摘要

隨著信息技術(shù)的發(fā)展和社交網(wǎng)絡(luò)的興起，越來(lái)越多的信息傳播和分享開(kāi)始向互聯(lián)網(wǎng)這個(gè)平臺(tái)轉(zhuǎn)移。鑒于在杜交網(wǎng)絡(luò)上信息傳播獨(dú)到的優(yōu)越性，很多營(yíng)銷者也在社交網(wǎng)絡(luò)平臺(tái)上看到了商機(jī)和潛力，并希望自己的信息能通過(guò)社交網(wǎng)絡(luò)平臺(tái)有更好地推廣。

本文的目的在于研究這類營(yíng)銷信息中，究竟是什么因素與人們最終的轉(zhuǎn)發(fā)行為有關(guān)并且影響最大。以往關(guān)于人們的在線行為的研究中，有關(guān)于人們的在線購(gòu)物行為的研究、關(guān)于知識(shí)在線分享行為的研究但是很少有關(guān)于營(yíng)銷信息在線分享行為的研究。

因此，本研究將結(jié)合社會(huì)學(xué)、行為學(xué)、經(jīng)濟(jì)學(xué)、心理學(xué)各領(lǐng)域的理論，研究營(yíng)銷信息的傳播影響因素。文章將從社會(huì)學(xué)交換理論中的期望獎(jiǎng)勵(lì)和交換成本理論中的成本兩個(gè)變量，加上互聯(lián)網(wǎng)環(huán)境下常見(jiàn)的信任變量，這三個(gè)變量對(duì)人們?cè)诰�轉(zhuǎn)發(fā)行為的影響為主要研究?jī)?nèi)容。同時(shí)，將三個(gè)變量細(xì)分成不同的維度，與一條典型營(yíng)銷信息包含的各個(gè)方面結(jié)合起來(lái)，利用因子分析和回歸分析，研究不同維度、不同變量對(duì)最終分享行為的影響。本研究以新浪微博為主要數(shù)據(jù)收集研究平臺(tái)，把社交平臺(tái)上營(yíng)銷信息中具有典型性的有獎(jiǎng)轉(zhuǎn)發(fā)類信息作為主要研究對(duì)象。

研究結(jié)果表明，信任的影響最明顯，其包含的對(duì)信息源、信息內(nèi)容和制度規(guī)范三個(gè)維度的信任影響顯著；其次是成本，其包含的事前成本和事后成本兩個(gè)維度均表明影響顯著；另外，期望價(jià)值及其包含的兩個(gè)維度對(duì)轉(zhuǎn)發(fā)的影響都不大。最后，本研究結(jié)合營(yíng)銷信息中包含的關(guān)鍵因素和研究結(jié)果，為營(yíng)銷者提供了設(shè)計(jì)未來(lái)營(yíng)銷信息的側(cè)重點(diǎn)的建議，也為社交網(wǎng)站的平臺(tái)建設(shè)提供了參考意見(jiàn)。本研究結(jié)論可從商業(yè)應(yīng)用推廣至公益、教育、輿論等各領(lǐng)域的應(yīng)用，平臺(tái)適用性也可從新浪微博延伸至微信等其他社交平臺(tái)，因此十分具有現(xiàn)實(shí)意義。
 

關(guān)鍵詞：信息分享；在線行為；信息傳播；交換理論；信任；有獎(jiǎng)轉(zhuǎn)發(fā)

Abstract

As the information technology develops and the social network platform prospers,moreand more information are spreading and shared through the Internet. According to the uniqueadvantage that social network platform owns, many marketers also see the business andpotential market there. They are also considering spreading the marketing information throughthis platform in a more efficient way.

The research aims at find out those factors that influence people's online sharing behaviorabout marketing Information on social network sites. In the literature review, there are studiesanalyzing people's online shopping behavior, or online knowledge sharing behavior. But thereare few analyzing online marketing information sharing behavior. This study uses theoriesfrom sociology, ethology, economics and psychology to study the influential factors of onlinesharing behavior. It's based on the three main variances: Expected Reward from sociology andethology, Cost from economics, and Trust from the psychology but always mentioned underthe internet condition. These three variances were divided into more dimensions and differentcharacters of the marketing information were matched to them. We used factor analysis andregression analysis to find out which factors have more influence. The data was collectedthrough Sina Weibo platform and sample was based on marketing information of rewardingrepost.

