發(fā)布時間：2018-03-22 20:54

  本文選題：粉絲　切入點：帖子　出處：《云南大學》2016年碩士論文　論文類型：學位論文

【摘要】：近年來隨著小米華為等手機銷量的走高,“米粉”、“花粉”進入了人們的視野。與被動的接受手機企業(yè)大量的廣告相比,有購買手機傾向的消費者更喜歡主動的上網(wǎng)搜索相關(guān)信息,而虛擬社區(qū)正好提供了粉絲線上評價、分享等活動的平臺,同時也是潛在消費者重要的信息來源,虛擬社區(qū)中的這些帖子信息會影響到有購買手機傾向的潛在消費者的購買決策。本文基于前景理論、線索利用等理論基礎(chǔ),并對忠實粉絲做了簡單限定,設(shè)計出了忠實粉絲帖子信息對潛在消費者購買決策影響的理論模型,設(shè)置了潛在用戶是有手機購買傾向的這一控制變量,探討了忠實粉絲發(fā)布的帖子的數(shù)量、文本屬性、內(nèi)容屬性、時效性和發(fā)帖者資信度對潛在消費者購買決策的影響,根據(jù)文獻與本論文研究整理,設(shè)計各變量量表,并通過問卷星發(fā)放和收集數(shù)據(jù)。通過統(tǒng)計分析對本論文的研究模型和理論假設(shè)的檢驗,本論文得出的研究結(jié)論有：第一,對于有購買手機傾向的潛在用戶來說,瀏覽過帖子數(shù)量與跟帖數(shù)量對他們的購買決策沒有顯著性影響；第二,帖子內(nèi)部的文本屬性對于瀏覽貼子的潛在用戶購買決策影響不顯著。對于一個帖子內(nèi)部來說,潛在用戶關(guān)心的手機各項配置系數(shù)都在帖子內(nèi)部有文字展示,帖子內(nèi)部只要文字包含了潛在用戶所需要了解的所有信息,其是否配上詳細的圖表說明、視頻說明對潛在用戶來說都不重要；第三,帖子的內(nèi)容屬性、帖子的時效性與發(fā)帖者的資信度對瀏覽帖子的潛在用戶購買決策有正向的影響顯著。其中,發(fā)帖者資信度影響最大。第四,性別對帖子發(fā)布／回復(fù)及時性有顯著性差異,另外,不同年齡段對發(fā)帖者資信度與購買決策的看法顯著不同。
[Abstract]:In recent years, with the increase in sales of mobile phones such as Xiaomi and Huawei, "rice noodle" and "pollen" have come into people's view. Compared with passive acceptance of a large number of advertisements from mobile phone companies, consumers who have a tendency to buy mobile phones prefer to actively search the Internet for relevant information. The virtual community provides a platform for online reviews, sharing, and other activities, as well as an important source of information for potential consumers. These posts in the virtual community can affect the purchasing decisions of potential consumers who are inclined to buy mobile phones. This article is based on the theory of foreground, clue utilization and so on, and makes a simple limitation on loyal fans. This paper designs a theoretical model of the influence of loyal fan post information on the purchase decision of potential consumers, sets up the control variable that the potential user is inclined to buy mobile phone, probes into the number of posts published by loyal fans, and discusses the text attributes of the posts posted by loyal fans. The effect of content attributes, timeliness and the information confidence of the poster on the purchasing decision of potential consumers. According to the literature and the research of this paper, the variable scale is designed. Through the statistical analysis of the research model and theoretical hypotheses of this paper, the research conclusions are as follows: first, for potential users who have the tendency to buy mobile phones, The number of posts browsed and the number of posts followed had no significant impact on their purchase decisions. Second, the text attributes within the post had no significant impact on the purchase decisions of potential users browsing posts. All mobile phone configuration factors of concern to potential users are displayed in the post. As long as the text contains all the information that the potential user needs to know, is it accompanied by a detailed chart description? Video description is not important to potential users; third, the content attributes, timeliness of posts and the confidence of the poster have a significant positive impact on the purchasing decisions of potential users who browse posts. Fourth, gender has significant difference on the timeliness of post posting / response. In addition, different age groups have different views on the information confidence of posters and purchase decision.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F713.55
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本文編號：1650337