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学校编码：10384 分类号 密级 _______
学号：17720101154322 UDC
硕 士 学 位 论 文
企业微博营销对消费者购买意愿的影响
The effect of business microbloging on
consumer willingness to purchase
Khader Ali Khader Abdel-hadi
指导教师姓名： 刘 震 宇 教 授
专 业 名 称： 管理科学与工程
论文提交日期： 2013 年 4 月
论文答辩日期： 2013 年 6 月
学位授予日期： 2 0 1 3 年 月
答辩委员会主席：
评 阅 人：
2013 年 5 月
厦门大学博硕士论文摘要库
厦门大学博硕士论文摘要库
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厦门大学博硕士论文摘要库
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厦门大学博硕士论文摘要库
I
摘 要
相对于其他社会化媒体，微博便捷、实时、快速、海量和互动性等特征，使
它具有广阔的商业应用前景，成为一种新的强势的网络营销手段。越来越多的企
业看到了微博营销的价值并加以利用，在微博上设立官方帐号，利用微博去引导
消费者的决策行为，刺激粉丝的购买意愿。企业该如何去做微博，应该注意什么，
哪些因素会影响企业微博营销的效果，微博营销的效果应该如何评价等等都是企
业所关心的问题。本文正是在这种背景下研究企业微博与消费者购买意愿之间的
关系，为企业如何利用微博进行有效营销提供建议。
本文以企业微博为研究对象，通过大量的文献阅读及自身对微博的了解，对
微博及微博营销的概念、特性及在中国的发展状况进行分析，总结了购买意愿和
技术接受模型的相关理论。在技术接受模型的基础上增设感知乐趣变量，结合企
业微博营销特点建立理论模型并提出假设。
本文以厦门大学学生为样本群体，进行问卷调查，将收集的数据进行实证分
析，然后利用结构方程对模型进行拟合和假设检验，最终得到结论。
实证结果表明：企业微博内容质量、企业微博与粉丝互动与感知易用性、感
知可用性和感知乐趣正向相关。感知可用性和感知易用性对感知乐趣正向作用。
感知乐趣对信任正向作用。消费者购买意愿受到感知易用性、感知可用性、感知
乐趣及信任的正向作用。企业微博活跃度与感知易用性、感知可用性及感知乐趣
的关系在本研究中不能被测量。
同时，本文发现不少实体企业（如苏泊尔、联想、惠普、优衣库等）在天猫
开设的官方旗舰店受到了消费者的热烈欢迎，这些企业也在新浪微博开设有官方
微博，企业微博的粉丝中既有已消费者，也存在潜在消费者。在此背景下，结合
本文的研究结论，为进行微博营销的企业提出了具体发展建议。
关键词：微博营销；技术接受模型；感知乐趣；购买意愿
厦门大学博硕士论文摘要库
II
Abstract
Compared to other social media, microblogging is convenient, instantaneous,
massive, interactive, and has various features, which gives it broad prospects for
commercial application and makes it a new, powerful network marketing tool. More
and more businesses are recognising the value of microblogging marketing, the use of
establishing an official microblogging account, and using microblogging to guide the
decision-making behaviour of consumers and to stimulate fans' willingness to buy.
When engaging in microblogging, enterprises should be concerned with what
elements will influence the enterprise's microblogging marketing effect, how to
evaluate that effect, etc. This paper will use this focus to research the relationship
between the enterprise's microblogging and consumer's willingness to purchase, in
order to provide suggestions as to how enterprises should use microblogging
effectively.
This paper will use microblogging as the topic of research, and analyse its
characteristics and its state of development within China through the use of extensive
reading, personal understanding of microblogging, and concepts of microblogging and
microblogging marketing, in order to summarise willingness to buy and related
theories. Using the technological acceptance model as a basis, variables of perceived
interest will be established, and this will be used as the base theory. Then, the
characteristics of business' microblogging marketing will be combined to establish a
theoretical model and propose a hypothesis.
