文献类型：期刊文献

中文题名：消费者微信涉入度对微信渠道购买意愿的影响——产品类别的调节效应

英文题名：The Influence of Consumer's Wechat Involvement on Consumer's Purchase Intention in Wechat——The Adjusting Eeffect of Product Category

作者：牛全保[1];张岩[1]

第一作者：牛全保

机构：[1]河南财经政法大学工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2016

卷号：0

期号：2

起止页码：79-84

中文期刊名：品牌

语种：中文

中文关键词：微信营销;涉入度;购买意愿

外文关键词：Wechat Marketing;;Consumer involvement;;Consumer's purchase intention

摘要：微信营销作为社交媒体营销的重要方面之一,其发展速度和规模越来越引起学术界和实务界的重视。在微信营销的研究当中,消费者的购买意愿是众多学者研究的焦点。本文通过研究消费者涉入度对购买意愿的影响,提出微信涉入度对微信渠道购买意愿会产生正向影响,同时产品类别也会产生一定的调节效应,采用实证方法对两个假设进行验证,得出两个假设均得到支持,最后根据研究结论为营销实践提出相关的建议和改进措施。
Wechat Marketing is a very important part in the Social Media Marketing,the speed and scale of its development has caused much attention of the academic community and practice circle. In the research of Wechat, consumer's purchase intention is the focus of many scholars. Through the research of the influence of consumer involvement on consumer' s purchase intention, this article put forward that the consumer involvement will have a positive influence on the consumer's purchase intention in Wechat, at the same time the product category will adjust the effect. The article uses the empirical methods to verify the two hypothesizes, and the results turned out that both the two hypothesizes had been verified. At last, the article uses the conclusions to propose the suggestions and improving measures to the marketing practices.