论文总字数：20375字

摘 要

近年来，新媒体快速发展并且极大地影响了市场营销环境，企业可以借助于多功能的新媒体进行营销推广,但是理论上关于新媒体营销是如何影响购买意愿缺乏相关研究，这导致目前很多企业在营销过程中没有足够依据来帮助品牌通过新媒体营销对消费者购买意愿产生正向影响，因此本文将在查阅关于新媒体营销和消费者购买意愿的相关文献资料的基础上，勾勒出具体的模型，并提出相应的研究假设。

首先，我回顾了国内外近年来有关新媒体营销的文献研究，在前人的基础上提炼出了新媒体营销的概念和维度，本文得出了互动性，信息质量和娱乐性三个维度，再根据技术接受模型构建起新媒体营销影响消费者购买意愿的模型。接下来，在明确变量内涵的基础上编制问卷，并向接触新媒体较多的人群发放和回收问卷，并对问卷中的数据进行分析和检验假设。通过数据分析发现：互动性、信息质量、娱乐性这三个新媒体维度通过感知信任或感知有用性这两个感知特性对消费者购买意愿有正向影响作用，感知有用性和信任在新媒体营销对消费者购买因素的影响中起到中介作用。最后，本文将根据研究结论对企业提出相应营销建议。

关键词：新媒体营销 感知有用性 感知信任 消费者购买意愿

Research on the Influence Factors of New Media Marketing on Consumer purchase intention.

ABSTRACT

Nowadays, The new media has rapidly developed and has significantly impacted marketing communication environment.Enterprises can use the multi-functional new media for marketing promotion, but theoretically there is a lack of research on how new media marketing affects purchasing intentions. In the marketing process, the company does not have enough basis to help the brand to positively influence the consumers' willingness to purchase through the new media marketing. Therefore, based on the relevant literature on new media marketing and consumer purchase intention.，this article will outline a model to describe this Influence Mechanism and propose corresponding research hypotheses.

The first thing is the review of literature research on new media marketing and related fields at home and abroad, and summarizes the concepts and dimensions of new media marketing. This paper draws three dimensions of interactivity, information quality and entertainment, and then according to the technology acceptance model, I will build a model in which new media marketing influences consumers' willingness to purchase. Next, compile the questionaire which is based on the connotation of the variablesthe , and the questionnaires are distributed and collected to the people who have access to new media, and the data in the questionnaires are analyzed and hypotheses are tested. Through data analysis, it is found that: First, interactivity as a new media marketing feature indirectly through the perceived trust and perceived usefulness has a positive effect on consumers' willingness to purchase. Second, as

a new media marketing feature, information quality indirectly has a positive effect on consumers' willingness to purchase through perceived trust and perceived usefulness. Third, entertainment as a new media marketing feature indirectly through perceived trust has a positive effect on consumers' willingness to purchase. Fourth, perceived usefulness and trust play a mediating role in the impact of new media marketing on consumer purchasing factors. Finally, this paper will propose some marketing recommendations which is based on the research conclusions for the company .

Key words:New media marketing; perceived usefulness; perceived trust; consumer purchase intention

目录

摘要 I

ABSTRACT II

第一章 导论 1

1.1研究背景 1

1.2研究现状 1

1.2.1新媒体的概念界定 1

1.2.2消费者购买意愿的研究 2

1.2.3消费者购买意愿的影响因素研究 2

1.2.4新媒体营销的应用研究 2

1.2.5文献述评 3

1.3研究意义 3

1.4研究内容和方法 3

1.4.1研究内容 3

1.4.2研究方法 3

第二章 模型与假设 5

2.1理论模型 5

2.2研究假设 6

第三章 研究设计 8

3.1量表设计 8

3.1.1新媒体营销量表设计 8

3.1.2感知有用性量表设计 8

3.1.3感知信任量表设计 9

3.1.4消费者购买意愿量表设计 9

3.2问卷设计方法 10

3.3数据回收 10

第四章.实证分析 11

4.1样本描述性统计分析 11

4.2样本信度和效度分析 12

4.2.1信度分析 12

4.2.2效度分析 12

4.3变量间的相关分析 14

4.4回归分析 15

4.5模型的修正 17

第五章 结论与启示 19

5.1研究结论 19

5.2营销启示 19

5.3 不足和展望 20

参考文献 21

附录 22

第一章 导论

1.1研究背景

新媒体技术正在web2.0时代得到迅速发展。一方面，新媒体融合了各种多媒体表现形式，能够更快速全面地展示信息提供服务，同时比起其他传统媒介，新媒体所拥有的交互功能使其互动性更强，大众能够在新媒体中能感受到更多社交体验及情感联系，这都使得新媒体用户持续增多，无论是国内的微信，微博，bilibili还是国外的Twitter，Youtube，instagram，新媒体用户日益成为一个庞大的群体，新媒体在当今社会中扮演着越来越重要的重要角色，

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