This paper used Xiamen University teachers and students as the sample groups
for a survey, and then engaged in an empirical analysis of the collected data. Then,
using a structural equation model and how the model fits the data, modified the model
and tested the hypothesis to reach a conclusion.
The empirical results show that the quality of enterprise microblogging content,
the enterprise and their followers' interaction and the perceived ease of use, the
perceived usefulness, and the perceived interest have a positive correlation. The
perceived usefulness and the perceived ease of use have a positive effect on perceived
interest. Perceived interest also has a positive effect on the level of trust. The most
important component of consumers' purchasing behaviour is willingness to buy, which
is positively influenced by perceived ease of use, perceived usefulness, perceived
interest, and trust. The relationship between the level of enterprises' microblogging
activity, perceived ease of use, perceived usefulness, and perceived interest cannot be
measured in this research.
At the same time, this paper reveals a multitude of business entities (such as
SUPOR, Lenovo, HP, Uniqlo library, etc.) that opened official flagship stores at
Tmall.com received a warm welcome by consumers; these enterprises also opened
official accounts on Sina Microblogging. The enterprises' microblogging followers not
only include current customers, but also potential customers. By combining the results
厦门大学博硕士论文摘要库
III
of this research, this paper proposes a specific development strategy for enterprises
utilizing microblogging marketing.
Key words: microblogging marketing, TAM, perceived interest, willingness to
purchase
厦门大学博硕士论文摘要库
IV
目录
第一章 绪论 ............................................. 1
1.1 研究背景 ..................................................... 1
1.2 研究目的和意义 ............................................... 3
1.3 研究方法 ..................................................... 3
1.4 论文结构 ..................................................... 4
1.5 本文贡献 ..................................................... 5
第二章 文献综述 ......................................... 6
2.1 微博的概念、分类、价值及在中国发展现状 ....................... 6
2.1.1 微博的概念 ................................................................................................... 6
2.1.2 微博的分类 ................................................................................................... 6
2.1.3 微博的价值 .................................................................................................. 6
2.1.4 微博在中国 .................................................................................................. 7
2.2 企业微博及企业微博营销 ....................................... 8
2.2.1 企业微博的概念及在中国模式 .................................................................. 9
2.2.2 企业微博营销的概念及特征 .................................................................. 11
2.2.3 企业微博营销在中国 ................................................................................ 12
2.2.4 企业微博营销理论 .................................................................................... 13
2.3 购买意愿 .................................................... 14
2.3.1 消费者购买意愿的内涵、理论基础 ........................................................ 14
2.3.2 网络消费者购买意愿的理论基础 ............................................................ 16
2.4 技术接受模型（TAM）的理论基础 ............................... 16
第三章 研究模型及假设研究 .............................. 18
3.1 变量定义及假设研究 .......................................... 18
3.1.1 企业微博内容质量 .................................................................................... 18
厦门大学博硕士论文摘要库
V
3.1.2 企业微博与粉丝互动 ................................................................................ 20
3.1.3 企业微博活跃度 ........................................................................................ 21
3.1.4 感知易用性对感知可用性,,感知乐趣和购买意愿的影响 ...................... 22
3.1.5 感知可用性对购买意愿的影响 ................................................................ 23
3.1.6 感知乐趣对信任和购买意愿的影响 ........................................................ 23
3.1.7 信任的影响因素 ........................................................................................ 25
3.2 构建模型 .................................................... 26
3.3 实证研究设计 ................................................ 27
3.4 问卷设计 .................................................... 27
3.5 数据收集与分析方法 .......................................... 28
第四章 实证分析 ........................................ 29
4.1 描述性统计分析 .............................................. 29
4.2 信度分析 .................................................... 31
4.3 效度分析 .................................................... 34
4.3.1 关联效度分析 ............................................................................................ 34
4.3.2 结构效度分析 ............................................................................................ 38
4.4 结构方程模型概述 ............................................ 39
4.5 AMOS 实证研究 ............................................... 40
