微博营销对网红服装产品购买意向影响研究.docVIP

微博营销对网红服装产品购买意向影响研宄 本文主要研究了服装类网红的微博营销模式。以在淘宝销售量较前的几位网红为例，分析网红 在微博的营销活动和研究。同时针对网红微博的粉丝为调查对象进行网上问卷调查。采用学者对微 博营销因子的研究，分别为信息质量，活跃性，影响力，与粉丝互动和微博意见领袖的参与对认知 信任，感情信任和消费者购买意向3个变量的影响研究，得出分析数据，并根据调研结果对服装企 业在微博营销提出可取之处的建议。 关键词：微博；微博营销；网红；信任；购买意向 Abstract With the emergence of the concept of micro-blogging, its economic value is increasingly prominent, many foreign enterprises use micro-blogging as a new means of making profits. Based on this，this paper reviewed the relevant literature and treats the micro-blogging as the subjects，investigating micro-blogging marketing and effects to tourism from domestic university customers perspective. Micro-blogging is divided into cognitive trust and emotional trust. In order to build hypothesized model and proposed hypothesized， questionnaire research，methods are used to explore the impact of micro-blogging on tourism product purchasing intention. Statistics analysis software SPSS 19.0 was applied to deal with the survey data. By empirical research，the results show that the quality of the information，the activity， the influence of interaction with the fans，micro-blogging opinion leaders participation will have a direct positive effect on the purchasing intention of the tourism product; quality of the information，activity，influence，dependence of the fans，the interaction with the fans，microblogging opinion leader’s participation，and trust is positively correlated. Key words: Weibo; Weibo marketing; Net red; Trust; Purchase intention 巨录 TOC \o 1-5 \h \z 1新仑 1 HYPERLINK \l bookmark2 \o Current Document \h 1.1研究背景 1 HYPERLINK \l bookmark3 \o Current Document \h 1.2研究目的与意义 1 HYPERLINK \l bookmark4 \o Current Document \h 1.2.1研究目的 1 HYPERLINK \l bookmark5 \o Current Document \h 1.2.2研究意义 1 HYPERLINK \l bookmark6 \o Current Document \h 1.3论文研究思路 1 HYPERLINK \l bookmark7 \o Current Document \h 1.3.1论文思路 1 HYPERLINK \l bookmark8 \o Current Document \h 1.3.2论文研究架构 2 HYPERLINK \l bookmark9 \o Current Document \h 1.4研究方法与创新点 2 HYPERLINK \l