微信营销中企业公众平台对消费者购买意愿的影响研究.pdfVIP

摘要 伴随着移动互联网的高速发展，具有移动互联网属性的移动端即时通讯软件 迎来了发展的高峰，尤其以微信的发展最为迅速，其具备的快捷、方便、内容丰 富的特点使其在国内迅速走红，在微信出现的短短三年时间内得到了迅速的蔓延 和快速的发展，目前国内的微信用户注册数量已经接近五亿，几乎完成了全部移 动互联网用户的覆盖，其中不仅包含了学生等青年人群，甚至在中老年人群中也 获得了很好的推广和覆盖。其与日俱增的用户数量，对企业营销提供了新的机遇 与挑战，如何利用微信快速而准确的传播特性进行精确且低成本的微信营销，已 经得到了越来越多的企业和业界相关学者的关注。 本文以微信公众平台与广大的微信用户为研究对象，通过问卷调查的方式研 究微信公众平台中何种内容和方式会对客户的购买意愿产生影响，同时利用 SPSS19.0 对问卷内容进行分析，对前文提出的假设进行验证，最后得出符合微 信公众平台营销的方法。 文章最后的结论为：企业公众账号提供的信息内容的质量及其功能与服务对 消费者的购买意愿也有较强的正向相关关系，同时充分调动用户积极性引发用户 参与能够明显增强消费者的购买意愿，如果企业在未来的微信营销战中能够做好 上述工作就能够发挥企业微信营销真正的作用。 关键词：微信；微信营销；企业微信公众平台；购买意愿 ABSTRACT With the rapid development of mobile Internet, mobile Internet Mobile has attributes of the end of instant messaging software, ushered in the development of the peak, especially to the development of WeChat most quickly, it has characteristics of fast, convenient, content rich make it quickly became popular in China, has been rapidly spread and developed rapidly in the WeChat the past three years, the number of registered users at home WeChat has been close to five hundred million, almost finished all the users of the mobile Internet coverage, which contains not only the students and other young people, even in the elderly group also received very good promotion and coverage. The number of users grow with each passing day, provides new opportunities and challenges to the enterprise marketing, how to use the WeChat propagation characteristics of fast and accurately WeChat marketing, accurate and low cost, has been the industry related enterprises and scholars more and more attention. In this paper, WeChat platform to the public, with the majority of the WeChat the user as the research object, through a questionnaire survey on what kind of content and the way WeChat public platform for customer purchase intention influences, and use SPSS19.0 to analyze the content of the questio