資源描述：
《企業(yè)微信精準(zhǔn)營銷對用戶的購買意愿及購買行為影響的研究》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、上海交通大學(xué)碩士學(xué)位論文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萬方數(shù)據(jù)上海交通大學(xué)碩士學(xué)位論文目錄第一章緒論·······················································································11.1研
7、究背景···················································································11.2研究目的與意義··········································································21.2.1研究目的·····································································
8、·········21.2.2研究意義··············································································21.3研究主要內(nèi)容·············································································31.4研究方法與研究框架·····················································
