摘要随着 4G 网络、Wi-Fi、智能手机的普及,人类步入移动互联网时代,微信的崛起和迅速普及为社交媒 体营销提供了新的方向和思路。其中,公众号的出现让微信营销形成体系,开创了内容营销的理念。然而, 微信公众号营销发展至今暴露出的低回报率、信息滋扰等问题同样值得重视。因此,本文从目前社交媒体 营销发展、微信公众号营销现状、存在问题以及相关研究理论的依据着手,将研究对象聚焦为较典型的线 上品牌旗舰店,对微信公众号营销领域展开研究,采用文献研究法、经验总结法、问卷调查法等研究方法, 通过对消费者的数据调查、基于 TAM 模型的定量剖析,结合实际情况,深入挖掘各因素对消费者微信公众 号营销参与意愿的潜在影响,进而帮助企业进一步明确消费者需求,更有针对性地改善微信公众号营销活 动。88443
Abstract:With the popularity of 4G networks, Wi-Fi, smart phones, people enter into mobile Internet era, the rise and rapid spread of WeChat provide a new direction and idea for social media marketing。 Among them, the emergence of WeChat subscriptions turn WeChat marketing into a system, creating the concept of content marketing。 However, nowadays, the development of WeChat subscriptions marketing has exposed some problems such as the low rate of return, information nuisance, which also deserve attention。 Therefore, beginning from the current social media marketing development, WeChat subscriptions marketing situation, existing problems and the related theory, this article focuses on typical online brand flagship stores and launches the research on the area of WeChat subscriptions marketing。 The article tries to dip into the potential influence of all factors on the intention of consumers about marketing of WeChat subscriptions through the survey data of consumers, adopting the literature research method, experience summary method and questionnaire survey method etc。, combined with practicalities, based on the quantitative analysis of the TAM model。 It can help enterprises to further understand the consumer demand and more targeted to improve WeChat subscriptions marketing activities。
毕业论文关键词:微信公众号营销;参与意愿;消费者;TAM 模型
Keyword: WeChat subscriptions marketing; intention; consumer; TAM model
目录
1。引言 5
1。1 选题背景 5
1。2 研究目标和意义 5
1。3 研究内容和方法 6
1。4 研究创新点 6
1。5 技术方案 6
2。微信公众号营销及消费者参与意愿概述 8
2。1 微信公众号营销 8
2。1。1 微信公众号营销的特点 8
2。1。2 微信公众号营销的优势 8
2。1。3 微信公众号营销存在的问题 9
2。2 消费者参与意愿 10
3。 理论模型与相关假设 10
3。1 理论模型 10
3。1。1 基于 TAM 的理论模型 10
3。1。2 结合微信公众号营销的模型修正 11
3。2 相关假设 11
3。2。1 感知有用性 11
3。2。2 感知易用性 消费者微信公众号营销参与意愿影响因素分析以线上品牌旗舰店为例:http://www.youerw.com/guanli/lunwen_161052.html