微博营销对用户行为意愿的影响研究-技术经济与管理专业论文.docx

尔华大学旭丨I工商管理学院硕I:学位论文本文的创新点在于以下三点：1)微博营销影响因子和行为意愿构成的探索分析、丰富了原來微博营销影响因了?和行为意愿的内涵。2)建立微博营销影响因子对行为意愿的影响模型，并通过新浪旅游类微博营销对其进行验证，从而弥补了微博营销对用户行为意愿影响的研究领域内的空白。3)以旅游类微博营销为研究对象，并针对这一类微博如何进行营销提出了建议和策略。综上所示，本文关于微博营销对用户行为意愿的影响研究不仅在相关理论研究上进行了丰富和延伸，同时对丁-旅游类微博如何进行营销提出了个人的建议。关键词微博营销影响因子；行为意愿；认知-情感；信任IIA bstractA bstractSinceTwitterwaslaunchin2006,m icro-bloghasbecom eahottopicandattractedatotofattentionfrommedia,theITindustry,thegeneralpublic,etc.InDecem berof2010,the userscaleofm icro-bloginChinahasexceeded 160m illion.According to the predication ofOC CT,by the end of2013,theindependentuserofm icro-blogwouldreach253m illion.Asanew m edia,them icro-blog integratesm essage,socialnetwork,blog and IM scharacteristicswiththestrengthslikelow threshold,transm ission speed,real-timefeedbackandsoon.M oreandmoreenterprisesandmarketingpractitionershavenoteditand take m icro-blog asan effective way inm arketing and PR.Buthow toeffectivelyuseofthemicro-blogformarketingisstillinexploration.Thispapertakestourism m icro-blogsinSinaplatform asobject,exploring thefactorsofm icro-blogm arketingandsettingupam odelofeffectsofm icro-blogm arketingonbehavioralintention.Basedontheresearchresult,itgivessomesuggestionsfortourism enterprisestakingactiononm icro-blogm arketing.Firstlytheauthorreadsa lotofrelated literature.Inthefirstand secondchapters,itsystematicallyreviewsthedefinitionofmicro-blogmarketing,theconnotation and featuresofnetworkconsum ption behavior,the definition ofbehavioralintention,the relationship ofbehaviorintention and attitude,purchase intention and trust.Secondly,itdoessom e interview w ith threeexpertsand sixusersand conducts7 possiblefactorsofm icro-blog m arketingasinterest,brand,event,prom otion,information,interactive and opinionleaders.Thirdly,withtheliteratureresearchandinterview results,itpresentsatheoreticalmodelabouttheeffectsofmicro-blog m arketing on behav iorintentionandalsogivestheresearchhypothesis.W ithstatisticalanalysisof142effectivesam ples