用户参与企业营销互动的影响机制研究——以微博抽奖为例

Research on the Influence Mechanism of User Participation in Enterprise Marketing Interaction:Take Microblog Lottery as an Example

[目的/意义]“有奖互动”作为一种营销策略,利用奖品作为激励吸引大量用户参与转发、评论等互动方式,能够有效提升企业营销效果。通过影响机制研究,为企业制定基于微博抽奖的社交媒体营销计划提供实践指导。[方法/过程]以微博抽奖类企业微博营销帖子为研究对象,构建基于感知价值理论的模型并提出假设,探究用户参与企业营销的影响机制。[结果/结论]经研究发现,用户参与企业营销互动除了受到奖品因素的激励外,还会受名人信息、粉丝数和营销内容数的正向影响;关注行为对评论数具有显著负向影响,内容字符数对转发和评论两种用户互动行为均具有负向显著影响。本研究对现有文献做出了补充,同时为企业如何制定互动营销计划以提高营销目标提供一定指导。

[Purpose/significance] As a marketing strategy,“prize-winning interaction” can effectively improve the marketing effect of enterprises by using prizes as incentives to attract a large number of users to participate in forwarding,commenting and other interactive ways.Through the research of impact mechanism,it provides practical guidance for enterprises to develop social media marketing plans based on microblog lottery. [Method/process] The study takes the microblog marketing posts of microblog lottery enterprises as the research object,builds a model based on the theory of perceived value and puts forward assumptions to explore the impact mechanism of users’ participation in corporate marketing.[Result/conclusion] Through research,it is found that users’ participation in enterprise marketing interaction is not only motivated by prize factors,but also positively affected by celebrity information,number of fans and number of marketing content;the attention behavior has a significant negative impact on the number of comments,and the number of content characters has a significant negative impact on the two user interaction behaviors of forwarding and commenting.This study supplements the existing literature and provides some guidance for enterprises to develop interactive marketing plans to improve marketing objectives.