性地研究微博营销对消费者行为的具体影响力,力求为企业微博营销实践提供有效建议。本文通过对微博营销的理论研究成果的系统梳理,在深入研究了品牌形象的内涵、购买决策的影响因素的基础上,结合湿营销理论以及消费者态度-行为模型为逻辑依据,分析了微博营销对品牌形象以及消费者购买行为的影响机理,构建了微博营销对消费者购买决策的影响模型。接下来通过调查问卷的方式进行数据收集,运用SPSS16.0和AMOS7.0对收集的数据进行统计分析,利用结构方程模型对模型进行了拟合度评估检验。在以往研究结果基础上,再通过访谈法的探索与验证,本文提出了微博营销的五个影响因子,分别为成熟度、内容营销、活动营销、人性化营销和互动营销,从而帮助企业认识到了管理微博营销的途径和手段;检验了品牌形象与购买决策关系在微博营销中的适用性;并且进一步探索出微博营销因子对品牌形象各个维度以及消费者购买决策的影响效力,为将来微博营销的研究做出了一定的理论贡献。昀后经过对研究结果的进一步提炼总结,结合现阶段微博发展状况,本文对企业如何通过微博提升品牌形象和影响消费者行为提出了策略建议,力图为企业在实践过程中提供有效参考。关键词:微博营销;品牌形象;购买决策哈尔滨工业大学管理学硕士学位论文IIAbstractMicro-bloggingMarketingiswellpredictedastheimpellerofthemarketingmodelofthenewgeneration.Companiesfightforthefocusoftheconsumer,tryingtotakethemicro-blogasthetoolforconsumercommunication.Lackingofempiricalresearchandlimitedbythequalitativeprimarystudyofmicro-bloggingmarketing,especiallydeficientinfluenceofthebusinessandconsumer’sbehavior,thispaperfocusonthespecificimpactonbusinessandconsumer’sbehavior,providingpracticalsuggestionsforbusinessmicro-bloggingmarketing.Thispapersystematiclyclassifiestheoreticalresearchofthemicro-bloggingmarketing.Basedoninfluencingfactorsofthebrandimageconnotationandpurchasedecision,thispaperanalyzestheinfluenceprinciplebetweenmicro-bloggingmarketingandbrandimageconnotationandpurchasedecision.Withwhichcombineswetmarketingandconsumerattitudinalbehavior,theinfluencemodelisestablishedtostudytherelationofmicro-bloggingmarketingandconsumerpurchasedecision.Fittingdegreeevaluationtestisappliedforthestudymodel,withabundantdatacollectionandstatisticanalysisofSPSS16.0&AMOS7.0.Accordingtotheresearchresultandconfirmationoftheinterviewingmethod,fiveimpactfactorsofthemicro-bloggingmarketingareproposed,includingmaturity,contentmarketing,eventmarketing,humanizemarketingandinteractivemarketing.Betterperceivingofthemicro-bloggingmarketingmanagementapproachesandcheckingtheapplicabilityofthebrandimageandpurchasedecision,companycanmakefulluseoftheinfluenceeffectondimensionsofbrandimageandpurchasedecision.Furthermore,throughrefiningsummary,thestudycontainsdevelopmentatthisstageandrecommendationstrategy.Makingcontributionstomethodsonmicro-bloggingmarketingforbrandimageandconsumerbehavior,thispaperofferstheoreticalandpracticalreferencebasis.Keywords:micro-bloggingmarketing,brandimage,purchasedecision哈尔滨工业大学管理学硕士学位论文III目录摘要............................................................................................................................IAbstract..........................................................................................................................II第1章绪论...............................................................................................................11.1研究背景与问题提出..........................................................................................11.2国内外研究现状..................................................................................................11.3研究的目的及意义..............................................................................................31.3.1研究目的.......................................................................................................31.3.2研究意义.......................................................................................................41.4研究内容与方法..................................................................................................51.4.1研究内容与框架...........................................................................................51.4.2研究方法与研究工具...................................................................................7第2章微博营销对购买决策影响模型的构建.......................................................82.1微博营销理论......................................................................................................82.1.1微博营销.......................................................................................................82.1.2微博营销的特点...........................................................................................82.2相关理论基础......................................................................................................92.2.1品牌形象理论...............................................................................................92.2.2购买决策理论......................................................
本文标题:微博营销对购买决策影响的实证研究
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