微信营销对消费者购买意愿的影响研究——以感知价值为中介变量

• 作者： 刘星宇 ¹ 王文慧 ¹ 冯之坦 ² 杨阳 ¹
• 作者单位：
  1.  南通理工学院商学院

  2.  南通开放大学艺术传媒学院
• 通讯作者： 杨阳 
• 发布时间：2024-10-21

摘要: 本文以微信营销为例，根据消费者的购买意愿，深入分析微信营销对消费者的影响因素，以微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等因素为自变量，以消费者感知价值为中介变量，以消费者购买意愿为因变量，设计了调查问卷。结果表明：微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等影响因素对消费者感知价值有正向且显著的影响；感知价值在影响因素和购买意愿之间起中介作用，且正向显著影响消费者购买意愿。基于此，本文提出以下营销建议：重视微信营销活动方式；提高微信推送信息质量；打造品牌知名度；提高亲友参与度等，以供参考。

Abstract: This article takes WeChat marketing as an example to deeply analyze the infl uencing factors of WeChat marketing on consumers based on their purchase intentions. A survey questionnaire is designed with WeChat marketing activities, WeChat marketing information quality, brand reputation, and family and friend participation as independent variables, consumer perceived value as a mediator variable, and consumer purchase intention as the dependent variable. The conclusion indicates that factors such as WeChat marketing activities, WeChat marketing information quality, brand reputation, and family and friend participation have a positive and significant impact on consumer perceived value. Perceived value serves as a mediator between infl uencing factors and purchase intention, and has a signifi cant positive impact on consumer purchase intention. Based on the above results, the following marketing suggestions are proposed such as attaching importance to WeChat marketing activities, improving the quality of WeChat marketing information, building brand reputation, and encouraging the participation of family members and friends.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第5期
• 引用： PSSXiv:202410.01832 (或此版本 PSSXiv:202410.01832V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.05.065
  CSTR:32012.36.PSSXiv202410.01832
• 推荐引用方式： 刘星宇,王文慧,冯之坦,杨阳.微信营销对消费者购买意愿的影响研究——以感知价值为中介变量.中国商论,2024(5).[DOI:10.19699/j.cnki.issn2096-0298.2024.05.065] (点此复制)