微博用户关注和转发企业官方微博行为的心理研究

北京邮电大学学报(社会科学版) ›› 2013, Vol. 15 ›› Issue (5): 17-21.

微博用户关注和转发企业官方微博行为的心理研究

北京邮电大学经济管理学院，北京100876

收稿日期:2013-07-27 出版日期:2013-10-30 发布日期:2023-03-27
基金资助:
国家自然科学基金项目（71202155）

Mental Research on Micro-blog Users’ Behavior of Following and Forwarding #br# Companies’ Official Micro-blogs

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2013-07-27 Online:2013-10-30 Published:2023-03-27

摘要/Abstract

摘要：

微博作为近几年兴起的一个社交媒体，已经被众多商家运用作为一种营销的手段。微博营销的效果主要可以从微博的关注者对于微博的行为的角度进行评价。本研究从理论演绎出发，提出假设，最后通过调查问卷、实证分析对假设进行验证。结果表明，微博用户主要是受到企业家的吸引，微博用户转发商业微博更多是受到物质利益的刺激，大多数用户对感兴趣企业的官方微博持有正面态度，其他的保持中立。本研究能够为企业微博营销提供实际可行的营销策略。

关键词: 企业官方微博, 心理账户, 微博用户, 心理研究

Abstract:

As a newly developed social medium, micro-blog has been used in marketing by many companies The effect of this kind of marketing can be seen from the followers’ behaviors Several hypotheses are proposed through theoretical deduction, and then the hypotheses are tested with questionnaire data The results show that ① the style of entrepreneurs is the most attractive factor for the micro-blog users, ② users’ action of forwarding information is much stimulated by material rewards and ③ most users hold a positive attitude towards the information of the companies they are interested in and others keep neutral This study provides some suggestions to the companies for their micro-blog marketing

Key words: company’s official micro-blog, mental accounting, micro-blog user, mental research

中图分类号:

王宁, 胡小阳, 杨学成. 微博用户关注和转发企业官方微博行为的心理研究[J]. 北京邮电大学学报(社会科学版), 2013, 15(5): 17-21.

WANG Ning, HU Xiao-yang, YANG Xue-cheng. Mental Research on Micro-blog Users’ Behavior of Following and Forwarding #br# Companies’ Official Micro-blogs[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2013, 15(5): 17-21.

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