It turns out that Trust has the most obvious influence on the online sharing behavior,including dimensions of trust in information source, trust in information content andinstitutional mechanisms （Seal Programs）。 Influence of Cost ranks second,both of the twodimensions are contributive. Expected Reward has the least influence. In the end, the thesisprovide marketing suggestions and solutions according to the key factors in a marketinginformation and the study's result. The conclusion could be applied not only for commercialusage but also for commonweal, education or public opinion spreading. It also supports SNSplatforms other than Sina Weibo. All these lead to the conclusion that this study is meaningfulin practise.

Keywords: information sharing; online behavior; information spreading; exchangetheory; trust; rewarding reposts

摘要

微博是當(dāng)前最主要的社交媒體之一，它的推廣產(chǎn)生了一種新的網(wǎng)絡(luò)營(yíng)銷方式一微博營(yíng)銷。企業(yè)借助微博平臺(tái)可以開(kāi)展一系列的營(yíng)銷活動(dòng)，以實(shí)現(xiàn)其提升知名度，擴(kuò)大品牌影響力的目的。微博營(yíng)銷已逐漸成為眾多企業(yè)不可或缺的營(yíng)銷方式之一。然而，微博營(yíng)銷作為一種新興的網(wǎng)絡(luò)營(yíng)銷方式，它與傳統(tǒng)營(yíng)銷方式之間存在重大區(qū)別，加之，微博營(yíng)銷效果的影響因素尚未準(zhǔn)確界定，營(yíng)銷效果難以科學(xué)評(píng)價(jià)，因此，多數(shù)企業(yè)開(kāi)展微博營(yíng)銷存在很大的盲目性，微博營(yíng)銷仍然處于摸索階段。微博營(yíng)銷究竟能為企業(yè)帶來(lái)多大效益，這是企業(yè)最為關(guān)注的問(wèn)題，然而，對(duì)于微博營(yíng)銷效果影響因素及效果評(píng)估的科學(xué)研宄，目前尚處于稀缺狀態(tài)。

本文以酒店微博為研宄對(duì)象，對(duì)微博營(yíng)銷效果的影響因素及營(yíng)銷效果的評(píng)估進(jìn)行深入研究：

在總結(jié)現(xiàn)有的關(guān)于微博營(yíng)銷的研究基礎(chǔ)上，假定各酒店決策層對(duì)酒店開(kāi)展微博營(yíng)銷持有相同的重視程度，主要從受眾（微博用戶）的角度探究酒店微博營(yíng)銷效果的影響因素。進(jìn)而，以AISAS模式為指導(dǎo)，剖析微博用戶行為，通過(guò)問(wèn)卷調(diào)查，并結(jié)合Excel和SPSS19.0數(shù)據(jù)統(tǒng)計(jì)分析，構(gòu)建酒店微博營(yíng)銷效果的影響模型。

在此基礎(chǔ)上，提出微博營(yíng)銷效果的評(píng)估指標(biāo)假設(shè)模型，進(jìn)而利用層次分析法構(gòu)建完整的評(píng)估指標(biāo)體系一以酒店微博營(yíng)銷綜合效果為目標(biāo)層，以影響力效果、傳播效果和轉(zhuǎn)化效果為準(zhǔn)則層，以微博影響力、品牌影響力、互動(dòng)效果、粉絲價(jià)值、實(shí)際交易量和顧客滿意度等8個(gè)指標(biāo)為分準(zhǔn)則層，以微博影響力指數(shù)、品牌熱議度、品牌搜索數(shù)等14個(gè)指標(biāo)為指標(biāo)層。

