企业微博互动与用户需求的相关性分析-correlation analysis between enterprise microblog interaction and user demand.docxVIP

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企业微博互动与用户需求的相关性分析-correlation analysis between enterprise microblog interaction and user demand.docx

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企业微博互动与用户需求的相关性分析-correlation analysis between enterprise microblog interaction and user demand

AbstractWith the development of the new media ”Micro-blog”, “Weibo interactive marketing ” ——this new kind of marketing has being popular and gained more attention across the world. Therefore, this paper establishes the measuring dimension ofuser- needs and Micro-blog interactions and discusses the components of each dimension on the basis of the reference to others researches. The paper use the quantitative research to explore the demand point of micro- users and the reason they participating in the online interactive marketing from the enterprise. This paper focus on the demand factor and the influence factor that affecting the users’ decision, and analyzes the function of the related spreading mechanism.Research results show that: firslyt: In terms of whether to follow enterprise’s Weibo and whether to attend the online interaction, The influences from information demand, expression demand and interaction demand could be different. Their actions can be different from the core needs and this different will show a certain order. Secondly: online topic interaction is not totally different from Interpersonal interaction , and they are correlate to each other. According to the results, although the online topic interaction can not necessarily promote the interpersonal interaction, but the affinity-disaffinity relationship can matter a lot on attracting others’ attention and action. Thirdly: users’ needs lead to Micro-blog online interaction, and the Micro-blog online interaction increase the information needs ,expression needs and interactive needs.Keywords: Information demand Expression demand Interactive demandThe Micro-blog interactionContent interactionInterpersonal interaction目录摘要.................................................................................................... IAbstract ................................................................................................. II1绪论1.1选题背景 .........................................................