摘要
文章围绕微博营销中的微博互动对关系质量和受众行为意愿的影响展开研究,采用定性研究与定量分析相结合的研究方法,构建、验证、分析微博互动对关系质量和受众行为意愿的影响因素模型。研究结果表明受众与企业微博的互动通过关系质量的两个维度:信任、社区意识对受众行为意愿具有影响。
This paper mainly discusses the influence of interaction in microblog marketing on relationship quality and audience＇s behavior. We have built, validated and analyzed the influence factor model of microblog interaction on relationship quality and audience＇s behavior through the qualitative and quantitative researches. The results show that the interaction between audience and enterprise microblog affects the audience＇s behavior through two dimensions of quality： trust and sense of community.
出处
《图书馆学研究》
CSSCI
2015年第10期26-33,共8页
Research on Library Science
基金
湖北省教育厅人文社科研究项目"微博互动对品牌关系质量和受众行为的影响研究"(项目编号:B2015060)的研究成果之一
关键词
微博营销
互动
关系质量
受众行为意愿
microblog marketing interaction relationship quality audience＇s behavior intentions
