微博互动对电子书购买意愿的影响研究——以咪咕阅读为例

Research on the Influence of Microblogging Interaction on Buying Desire of E-book—— Take Miku Reading as an example

本文以微博互动为自变量,感知价值为中介变量,探讨微博互动、感知价值与购买意愿之间的关系。以阅读电子书及使用微博的读者为研究对象,使用问卷星并对江苏省南京市10所高校大学学生进行书面问卷调查,研究发现:微博互动与购买意愿显著正相关,感知价值与购买意愿也显著正相关,并根据研究结论有针对性地提出一些营销建议,以期为企业有效开展微博营销提供有力借鉴。

This paper discusses the relationship between microblogging interaction,perceived value and purchasing intention by using microblogging interaction as independent variable and perceived value as mediator variable.In order to read the e-book and readers who use microblogging as the research object,the questionnaire was used to carry out a written questionnaire survey of 10 college students in Nanjing,Jiangsu Province.The study found that microblogging interaction was positively correlated with purchasing intention,perceived value and purchase The willingness is also positively correlated,and according to the research conclusions targeted to put forward some marketing proposals,with a view to effectively carry out microblogging marketing for enterprises to provide a strong reference.