企業(yè)微博互動對消費(fèi)者購買意向的影響研究畢業(yè)論文-資料下載頁
2025-07-09 10:20本頁面
【導(dǎo)讀】本文在在消費(fèi)者學(xué)習(xí)理論、信息整合理論和態(tài)度理論。的基礎(chǔ)上，構(gòu)建了企業(yè)微博互動質(zhì)量對消費(fèi)者購買意愿的影響機(jī)制模型并進(jìn)行了實(shí)證檢驗(yàn)。均有顯著的正向影響。這表明企業(yè)應(yīng)把微博促銷的重點(diǎn)放在提升對消費(fèi)者的響應(yīng)性和內(nèi)容。的研究工作及取得的研究成果。據(jù)我所知，除文中已經(jīng)注明引。對本論文（設(shè)計(jì)）的研究做出重要貢獻(xiàn)的個(gè)人。和集體，均已在文中作了明確說明并表示謝意。的電子版和紙質(zhì)版。有權(quán)將論文（設(shè)計(jì)）用于非贏利目的的少量復(fù)制并。紙應(yīng)符合國家技術(shù)標(biāo)準(zhǔn)規(guī)范。利于維護(hù)品牌忠誠并最終增加銷售，因而許多企業(yè)把微博看。艾瑞咨詢的數(shù)據(jù)顯示58%的微博用戶關(guān)注一家以上的企業(yè)微博，60%的微博用。戶因微博信息而產(chǎn)生實(shí)際購買行為。一方面，相當(dāng)一部分企業(yè)忽視了微博。的“基于興趣的交互”的本質(zhì)特征，在微博上大量投放廣告，很難獲得消費(fèi)者的共鳴。對微博互動質(zhì)量不同維度重要性的權(quán)衡是企業(yè)微博促銷當(dāng)前要解決的重要問題。
【正文】 Consumer Marketing, 23(6):314326. [27] Hsu C, Liu C, Lee of mitment and trust towards microblogs on consumer intention.[J].International Journal of Electronic Business Management, 8(4):292303. [28] Kempf D A formation from product trial: Distinct roles of cognition and affect for hedonic and functional products.[J].Psychology and Marketing, 16(1):3550. [29] Kim A, Ko social media marketing activities enhance customer equity? An empirical study of luxury fashion brand.[J].Journal of Business Research, 65(10):14801486. [30] Lee J, Park D H, Han effect of negative online consumer reviews on product attitude: An information processing view.[J].Electronic Commerce Research and Applications, 7(3):341352. [31] Lehtinen U, Lehtinen J approaches to service quality dimensions.[J].Service Industries Journal, 11(3):287303. [32] Liang T, Turban to the special issue social merce: A Research framework for social merce.[J].International Journal of Electronic Commerce., 16(2):514. [33] Lin K K, Lu H to continue using Facebook fan pages from the perspective of social capital theory.[J].Cyberpsychology, behavior and social working, 14(10):565570. [34] Mangold W G, Faulds D media: The new hybrid element of the promotion mix.[J].Business Horizons, 52(4):357365. [35] Mathwick C, Malhotra N, Rigdon value: Conceptualization, measurement and application in the catalog and inter shopping environment.[J].Journal of Retailing, 77(1):3956. [36] Mathwick C, Wiertz C, de Ruyter capital production in a virtual P3 munity.[J].Journal of Consumer Research, 34(6):832849. [37] Mitchell A A, Olson J product attribute beliefs the only mediator of advertising effects on brand attitude?[J].Advertising amp。 Society Review, 18(3):318332. [38] Moschis G role of family munication in consumer socialization of children and adolescents.[J].Journal of Consumer Research, 11(4):898913. [39] Nabi R L, Krcmar media enjoyment as attitude: Implications for mass media effects research.[J].Communication Theory, 14(4):288310. [40] Nunnally . Psychometric Theory. New York: McGrawHill. [41] Parasuraman A, Zeithaml V A, Berry L .[J].Journal of retailing, 64(1):1240. [42] Parasuraman A, Zeithaml V A, Malhotra a multipleitem scale for assessing electronic service quality.[J].Journal of Service Research, 7(3):213233. [43] Robinson S R, Irmak C, Jayachandran of cause in causerelated marketing.[J].Journal of Marketing, 76(4):126139. [44] Rose S, Hair N, Clark customer experience: A review of the business‐ to‐ consumer online purchase context.[J].International Journal of Management Reviews, 13(1):2439. [45] Santos quality: a model of virtual service quality dimensions.[J].Managing service quality, 13(3):233246. [46] Schmidt A, Beigl M, Gellersen is more to context than location.[J].Computers amp。 Graphics, 23(6):893901. [47] Shimp T A, Stuart E W, Engle R program of classical conditioning experiments testing variations in the conditioned stimulus and context.[J].Journal of Consumer Research, 91(18):112. [48] Shohreh A K, Black C proposal to assess the service quality of online travel agencies: An exploratory study.[J].Journal of Professional Services Marketing, 21(1):6388. [49] Stewart D W, Pavlou P consumer response to active consumer: Measuring the effectiveness of interactive media.[J].Journal of the Academy of Marketing Science, 30(4):376396. [50] Van Dolen W M, Dabholkar P A, de Ruyter with online mercial group chat: The influence of perceived technology attributes, chat group characteristics, and advisor munication style.[J].Journal of Retailing, 83(3):339358. [51] Wang X, Yu C, Wei Y, et media peer munication and impacts on purchase intentions: A consumer socialization framework.[J].Journal of Interactive Marketing, 26(4):198208. [52] Yang Z, Jun M, Peterson R customer perceived online service quality: scale development and managerial implications.[J].International Journal of Operations amp。 Production Management, 24(11):11491174. [53] 常亞平 , 劉興菊 , 閻俊 , 等 . .[J].管理科學(xué)學(xué)報(bào) , (04):8696. [54] 汪濤 , 李燕萍 . .[J].商業(yè)經(jīng)濟(jì)與管理 , (11):5055. [55] 趙玲 , 魯耀斌 , 鄧朝華 . .[J].工業(yè)工程與管理 , (03):105111. 基金項(xiàng)目： 國家自然科學(xué)基金資助項(xiàng)目 （ 71072032； 711720xx） 作者簡介： 閆幸（ 1978），女，河南內(nèi)鄉(xiāng)人，管理學(xué)博士，武漢紡織大學(xué)教 師。研究方向?yàn)榫W(wǎng)絡(luò)營銷。 Email:, 電話： 18971143979 常亞平（ 1963），男，湖北武漢人，華中科技大學(xué)（武漢市 430074）管理學(xué)院教授、博士生導(dǎo)師，博士。研究方向?yàn)閼?zhàn)略管理、營銷管理和服務(wù)管理。 Email:。電話：02787558160
研究報(bào)告相關(guān)推薦
鄂ICP備17016276號-1