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1、沈陽理工大學(xué)碩士學(xué)位論文AbstractWitlltherapiddevelopmentoftechnologyandtheIntemet，thetraditionalconsumptionpatternshaveproducedabigdifferencetotheactualconsumptionpaaems．Asanemergingmedia,themicrobloghasitsownadvantage：thelittleinformationonthenumberofwords，contentsofstyles，widerangeofi
2、nformation,clippingspreadandSOon．Thereforeresearchmicroblogmarketingmodelisnecessaryinthecurrent．Atthepresent,mostenterprisesignorethecheapandhugeaudiencemicroblogmarketing．Inthisarticle，theauthorcombinethemicroblogmarketing諏mconsumerpurchaseintention，researchthedepthofconsu
3、merbehaviorand、ⅣiShprovidingareferencefortheenterprisemicroblogmarketing．Thearticlereviewsprevioushumanstudiesandbasedonthecurrenttrendofmarketing．takemicroblogmarketingaSthestudy,researchingtheinfluenceofmicroblogmarketingonconsumerpurchaseintentionbyin-depthinterviewsandth
4、esurveyquestiormaire．Firstly,throughdepthinterviewsconcludedmarketingfactorsinfluenceconsumerpurchaseintentioninmicro—blogmarketing．Andthen，basedonthetechnologyacceptancemodel，establishtherelationshipmodelofmarketingfactorsofmicro-blogmarketing．Theempiricalstudyshows：Through
5、theanalysisofvariance，theconsum．ers’willingnesshasalsoaffectedbytheirageandtheaveragemonthlycostoflivinginfreereign．Theoldpeoplewillbemoresensitiveinperceivedriskthantheyoung．Thecrowdwhohasthemostaveragemonthlycostoflivinginfreereignismorefastidious，SOdotheleast．Meanwhile，th
6、econsumersperceiveanddegreeofmatchingisbelowtothemid．1evelcrowd．Keywords：MicroBlogMarketing；Consumers’willingness；ConsumerPerception；StructuralEquationModel目錄第1章緒論?????????????????????????????11．1選題背景及研究意義??????????????????????．11．2微博營銷的研究現(xiàn)狀??????????????????????．．31．3研究思路和方
7、法?????????????????????????61．4全文框架???????????????????????????．．81．5本文創(chuàng)新點(diǎn)??????????????????????????．．8第2章概念界定及相關(guān)理論概述???????????????????102．1微博營銷的概念及特點(diǎn)?????????????????????102．2消費(fèi)者購買行為理論模型????????????????????122．3消費(fèi)者價值理論????????????????????????18第3章微博營銷對消費(fèi)者購買意愿影響的研究假設(shè)及模型構(gòu)建????
8、??223．1微博營銷因子的提取???????????????．．．??????．223．2理論模型的構(gòu)建??????????????????????
