自媒体营销、产品转化率及用户购买意愿研究

Research on Self-Media Marketing,Product Conversion Rate and User Purchase Intention

随着互联网技术的不断进步,自媒体营销被誉为现代营销的终极发展趋势,但产品转化率偏低的现实情况使得这一商业模式始终受到怀疑。基于选择集决策理论,通过引入自媒体营销这一新型营销类别,建立消费者偏好的动态反馈理论框架,并利用吸引力模型和调查数据分析现实情景中消费者对自媒体营销的反馈。研究发现:自媒体营销项目加入均衡选择集后,传统营销决策的被选择概率随之下降,同时消费者的消费偏好会倒向自媒体营销,这一效应对消费者偏好的影响具备持续性。

With the continuous progress of internet technology,self-media marketing has been hailed as the ultimate development trend of modern marketing,but the reality of low product conversion rates has always led to doubts about this business model.Therefore,based on the selection set decision theory,a dynamic feedback theoretical framework for consumer preferences was established by introducing the new marketing category of self-media marketing.The attractiveness model and survey data were used to analyze consumer feedback on self-media marketing in real scenarios.Research has found that after adding a balanced selection set to self-media marketing projects,the probability of traditional marketing decisions being selected decreases,and consumers’consumption preferences will shift towards self-media marketing.This effect has a sustained impact on consumer preferences.