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微博现已成为企业在线传播营销信息的重要工具。深人了解信息传播动机对于企业有针对性地开展网络营销具有重要的意义。本文以基于公共平台的企业微博为研究对象,整合关系营销和在线消费者行为理论,采用因子分析及结构方程建模方法,建立了企业微博信息传播意愿模型。研究发现,用户的沟通获益对满意度、满意度对信任和承诺、信任对承诺、承诺和声望对传播意愿均具有显著正向影响。同时,信任和承诺对满意度与传播意愿的关系存在部分中介效应。
Weibo has become an important tool for companies to disseminate marketing information online. In-depth understanding of the information dissemination motive is of great significance for the company to carry out targeted network marketing. This paper takes corporate microblog based on public platform as the research object, integrates relational marketing and online consumer behavior theory, adopts factor analysis and structural equation modeling method, and establishes the enterprise microblog information dissemination willingness model. The study found that users’ communication benefits have a significant positive impact on satisfaction, satisfaction with trust and commitment, trust with commitment, commitment and reputation, and on the willingness to communicate. At the same time, there is a partial mediating effect of trust and commitment on the relationship between satisfaction and willingness to communicate.