SNS社交网络的沟通机制及其在营销领域的应用研究

论文摘要

近年来,网络技术迅速发展,尤其是Web技术的发展,更是达到空前的速度。Web 1.0时代已经成为过去,Web 2.0技术已经在极大地影响着人们的生活。目前,Web 2.0技术的许多应用都受到网民们极大的欢迎,比如博客,维基,Tags,RSS,以及SNS社交网站。尤其是社交网站的发展,更是空前绝后。所谓的社交网站是指目前非常流行的类似人人网,Facebook, MySpace, Twitter, LinkedIn, YouTube, Friends一样的网站。他们在这些网站上与亲人朋友联系,广交朋友,玩游戏,听音乐,购物,了解身边发生的事情等等活动。它们甚至已经成为人们生活中必不可少的一部分。这样的网站不仅改变了个人的生活,更是为各企业提供了更多的商业模式,比如说团购,众包,以及其他一些通过社交网络,博客,维基,和其他Web 2.0技术的应用交易的企业模式。其中,属社交网络的应用最为流行。社交网站急速发展,其最大的特点是信息的急速传播,以及巨大的网民数量,这些特点都为企业提供了巨大的营销和商业潜力。许多企业已经注意到这些网站的商业价值,并且在这些网站上创建了自己的账户。例如乐购,02, Sainsbury.亚马逊,迪奥,苹果,黑莓,雀巢等企业,已经通过创建的账户在这些网站上进行商业活动。然而,通过社交网站进行商业活动还不太成熟,还很脆弱。这也引起了许多的商人和学者对该商业模式的兴趣,并且已经着手进行研究。以帮助企业更好的利用社交网络来经营企业,达到利润最大化的目标。这篇论文主要研究社交网站的沟通机制和它的信息传播机制。除此之外,社交网站在营销领域的应用也是本文研究的重点。目的在于找出影响消费者在SNS社交网站上的购买欲望的因素,以帮助企业改进策略,提高消费者的购买欲,增加销量。

论文目录

• 摘要
• ABSTRACT
• List of Tables
• List of Figures
• Chapter 1 Introduction
• 1.1 Development of Internet Techn ology
• 1.2 Social Networking Sites
• 1.2.1 Social Network
• 1.2.2 Status Quo of Social Networking Sites
• 1.2.3 Business Application of Social Networking Sites
• 1.3 Research Objectives and the Structure of This Study
• Chapter 2 Literature Review
• 2.1 Web 2.0 Technology and Applications
• 2.1.1 The Definition of Web 2.0 Technology
• 2.1.2 Applications of Web 2.0 Technology
• 2.1.3 Application of Web 2.0 Technology in Businesses
• 2.2 The Concept of Social Networking sites
• 2.2.1 The Development of Social Networking Sites
• 2.2.2 Reasons of Fast Growth of Social Networking Sites
• 2.2.3 Conceptual Relevance of Social Networking Sites
• 2.3 The Communication System of Social Networking Sites
• 2.3.1 Information Spread System of Facebook
• 2.3.2 Trust and Privacy Concern
• 2.4 The Application of Social Networking Sites in Marketing
• 2.4.1 Business Models Based on Web 2.0 Technology
• 2.4.2 Networking Marketing
• 2.4.3 Marketing Potential of Social Networking Sites
• 2.4.4 Marketing Strategy on Social Networking Sites
• 2.4.5 Word-of-Mouth Marketing
• 2.5 The Conceptual Framework of This Study
• Chapter 3 Methodology
• 3.1 Research Approach
• 3.1.1 Deductive Approach and Inductive Approach
• 3.1.2 Exploratory Study, Descriptive Study and Explanatory Study
• 3.1.3 Quantitative Research and Qualitative Research
• 3.2 Research Hypotheses
• 3.3 Research Design
• 3.3.1 Research Method
• 3.3.2 Research Instrument
• 3.3.3 Pilot Test
• 3.3.4 Target Population
• 3.3.5 Sampling Techniques
• 3.4 Validity and Reliability of Research
• 3.4.1 Validity
• 3.4.2 Reliability
• 3.5 Methods of Data Analysis
• 3.6 Conclusion
• Chapter 4 Analysis of Findings
• 4.1 Descriptive Analysis
• 4.1.1 Demographic Profile
• 4.1.2 Edueation Background
• 4.1.3 Soeial Networking Sites
• 4.1.4 APPlication in Marketing
• 4.1.5 Pereeived Feelings of Social Networking Sites
• 4.2 Testing Hypotheses
• 4.2.1 Gender Difference in Consumers' Purchase Intention
• 4.2.2 One-Way ANOVA Test Results
• 4.2.3 Tests of Normality
• 4.2.4 Correlate （Bivariate） Analysis
• 4.3 Summary of Hypotheses Testing
• 4.4 Discussion of Findings
• 4.4.1 Information Spreading on Social Networking Sites
• 4.4.2 Marketing Application on Social Networking Sites
• Chapter 5 Summary
• 5.1 Conclusion
• 5.2 Limitations of This Study
• 5.3 Recommendations for Further Study
• APPENDIX
• BIBLIOGRAPHY
• ACKNOWLEDGEMENT