摘要
在自媒体时代,作为社交工具的微信已植入国人生活中。其中,"点赞"这一简捷且易于表达复杂情感的小按钮受到了广大使用者的接纳和认可。文章基于社会影响理论,以微信营销的重要平台——微信公众号为研究对象,立足点赞的视角来审视如何提高微信公众号影响力。基于所构建的公众号软文内部点赞影响因素模型,运用路径分析与PLS分析从三方面四维度探索了公众号软文内部点赞影响因素,旨在为企业微信营销效能的提升及运用微信营销的小微企业或创业者的吸粉软文构思提供决策依据。实证结果显示,行为从众性、内容重要性、兴趣感知相近性及情感感知相近性对点赞数具有显著的正向影响。此外,性别在公众号软文点赞驱动方面具有调节效应。
In the media era, as a social communication tool, WeChat has been implanted in the lives of peo- ple. Among them, ＂thumps-up＂, the small button which is simple, quick and easy to express complex e- motions, is accepted by lots of users. Based on the theory of social influence, this paper takes the WeChat official accounts as the research object, which is the important platform of WeChat marketing, and looks closely at how to improve the influence of WeChat official accounts. Through constructing the factor mod- el of influence of thumbs-up in the interior advertorial of WeChat official accounts and the data collected by questionnaire survey, the author uses the path analysis and the PLS analysis to explore the factors that in- fluence the thumbs-up in the interior advertorial of WeChat official accounts from three dimensions. This paper aims at providing decision-making reference for the upgrading of WeChat marketing effectiveness, small and medium enterprises that have not yet set foot in the WeChat marketing and WeChat marketing entrepreneurs who want to attract fans by advertorial ideas. The empirical results show that the behavioral heterogeneity, the importance of content, the similarity of interest and perception and the similarity of e- motional perception have a significant positive effect on thumbs-up. In addition, the gender has a regulato- ry effect in drive factor of the WeChat advertorial thumbs-up.
作者
王克岭
张甜溪
段玲
WANG Ke-ling , ZHANG Tian-xi , DUAN Ling(School of Business and Tourism Management, Yunnan University,Kunming 650091,Chin)
出处
《西安财经学院学报》
CSSCI
2018年第2期71-77,共7页
Journal of Xi’an University of Finance & Economics
基金
国家社科基金项目"文化演艺融入旅游产业的经济效应分析及实证检验研究"(16BJY141)
关键词
微信营销
微信公众号
公众号软文
点赞
WeChat marketing
WeChat official accounts
Wechat advertorial
thumbs-up of advertorial
