新媒体传播对转发意愿及品牌态度的影响研究  

The relationship between social media marketing communication and retweeting intention and brand attitude of fans

作　　者：陈静宇[1] 王春国[1] 唐小飞[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都611130

出　　处：《科研管理》2014年第6期129-135,共7页Science Research Management

基　　金：国家自然科学基金项目;品牌关系驱动力作用下的品牌资产产出模型研究(批准号:71372209);网络环境下的新型定价模式研究(批准号:71331004);补救时机与策略的匹配性原创模型研究(批准号:71072169)资助;教育部新世纪优秀人才支持计划(批准号:NCET-13-0962)资助

摘　　要：传统传播环境下企业营销传播活动对用户品牌态度形成具有显著影响,但社会化媒体的发展极大地改变了企业营销传播的生态环境,现阶段企业的社会化媒体传播并未获得预期影响力,需要从理论上对企业社会化媒体传播的策略及其影响因素进行创新性研究。本文采用实验研究方法,基于企业传播信息内容主题、信息源、传播策略与用户再传播意愿和品牌态度间关系的理论假设,实证研究发现:企业社会化媒体传播对用户品牌态度有正向显著影响;信息内容主题类型、信息源、传播组合策略对用户再传播意愿有显著影响;用户再传播意愿对用户品牌态度的影响不显著等。研究结论丰富了企业社会化媒体传播的理论研究,对企业社会化媒体传播实践具有指导意义。Marketing communication has a significant impact on customer's brand attitude in the traditional media environment,but the development of social media has greatly changed the marketing communication environment,and the company's social media communication have not gained expected effect as it did by traditional media. Based on theoretical hypothesis about the relationship between information topic,sources,mix strategies of social media and retweeting intention and brand attitude of fans,this paper examines the above issues by taking the data of experimental method. The findings is that social media communication has a positive significant influence to brand attitude of fans,there are significant differences of retweeting intension depended on information topics,sources and social media communication mix strategies,and there is no signification relationship between retweeting intention and brand attitude of fans. This study,therefore,contributes to the literature on social media marketing communication and provides important references for managers.

关 键 词：社会化媒体 营销传播 品牌态度 转发 

分 类 号：F273.2[经济管理—企业管理] G206[经济管理—国民经济]