基于社会化媒体的口碑营销对消费者行为的影响研究

Research on the Influence of “Tablet Marketing” on Consumers’ Behavior Based on Social Media

摘要: 随着社交网络用户数量的日益增多，基于社交网络的社会化媒体的出现被看作是互联网的技术进步，它是消费者生成内容与分享信息的主要载体，是口碑信息快速被传播的在线平台，依托于社会化媒体平台进行的口碑营销的传播方式得到了学界与业界的共同关注。本文通过深度访谈和问卷调查对用户进行调研，收集数据并进行分析，探索影响社会化媒体口碑营销的因素，建立模型，提出研究假设并逐一对假设验证，探讨社会化媒体口碑营销各因素对消费者购买意愿存在的影响，最终得出研究结论。最后，本文根据研究结论为相关企业提出了改进建议与营销策略。

Abstract: With the increasing number of social network users, the emergence of social media based on social network is regarded as the technological progress of the Internet. It is the main carrier for consumers to generate content and share information, and it is an online platform for word-of-mouth information to be spread quickly. The communication mode of word-of-mouth marketing relying on social media platform has received the common attention of academia and industry. This paper, through in-depth interviews and questionnaire survey on users, data collec-tion and analysis, explores the factors that affect social media word-of-mouth marketing, establishes a model, puts forward research hypotheses and verifies the hypotheses one by one, explores the influence of various factors of social media word-of-mouth marketing on consumers’ purchase intention, and finally draws the research conclusion. Finally, according to the research conclusions, this paper puts forward improvement suggestions and marketing strategies for related enterprises.