Earticle

초록

영어

In the age of the Internet, social media has changed the way individuals communicate and is redefining how companies and customers communicate[1]. With the rapid development of mobile technology and the widespread use of smart phones and wireless networks, mobile social media has evolved into a marketing tool that enables businesses and customers to communicate anywhere and anytime. At present, WeChat, as the most widely used mobile social media platform in China, has been valued by more and more companies. The huge information generated by the WeChat user group's activities, such as the occurrence of purchase behavior, brand promotion, and word-of-mouth communication, has contributed to the explosive development of WeChat marketing. However, at present, the development of corporate WeChat marketing activities is still in the process of exploration. Although many companies are aware of the importance of WeChat marketing and have already carried out some WeChat marketing activities, there is still a lack of clear ideas for the effective implementation of WeChat marketing. There is no clear and effective method for how to positively influence the positive information behavior of user groups. Therefore, it clearly defines the relevant concepts in the research of user information behavior in corporate WeChat marketing, systematically extracts the influencing factors of user information behavior in corporate WeChat marketing, analyzes in depth the role of influencing factors, and conducts actual investigations on users participating in WeChat marketing of corporates. And data analysis to obtain the company's WeChat marketing elements that will truly affect user information behavior will help companies to use the WeChat platform to effectively conduct online marketing, enhance product service promotion, expand propaganda, strengthen customer relationship management, and achieve economic growth. Under the research paradigm of the SOR model, based on the mediating role of PAD model and perceived value, the hierarchically progressive role of each level element is analyzed, and the hypothesis of the relationship between the marketing platform quality and the user's internal state, and the user's internal state are proposed. Based on the hypothesis of hypothesis of user information behavior relationship, hypothesis of the internal role of user's internal state (emotional factors and perceived value) and the intermediary role relationship of user's internal state, a theoretical model of the relationship between the user information behavior influence factors in the corporate WeChat marketing is constructed.

목차

Abstract
 Introduction
 Methods
 Theoretical background
  The S-O-R-Model
  Marketing platform quality(S)
  User internal status (O)
  Research on User Information Behavior Concept (R)
 Research model
 References

키워드

저자

• Zhipeng Li [ PhD student in E-commerce department Chonnam National University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2025

• 십진분류

  KDC 325 DDC 658