社会化媒体特性对购买意愿影响因素探索  

Explore the Influencing Factors of Socialized Media Characteristics on the Willingness to Pay

作　　者：李梦吟 王成慧[2] LI Meng-yin;WANG Cheng-hui(Renmin University of China,Beijing100872,China;Beijing International Studies University,Beijing100024,China)

机构地区：[1]中国人民大学商学院,北京市100872 [2]北京第二外国语学院国际商学院,北京市100024

出　　处：《中国流通经济》2017年第8期75-83,共9页China Business and Market

基　　金：北京市哲学社会科学重点项目"北京市旅游企业战略能力与集团化发展模式研究"(12JGA009)

摘　　要：社会化媒体正逐步取代传统媒体获得广告主与消费者的认可和青睐。然而,企业作为广告主在社会化媒体营销渠道选择上的差异,显示了不同社会化媒体特性与营销效果的差异。社会化媒体不同特性会对用户感知有用性和感知易用性产生不同的影响,进而影响用户购买意愿。其中,信息获取、用户真实、兼容贯通对感知易用性有积极影响,信息获取、感知易用性、用户真实对感知有用性有正向影响,而交流互动、投入参与、隐私保密对感知有用性和感知易用性没有显著影响。因此,为更好地推动社会化媒体营销实践,对广告主而言,要提高用户购买意愿,应选择那些能够聚集更多相同爱好与需求人群,能够为用户提供充足、准确、有效购买信息,且具有搜索与直接购买功能的更加方便的社会化媒体;对社会化媒体而言,要改善营销效果,应重新认识活跃度与在线时长作用,努力提高所提供信息的准确性和有效性,提高信息获取的便捷性,增加购买和跳转到购买页面的功能。Socialized media is increasingly replacing the traditional media,and attracting more recognition and favor from advertising enterprises and customers.However,different choices of advertising enterprises in terms of socialized media marketing channels demonstrate the differences in terms of different socialized media characteristics and marketing effects.The different socialized media characteristics will have different impacts on the usefulness and usability of users’perception,which will in turn have impact on users’willingness to pay.Such factors as information acquisition,user truthfulness and compatibility will have positive effects on perception usability;and communication and interaction,involvement and participation,and privacy and confidentiality will have no significant impact on this.To better promote the practice of socialized media marketing,the advertising enterprises should choose socialized media that can gather more people with same interest and requirement,and provide users with enough,accurate and effective shopping information,and have more functions to improve users’willingness to pay;and the socialized media should recognize the role of activity and the length of online time of period,try to improve the accuracy and effectiveness of information,improve the convenience of information acquisition,and add the function of shopping page and transforming to the shopping page to improve the effect of marketing.

关 键 词：社会化媒体 渠道特性 购买意愿 感知有用性 感知易用性 

分 类 号：F713.50[经济管理—市场营销]