最后，將此評(píng)估指標(biāo)體系應(yīng)用于寧波華僑豪生大酒店和寧波海尚大酒店，通過(guò)對(duì)酒店微博數(shù)據(jù)的觀察和收集，運(yùn)用綜合指數(shù)法測(cè)算出酒店微博營(yíng)銷效果指數(shù)。結(jié)果顯示，這兩家酒店微博營(yíng)銷效果收效甚微：1.兩家酒店并未充分利用微博展開(kāi)各類營(yíng)銷活動(dòng)，微博營(yíng)銷仍處于低水平，微博營(yíng)銷的開(kāi)展并未使酒店的品牌知名度有明顯的提升；2.關(guān)于被轉(zhuǎn)發(fā)數(shù)、被評(píng)論數(shù)和點(diǎn)贊數(shù)，兩家酒店均不理想，粉絲中，認(rèn)證粉絲比例較低，而活躍粉絲比例較為可觀，但互動(dòng)類活動(dòng)組織很少，如何吸引大量粉絲關(guān)注，提升粉絲價(jià)值是兩家酒店亟待解決的難題；3.實(shí)際交易量并不樂(lè)觀，雖然有較高的顧客滿意度，但調(diào)查期內(nèi)顧客發(fā)布消費(fèi)體驗(yàn)的微博數(shù)卻很少。這兩家酒店在一定程度上反映了目前酒店業(yè)開(kāi)展微博營(yíng)銷存在的問(wèn)題，由此，針對(duì)其營(yíng)銷現(xiàn)狀，本文還提出了相關(guān)對(duì)策和建議：1.準(zhǔn)確定位，循序漸進(jìn)；2.把握微博發(fā)布的頻率和最佳時(shí)間；3.微博內(nèi)容展現(xiàn)個(gè)性化；4.線上線下?tīng)I(yíng)銷活動(dòng)巧妙結(jié)合；5.增加有效粉絲，注重與粉絲互動(dòng)。

關(guān)鍵詞：微博營(yíng)銷；影響因素；效果評(píng)估；指標(biāo)體系

ABSTRACT

Weibo is one of the most important social media tools nowadays, thepopularization of Weibo brings a new kind of network marketing - Weibomarketing. Enterprises use Weibo' platform can carry out a series ofmarketing activities, in order to raise visibility and expand brand impact.

Weibo marketing has gradually become one of the indispensablemarketing channels of many companies. However, as a new kind ofnetwork marketing, Weibo marketing has some significant differencefrom traditional marketing. In addition, the influence factors of Weibomarketing effectiveness has not been precisely defined, and marketingeffectiveness is difficult to scientific assessment. Therefore, the majorityof firms develop the Weibo marketing are blind, and Weibo marketing isstill at the exploratory stage. How much benefit Weibo marketing canbring for enterprises, which is the enterprise most concern. However, thescientific studies about the influence factors and evaluation of Weibomarketing effect are in a state of scarcity.

This paper takes the hotel's Weibo as the research object, and deeplystudies the influence factors and evaluation of the Weibo marketingeffect:

On the basis of summarizing those existing research on Weibomarketing, it is assumed that the decision-makers from different hotelshold tiie same degree of attention on Weibo marketing. Then, this paperexplores the influence factors of hotels' Weibo marketing effect from theWeibo users' perspective, analyzes the Weibo users' behavior guided byAISAS mode , tiirough the questionnaire survey to build the hotel Weibomarketing effect model with statistical software such as Excel and SPSS19.0.

On this basis, this paper puts forward tiie Weibo marketing effectevaluation index hypothetical model, and then use AHP to build acomplete evaluation system , this system takes the hotels' Weibomarketing comprehensive effect as the goal layer, influence effect,communication effect and transformation effect as the criterion layer,takes Weibo influence, brand influence , interaction effect, fans value,actual trading volume and customer satisfaction as the sub-criterion layer,and takes 14 indexes such as Weibo influence index, brand hot degreesand brand search as the index layer.

Finally, this evaluation index system is applied to Ningbo HowardJohnson Plaza Hotel and Ningbo Riviera Hotel. Through the observationand data collection of the hotels' Weibo, measure the hotel Weibomarketing effect index with the comprehensive index method. The resultsshow that these two hotels have little effect about Weibo marketing:

1.　Both hotels did not make full use of Weibo to launch various marketingactivities, Weibo marketing is still at a low level, and Weibo marketingdid not make the hotel brand awareness has obvious improvement;

2.Those hotels are not ideal about the number of transmission, commentand praise by Weibo users. Among their fans, the ratio of certified fans islow, while the ratio of active fans proportion is relatively substantial, andfew interactive activities are organized. So, how to attract a large numberof fans, and enhance the fans value is an urgent problem;

3. The actualtrading volume is not optimistic. Although there is a higher satisfaction,customers release very few consumption experiences by Weibo during theinvestigation period. To some extent, both hotels reflect the problemsexisting in the hotel industry to carry out the Weibo marketing, thus, fortheir marketing situation, this article also brings up some suggestions andcountermeasures: 1. Accurate positioning, step by step;2. Grasp thefrequency and the best time on releasing information; 3. Showpersonalized content;

4. Online and offline marketing activities arecombined together; 5. Increase effective fans, pay attention to interactwith fans.

KEYWORDS: Weibo marketing; Influencing factors; Effect evaluation;Indicator system