4.5.1 模型建立 .................................................................................................... 40
4.5.2 模型拟合 .................................................................................................... 41
4.5.3 假设检验与结论 ........................................................................................ 43
第五章 结论、建议与展望 ................................ 44
5.1 研究结论 .................................................... 44
5.2 发展建议 .................................................... 45
5.2 研究展望 .................................................... 46
参考文献 ................................................ 47
附录：调查问卷 .......................................... 51
厦门大学博硕士论文摘要库
致谢 .................................................... 55
厦门大学博硕士论文摘要库
VII
Contents
Chapter 1 preface ...................................................................................... 1
1.1 Research background ......................................................................................... 1
1.2 Aim and implications of research ................................................................... 3
1.3 Research method ................................................................................................ 3
1.4 Structure of thesis ............................................................................................... 4
1.5 The potential contributions of this thesis ....................................................... 5
Chapter 2 Summary of literature ......................................................... 6
2.1 Concepts, types, value of microblogging and the current situation of its
development in China ........................................................................................ 6
2.1.1 Concepts of microblogging ......................................................................... 6
2.1.2 Types of microblogging .............................................................................. 6
2.1.3 The value of microblogging ........................................................................ 6
2.1.4 Microblogging in China .............................................................................. 7
2.2 Business microblogging and marketing through microblogging
.................................................................................................................................. 8
2.2.1 Concepts of business microblogging and the pattern in China ................... 9
2.2.2 Concepts of microblogging for business marketing and its characteristics
............................................................................................................................ 11
2.2.3 Microblogging for business marketing in China ....................................... 12
2.2.4 Theories of microblogging for business marketing ................................... 13
2.3 Willingness to purchase ................................................................................... 14
2.3.1 Theoretical foundations and implications of consumers’ willingness to
purchase .............................................................................................................. 14
2.3.2 Theoretical foundations of internet consumers’ willingness to purchase
.............................................................................................................................. 16
2.4 The theoretical foundations of the Technology Acceptance Model(TAM) . 16
Chapter 3 Research models and hypothetical research
厦门大学博硕士论文摘要库
................................................................................................................... 18
3.1 Defining variables and hypothetical research .............................................. 18
3.1.1 The quality of business’ microblog content .............................................. 18
3.1.2 Business microblogging and fans interaction ............................................ 20
3.1.3 The dynamicity of business microblogging .............................................. 21
3.1.4 The influence of perceived ease of use on the perceived usefulness，
perceived interest and consumers’ willingness to buy ....................................... 22
3.1.5 The influence of perceived usefulness on willingness to purchase
.............................................................................................................................. 23
3.1.6 The influence of the perceived interest on the perceived trust and
willingness to buy ............................................................................................... 23
3.1.7 The influence of trust on the willingness to buy ....................................... 25
3.2 Constructing a model ....................................................................................... 26
3.3 Empirical research designs ............................................................................ 27
3.4 Survey designs ................................................................................................ 27
