企业微信精准营销对用户的购买意愿及购买行为影响的研究

《企业微信精准营销对用户的购买意愿及购买行为影响的研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、上海交通大学硕士学位论文ARESEARCHOFCORPORATEWECHATPRECISIONMARKETINGINFLUENCEONUSERPURCHASEINTENTIONANDPURCHASEBEHAVIORABSTRACTMobileinternetdominatesthemainstreamoffutureinternet.AstheChina’smostsuccessfulmobileapplication,WeChathasofferedhugemarketpotentialand

2、brightfuture.Inthebeginningof2011,TencentlaunchedaninnovativeapplicationWeChat,andthenreleasedWeChatpublicplatform,mainlyaimingtoprovidecorporationscreativemarketingchannelsandprécisingbrandpromotionservice.OnbasisofWeChatpublicplatform,thisstudyexpl

3、orestheresearchofcorporateWeChatprecisionmarketinginfluenceonuserpurchaseintentionandpurchasebehavior.Firstly,reviewsthedevelopmentofWeChat,WeChatpublicplatformandclassictheories.BasedonUTAUT,thepaperdevelopsaresearchmodelsoastoexploreinfluentialfact

4、orsofuserpurchaseintentionandpurchasebehaviorbycorporateprecisionmarketingonWeChatpublicplatform.EmpiricaldataarecollectedthroughonlinesurveyandStructuralEquationModeling(SEM)isusedtoanalyze206validsurveys.Theresultindicatesthatinformationaccuracyand

5、one-to-oneinteractionaresignificantdeterminantsofbrandattitude,whilebrandattitudeisthesignificantdeterminantofpurchaseintention,andpurchaseintentionisfurtherthesignificantdeterminantofpurchasebehavior.Finally,thispaperrendersrelativeproposalsforcorpo

6、ratestodevelopWeChatprecisionmarketingstrategies.KEYWORDS:CorporateWeChat,UTAUT,precisionmarketing,purchaseintention,purchasebehaviorII万方数据上海交通大学硕士学位论文目录第一章绪论·······················································································11.1研

7、究背景···················································································11.2研究目的与意义··········································································21.2.1研究目的·····································································

8、·········21.2.2研究意义··············································································21.3研究主要内容·············································································31.4研究方法与研究框架·····················································