营销方式对消费者购买行为的影响研究——以“微博”为例

Research on the Influence of Marketing Methods on Consumers’ Purchasing Behaviour—Taking “Weibo” as an Example

摘要: 在互联网时代，网络营销迅速发展，社交媒体的作用已超越单纯的社交分享，电子商务与新媒体的结合日趋成熟，衍生出多种细分模式。作为中国影响力较大的社交媒体平台，微博近年来吸引了大量关于消费者行为的学术研究，重点关注内容营销、互动营销、品牌推广等因素。相比之下，国外以“湿营销理论”为代表的研究起步较早，而国内研究多聚焦于口碑影响和营销价值等方面。本研究以大学生为调查对象，提取了在线客户服务、内容营销、互动营销和品牌推广四种微博营销形式。通过问卷收集数据后，结合案例分析发现，企业在微博营销中应重视内容营销以增强用户粘性，合理利用明星效应以提高广告效果，并完善售后服务提升客户心理价值。多元营销形式的组合有助于企业在微博平台上吸引关注、影响消费者购买决策并实现收益最大化。

Abstract: In the Internet era, online marketing has developed rapidly, the role of social media has gone beyond mere social sharing, and the combination of e-commerce and new media has become increasingly mature, giving rise to a variety of segmentation models. As an influential social media platform in China, Weibo has attracted a lot of academic research on consumer behaviour in recent years, focusing on content marketing, interactive marketing, brand promotion and other factors. In contrast, foreign research, represented by the “wet marketing theory”, started earlier, while domestic research focuses on word-of-mouth influence and marketing value. This study takes college students as the survey object and extracts four Weibo marketing forms: online customer service, content marketing, interactive marketing and brand promotion. After collecting data through questionnaires and combining with case studies, it is found that enterprises should pay attention to content marketing in Weibo marketing to enhance user stickiness, make reasonable use of celebrity effect to improve advertising effect, and improve after-sales service to enhance customers’ psychological value. The combination of multiple marketing forms can help enterprises attract attention, influence consumers’ purchasing decisions and maximise revenue on the Weibo platform.