3.5 Methods of data collection and analysis ......................................................... 28
Chapter 4 Empirical analysis ........................................................... 29
4.1 Descriptive data analysis ................................................................................ 29
4.2 Reliability analysis ............................................................................................ 31
4.3 Validity analysis .............................................................................................. 34
4.3.1 Correlation validity analysis ........................................................................ 34
4.3.2 structured validity analysis .......................................................................... 38
4.4 Description of SEM ........................................................................................ 39
4.5 AMOS empirical research ............................................................................. 40
4.5.1 Establishing models ................................................................................... 40
4.5.2 Model fitting .............................................................................................. 41
4.5.3 Examination of hypothesis and conclusion ............................................... 43
Chapter 5 Conclusion, suggestions and predictions ....................... 44
5.1 Conclusion of research ................................................................................... 44
5.2 Suggestions for development ......................................................................... 45
厦门大学博硕士论文摘要库
IX
5.2 Predictions for future directions of research ............................................... 46
Bibliography ........................................................................................... 47
Attachments: survey questionnaire ......................................................... 51
Thanks ................................................. 55
厦门大学博硕士论文摘要库
X
图录
图 1.1.1 2011-2012 年中国微博用户数及网民使用率 ................... 1
图 1.1.2 19 岁以上互联网微博用户 ................................... 2
图 1.4.1：本文研究框架 ............................................ 5
图 2.1.1： 微博服务特性 ........................................... 6
图 2.1.2 微博平台上电子商务行为 ................................... 8
图 2.2.1 企业微博账号关注数量 ..................................... 9
图 2.2.2 Adidas 系集团账号信息传播典型路径 ........................ 10
图 2.2.3 万达集团账号信息传播典型路径 ........................... 10
图 2.2.4 易观集团账号信息传播典型路径 ............................ 11
图 2.2.5 过去一年在互联网营销推广方面进行投入的企业中各种网络营销方
式的普及率 ....................................................... 13
图 2.4.1：TAM 模型 ................................................ 16
图 3.1.1 关注企业微博的内容 ....................................... 18
图 3.1.2 微博用户拒绝关注/转发的微博内容 ........................ 19
图 3.1.3 阻碍关注官微的用户转发/分享的愿意 ...................... 19
图 3.1.4 微博用户转发原因 ....................................... 19
图 3.1.5 互联网用户在微博平台上的使用行为 ........................ 24
图 3.2.1：企业微博营销对消费者购买意愿的影响的理论模型 ........... 26
图 3.3.1：本文实证研究过程及内容示意图 ........................... 27
图 4.5.1：企业微博对消费者购买意愿的影响因素理论模型 ............. 41
图 4.5.2：理论模型初次拟合的标准化路径图 ......................... 42
厦门大学博硕士论文摘要库
XI
表录
表 1.1.1：以“微博营销”为篇名在数据库与经济相关学科领域搜索的文献数
量 ................................................................ 3
表 2.2.1：微博运营主要工作流程 .................................. 9
表 2.2.2：微博营销与传统营销方式比较 ............................. 12
表 2.2.3：企业微博营销理论 ....................................... 13
表 2.2.4：对消费者购买意愿的研究的主要观点 ....................... 15
表 3.1 理论模型假设汇总 ......................................... 26
表 4.1.1 个人基本信息汇总表 ...................................... 29
表 4.2.1：量表总体信度分析结果 ................................... 32
表 4.2.2：各变量信度分析结果 ..................................... 32
表 4.2.3：调整之后量表总体信度分析结果 ........................... 33
表 4.2.4：调整之后各变量信度分析结果 ............................. 33
表 4.3.1-1：Pearson 相关系数 ...................................... 34
表 4.3.1-2：Pearson 相关系数 ..................................... 35
表 4.3.1-3：Pearson 相关系数 ...................................... 36
表 4.3.2-1：调整后的 Pearson相关系数 ............................. 36
表 4.3.2-2：调整后的 Pearson相关系数 ............................. 37
表 4.3.2-3：调整后的 Pearson相关系数 ............................. 37
表 4.3.3 各变量特征值及总体解释度 ................................ 38
表 4.3.4：变量因子负荷表 ......................................... 39
表 4.5.1：理论模型的模型估计值 ................................... 42
表 4.5.2：理论模型拟合指标值 ..................................... 43
表 4.5.3：假设检验结果 ........................................... 43
厦门大学博硕士论文摘要库
厦门大学博硕士论文摘要库
Degree papers are in the “Xiamen University Electronic Theses and Dissertations Database”. Fulltexts are available in the following ways: 1. If your library is a CALIS member libraries, please log on http://etd.calis.edu.cn/ and submitrequests online, or consult the interlibrary loan department in your library. 2. For users of non-CALIS member libraries, please mail to [email protected] for delivery details.
厦门大学博硕士论文摘要库
