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论文编号：	13126
作者编号：	2120202851
上传时间：	2022/6/6 20:14:59
中文题目：	整合营销传播对视频网站付费会员顾客满意影响研究
英文题目：	Research on The Influence of Integrated Marketing Communications on Customer Satisfaction of Paid Member of Video Website
指导老师：	申光龙教授
中文关键字：	整合营销传播；视频网站；顾客满意；品牌形象；付费会员
英文关键字：	integrated marketing communication; video website; customer satisfaction; brand image; premium paid member
中文摘要：	2021年，随着在线视频行业格局逐渐稳定，视频网站之间的竞争将愈发激烈，如何更好的变现盈利将会成为行业的主要问题。近些年来会员收入成为利润的主力军，为了更好的实现盈利，视频网站希望付费会员的规模不断扩大，但更重要的是确保付费会员满意并维持现有付费会员。顾客满意会影响付费意愿、促进顾客忠诚，这对视频网站而言极其重要，因此视频网站如何在竞争激烈的环境中提升付费会员顾客满意引起本研究关注。而新媒体时代下整合营销传播迎来新的发展，可以有效促进企业-顾客双向沟通，更注重从顾客角度出发设计出提升顾客满意的营销策略。 基于此，本研究关注整合营销传播的内涵与影响顾客满意的因素，借鉴互联网情景下相关领域研究，提出整合营销传播可能通过提高视频网站的品牌形象及顾客感知价值进而影响顾客满意的构念。在S-O-R理论、认知评价理论与战略体验模块理论基础上构建出本研究模型，提出合理的研究假设，进行实证研究来检验假设。 在正式调研前进行预调研，通过SPSS检验问卷的信效度，并据结果对预调研问卷进行修改。在收集到正式调研数据后，本研究利用AMOS构建结构方程模型，对数据进行分析后实证结果如下：整合营销传播对顾客功能价值、情感价值和视频网站品牌形象均具有正向影响作用，对价格价值无影响作用；整合营销传播对顾客满意没有直接影响作用，但可以通过顾客感知价值与品牌形象间接影响顾客满意，其中顾客功能价值、情感价值和视频网站品牌形象在整合营销传播与顾客满意关系中具有部分中介作用，价格价值在整合营销传播与顾客满意关系中不具有中介作用；顾客功能价值、价格价值、情感价值和视频网站品牌形象均对顾客满意有正向影响作用；视频网站品牌形象对顾客功能价值、情感价值和价格价值具有正向影响作用。 本研究对结果进行了更进一步的讨论，并针对视频网站提出了相应的管理建议：视频网站应进行整合营销、传播一致信息，坚持内容为王、打造精品内容，完善价格体系、增加会员权益，宣传品牌理念、塑造品牌形象。在最后阶段本研究指出了研究的局限并提出后续研究展望。
英文摘要：	In 2021, with the gradual stabilization of the online video industry structure, the competition among video websites will become more and more fierce, and how to better realize profits will become the main problem of the industry. In recent years, membership income has become the main force of profit. In order to better realize the profit of video sites, it is hoped that the scale of paying members will keep expanding, but more importantly, it is to ensure that paid members are satisfied and maintain existing paid members. Customer satisfaction will affect the willingness to pay and promote customer loyalty, which is extremely important for video websites. Therefore, how video websites can improve the customer satisfaction of paying members in a highly competitive environment has attracted the attention of this study. In the era of new media, integrated marketing communication has ushered in a new development, which can effectively promote two-way communication between enterprises and customers, and pay more attention to designing marketing strategies to improve customer satisfaction from the perspective of customers. Based on this, this study focuses on the connotation of integrated marketing communication and the factors that affect customer satisfaction. Drawing on the research in related fields in the Internet context, it is proposed that integrated marketing communication may affect customer satisfaction by improving the brand image and customer perceived value of video websites. On the basis of S-O-R theory, cognitive evaluation theory and strategic experience module theory, this research model is constructed, reasonable research hypotheses are put forward, and empirical research is carried out to test the hypotheses. A preliminary survey was conducted before the formal survey, SPSS was used to verify the reliability and validity of the questionnaire, and revise the preliminary questionnaire according to the results. After collecting formal survey data, this research uses AMOS to build a structural equation model, and the empirical results are as follows: Integrated marketing communication has a positive impact on customer functional value, emotional value and video website brand image, but it has no positive impact on customer price value; Integrated marketing communication has no direct effect on customer satisfaction, but it can indirectly affect customer satisfaction through customer perceived value and brand image. Among them, customer functional value, emotional value and video website brand image have a partial intermediary role in the relationship between integrated marketing communication and customer satisfaction. , price value does not play a mediating role in the relationship between integrated marketing communication and customer satisfaction; customer functional value, price value, emotional value and video website brand image all have a positive impact on customer satisfaction; video website brand image has a positive impact on customer satisfaction. Customer functional value, emotional value and price value have positive effects. This study further discusses the results, and puts forward corresponding management suggestions for video websites: video websites should carry out integrated marketing, disseminate consistent information, insist that content is king, create high-quality content, improve the price system, and increase member rights and interests, publicize the brand concept and shape the brand image. In the final stage, this paper points out the limitations of the research and proposes future research prospects.
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