基于5T理论的微博深度营销研究——以网红经济为例

Research on the Microblog Depth Marketing Based on 5T Theory——Internet Fashion Economics as Example

结合口碑营销5T模型与SPSS数据分析方法,基于对网红经济的分析,建立新型微博深度营销的影响模型,提出7个研究假设:谈论者对兴趣有显著影响;话题对兴趣有显著作用;参与对搜索有显著作用;工具对搜索有显著作用;跟踪对搜索有显著作用;兴趣对购买行为有显著作用;搜索对购买行为有显著作用.通过问卷设计、模型构建和实证分析验证发现,7个研究假设都成立.

This paper uses the word of mouth marketing 5T model and SPSS data analysis method.Based on the analysis of the network economy,this paper establishes a new model of the impact of the depth marketing of micro-blog,and puts forward 7research hypotheses：the speaker has a significant effect on the interest;the topic has a significant effect on the interest;the participation has a significant effect on the search;the tool has a significant effect on the search;the tracking has a significant effect on the search;the interest has a significant effect on purchasing behavior;the search has a significant effect on purchasing behavior.And the research hypotheses are verified through the questionnaire design,model building and empirical analysis.