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论文编号：	10129
作者编号：	2120162674
上传时间：	2018/6/9 9:30:04
中文题目：	微信自媒体订阅号用户不同特质与消费意愿影响机制研究
英文题目：	The Research on the Influence Mechanisms Between WeChat We-Media Subscription Consumers’ Characteristics and Purchase Intention
指导老师：	程莉莉
中文关键字：	社会化网络时代；粉丝经济；知识经济；消费意愿；微信自媒体订阅号
英文关键字：	Era of social networking；Fan economy；Knowledge Economy；Consumers’ purchase intention；WeChat we-media subscription
中文摘要：	随着我国网络基础设施不断完善，网络普及率和移动互联网用户数量不断攀升，社会化网络时代的大幕已经彻底揭开。社会化网络时代的深入发展，推动大众传播迈进自媒体时代，去中心化和垂直细分使得以微信订阅号为代表的自媒体平台彻底崛起。然而，社会化网络和自媒体的发展，带来了信息碎片化和泡沫化，催生了以知识共享和知识付费为核心的知识经济。此外，社会化网络时代下自媒体平台尤其是各大微信订阅号的不断探索和实践，为以文化为主导的小规模粉丝经济赋予新时代的活力和内涵，“粉都”演化为社会化网络时代的自媒体意见领袖和知识经济的内容创造者，粉丝不再是单纯注重符号消费的情感消费者，而是兼具理性思考和学习热情的新时代网络用户。 本文立足新时代背景，基于社会化网络传播理论和自媒体发展，通过对网络消费者、粉丝经济和知识经济等领域的文献梳理，聚焦微信订阅号用户作为研究对象，从复合角色特征视角总结提炼微信订阅号用户具有的网络消费者、粉丝消费者和信息消费者三大特质，并提取对应特质下消费意愿影响因素，提出不同特质与其影响因素及购买意愿间的影响机制及相互关系假设，构建了“影响因素?特质?消费意愿”的研究模型，并通过问卷调查获取研究数据，采用相关分析、回归分析等验证了研究模型和假设。研究结果表明，三种特质下的因素都显著正向影响对应特质，三种特质显著影响消费意愿，其中信息消费者特质对消费意愿影响最为显著，三种特质间相互影响，其中粉丝消费者特质与信息消费者特质相关性最高。 此外，本文通过对微信盈利模式研究现有文献的梳理，总结出三大变现模式：流量变现——广告合作、游戏开发和品牌代言，电商产品——图书销售、文化产品和自营网店，直接变现——文章打赏、会员缴费和线下活动，并基于盈利模式构建度量微信订阅号用户消费意愿的三级量表。 本文最后结合数据分析结果及研究模型，从三种特质及订阅号盈利模式角度总结本研究的结论和启示，并有针对性地为微信订阅号运营者提出合理化建议，以期为订阅号的运营与发展提供有意义的指导。
英文摘要：	With the continuous improvement of China's network infrastructure, the internet penetration rate and the number of mobile internet users of China are continuing to grow, the curtain of the social network era has been completely uncovered. The in-depth development of the social network era promoted mass media to enter the era of we-media. Decentralization and vertical subdivision enabled the rise of we-media platforms represented by WeChat subscriptions. However, the development of social networks and we-media has brought about information fragmentation and bubble, which has given birth to the knowledge economy centered on knowledge sharing and knowledge payment. In addition, in the era of social networking, the we-media platforms, especially the major WeChat subscriptions, continue to explore and practice, which gives the culture-driven small-scale fan economy the vitality and connotation of a new era. The “Powder” evolved into the we-media opinion leaders and the content creators of the knowledge economy in the era of social networking. Fans are no longer just emotional consumers who pay attention to symbol consumption, but are users of new eras with both rational thinking and passion for learning. Based on the background of new era, the theory of social network communication and the development of we-media, this thesis focuses on the users of WeChat subscriptions as a research object by combing the literature of online consumers, fan economy and knowledge economy, and summarizes in the view of compound-role that the users of WeChat subscriptions have the characteristics of online consumers, fan consumers and information consumers. And then the author extracts the influencing factors of each characteristics, and propose hypotheses of the interrelationships and influence mechanisms between the influencing factors and the corresponding characteristics and the consumers’ purchase intention, and constructs a research model of “influencing factors?characteristics? consumers’ purchase intention”. And through questionnaires to obtain research data, using the relevant analysis, regression analysis and so on, the author verify the research model and hypotheses. The research results show that the influencing factors under the three characteristics all have a significant positive effect on the corresponding characteristics, and the three characteristics significantly influence the consumers’ purchase intention. Among them, the characteristic of knowledge economy has the most significant effect, and the three characteristics affect each others, among which the affect between the fan economic characteristic and knowledge economic characteristic is most relevant. In addition, through the review of the existing literature on the profit model of WeChat, this thesis summarizes three major monetizing modes: Traffic monetizing --advertising cooperation, eletrinic game and brand endorsement; e-commerce product--book sale, cultural product and self-operated online store; direct monetizing-- article reward, membership payment and offline activity. And this thesis builds a three-tier scale to measure the WeChat we-media subscription consumers’ purchase Intention. At the end of this thesis, combined with the data analysis results and research model, the author summarizes the conclusions and implications of this thesis from the point of view of three characteristics and subscription monetizing modes, and gives targeted suggestions for WeChat subscription operators to provide meaningful guidance for the operation and development of subscription.
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