营销类信息质量对分享行为的影响研究-以微信营销为例.docxVIP

营销类信息质量对分享行为的影响研究 ——以微信营销为例 内 容 摘 要 随着互联网技术的持续繁荣发展，信息产生量与日俱增，不可避免的导致营销类信息过剩，引发用户的感知紊乱等一系列问题，如何提升信息质量，降低对用户的信息打扰成为当下社交媒体亟需解决的问题。本文以微信营销为例，通过文献调研、问卷收集、SPSS统计分析及Amos结构方程拟合，基于前人的研究与国内外的发展现状，总结了营销类信息质量的各个维度，并结合驱力理论、关系营销理论归纳出影响用户满意及行为的三个层级：信息内容、效用及载体质量。进行信效度检验及结构方程拟合分析后，发现在三个层级中，有五个维度（真实性，完整性，激励性，安全性，系统性能）以用户满意为中介变量正向影响用户分享行为，并得到各个维度对用户满意的影响系数，其中激励性对用户满意的影响系数最大，对此提出了强化用户利益感知、提升媒介的丰富度、优化系统布局及改善信息安全机制的建议。 关键词：微信营销；结构方程；分享行为；用户满意；信息质量 Research on the influence of marketing information quality on sharing behavior -- Taking wechat marketing as an example Abstract With the continuous prosperity and development of Internet technology, the amount of information generated is increasing day by day, which inevitably leads to a series of problems such as marketing information surplus and user perception disorder. How to improve the quality of information and reduce the information disturbance to users has become an urgent problem for social media. This paper takes wechat marketing as an example, through literature research, questionnaire collection, SPSS statistical analysis and Amos structural equation fitting, based on previous research and the development status at home and abroad, summarizes various dimensions of marketing information quality, and combines drive theory and relationship marketing theory to identify three levels that affect user satisfaction and behavior: information content, utility and carrier quality. After reliability and validity test and structural equation fitting analysis, it is found that in three levels, there are five dimensions (authenticity, integrity, incentive, security, system performance) with user satisfaction as the intermediary variable, which positively affect user sharing behavior, and the influence coefficients of each dimension on user satisfaction are obtained. Among them, the influence coefficient of incentive on user satisfaction is the largest Suggestions on strengthening users interest perception, improving the richness of media, optim