基于移动社交网络营销的顾客参与行为及其对口碑传播的影响:以微信为例

被引：9

作者：

金虹 ^{[1
]}

Seong Taek Park ^{[2
]}

机构：

[1] 江西师范大学商学院

[2] 韩国国立忠北大学

来源：

宏观经济研究 | 2016年 / 08期

关键词：

移动社交网络; 消费者行为; 顾客参与行为; 口碑传播;

D O I：

10.16304/j.cnki.11-3952/f.2016.08.008

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

随着移动互联网的迅速发展,如何有效地激励顾客的参与、达到预期的宣传目的,成为当前理论与实践层面亟待解决的重要问题。本文从消费者角度来探究微信宣传中顾客参与行为的前置因素,并分析其作用机制,通过对402个有效随机样本获取数据进行的实证分析显示:信息的娱乐性因素、即时性因素和互动性因素对微信宣传的顾客参与行为(包括信息共享和信息搜寻)具有显著正向影响,顾客参与行为对大众口碑传播产生正向影响。因此,企业应正确认识影响顾客参与微信平台的因素,提高推送信息的娱乐、即时与互动程度,开发有效的用户参与战略,从而提高大众口碑传播效果。

引用

页码：63 / 73+96 +96

页数：12

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