The aim of this study is to demonstrate the causal relationships among SNS marketing, purchase motives and purchase intentions and the regulating effect of consumption values.
Based on the previous studies, the SNS marketing can be divide into three dimensions as the content marketing, the event...
The aim of this study is to demonstrate the causal relationships among SNS marketing, purchase motives and purchase intentions and the regulating effect of consumption values.
Based on the previous studies, the SNS marketing can be divide into three dimensions as the content marketing, the event marketing and the interactive marketing. And the purchasing motives can be divided into three dimensions as the pursuit for benefit, the pursuit for entertainments and the pursuit for social communications. And also, the consumption values are divided into three types as the conservative type, the advanced type and the conspicuous type.
To achieve the research purpose, this essay applies S-O-R model to design research models and hypotheses. The S-O-R model is widely used in the field of consumer psychology and ethology research. Aiming at WeChat users of Chinese college students, a questionnaire survey is conducted. Online part of which is distributed by a Chinese questionnaire platform called WenJuanXing. Finally, 732 effective questionnaires are collected for use. And then, the SPSS21.0 and AMOS21.0 software are used to examine the fitness degrees of research models designed, and the relationships between different variables are verified. The analytical results are shown as follows:
First, the causal relationship between SNS marketing and purchasing motives are partially proved. The content marketing and the interactive marketing of SNSmarketing have an effective influence on the pursuit for benefit of purchasing motives. However, the hypothesis that the event marketing have an effective influence on the pursuit for benefit is not verified. The event marketing and interactive marketing have an effective influence on the pursuit for entertainments of purchasing motives, but the hypothesis that the content marketing have an effective influence on the pursuit for entertainment is not verified. The content marketing, the event marketing and the interactive marketing of SNS marketing all have effective influences on the pursuit for social communications of purchasing motives. In a word, only the interactive marketing have an effective influence on all three dimensions of the purchasing motives.
Second, the causal relationship between purchasing motives and purchasing intentions are partially proved. The pursuit for entertainments and social communications have an effective influence to the purchasing intentions, but the hypothesis that the pursuit for benefit have an effective influence on the purchasing intentions is not verified.
Third, the causal relationship between SNS marketing and purchasing intentions are partially proved. The event marketing and interactive marketing of SNS marketing have an effective influence to the purchasing intentions. However, the hypothesis that the content marketing have an effective influence on the purchasing intentions is not verified.
Fourth, according to the test results between the mediating effect of purchasing motives of purchasing intentions and the each dimensions of SNS marketing, in the descending order of influence degrees, the content marketing, interactive marketing and event marketing all have indirect influences on the purchasing intentions through the mediator variable of social communications.
Fifth, the pursuit for entertainments of purchasing motives have regulating effect on the consumer values of purchasing intentions. To be more specific, compared with the conservative type, the pursuit for entertainment have more influences on the purchasing intentions of advanced type consumers. The pursuit for social communications of purchasing motives have regulating effect on the consumer values of purchasing intentions. To be more specific, compared with the conservative type, the pursuit for social communications have more influences on the purchasing intentions of advanced type and conspicuous type consumers.
Based on the research results of empirical analysis, this essay brings forward the following proposes.
First, through the relationships among SNS marketing, purchasing motives and intentions, we can obviously notice that both the event marketing and interactive marketing have effective influences on the purchasing intentions, and the interactive marketing have effective influences on the pursuit for benefit, entertainments and social communications of the purchasing motives. Therefore, the companies should pay more attentions to the interactive and event marketing of the SNS marketing.
To be more specific, the companies should focus on the interactive marketing, especially the interactions with opinion leaders by propagating sale promotions, and spread the company and product information to social consumers through the public opinions(social media). To the selected target market audiences, the companies should use more direct interactive methods. Other than that, the company operators must provide enough interaction opportunities to the consumers and companies, consumers and consumers by creating appropriated topics. At last, the companies should make full use of Wechat platform to maintain interactive marketing in order to collect the consumer’s opinions, make effort to build the Wechat public account as a communication platform with consumers and keep this as the guiding ideology while making the marketing strategy.
Second, in the analysis results of relationship between purchasing motives and purchasing intentions, it can be found that only the pursuit for communications have an effect on the purchasing intentions. Accordingly, the companies should treat the motives stimulation of consumers social communication as the mainly method to stimulate the consumption. In terms of SNS marketing, the companies can enhance the consumer’s purchasing intentions by create the communication platforms for the consumer and companies. To be more specific, the companies need to shorten the time interval of the distributions of the company and product information, and keep the communications with consumer and extend the relationship cycle of customers.
Third, the indirect relationship analysis result shows that the content marketing has effective influences on consumers’ purchasing intentions through the social communications need in purchasing motives, and the effect degree is higher than the event and interactive marketing. Hereby, the companies should not neglect the content marketing in SNS marketing. In order to achieve the marketing target, the companies should hold the content marketing activities which could draw public attentions and easily spread to other social consumers. The content in content marketing could mainly divided into five types as the word content, picture content, video content, voice content and data content. While doing the content marketing, the companies could create Wechat marketing content combining their company positioning, their product positioning and Wechat public account positioning. In addition, the event and interactive marketing both have indirect effects on the purchasing intentions through the social communications need in purchasing motives. Therefore, the companies should carry out the Wechat marketing activities not only in online forms but also in offline forms. The online marketing activities mainly about distribute the company information and product promotions on the public accounts, while the offline marketing activities should around providing actual arena where the consumer can have face-to-face communications.
Fourthly, the analysis results of moderator effect to purchasing values displays that the pursuit for entertainments and social communications in purchasing motives have an moderator effect on purchasing values in purchasing intentions. Compared with the conservative type consumer, the companies should treat the advanced type and the conspicuous type consumer as the targeting audience groups. In order to stimulate these type of consumer to generate the purchasing motives of entertainments and social communications, the companies should make effort in the aspect of event, interactive and content marketing.
At last, whenever the Chinese companies expands their domestic markets, or the Korean companies breaks into the Chinese markets, they should all pay attention to the new media marketing mode represented by SNS marketing. Through the analysis on targeting consumer’s awareness to the platform like Wechat and the transformation mechanism of consumer’s purchasing motives and purchasing intentions, it is helpful for the companies to build the marketing strategy more precisely, and increase the marketing effect and competitiveness.
The aim of this study is to demonstrate the causal relationships among SNS marketing, purchase motives and purchase intentions and the regulating effect of consumption values.
Based on the previous studies, the SNS marketing can be divide into three dimensions as the content marketing, the event marketing and the interactive marketing. And the purchasing motives can be divided into three dimensions as the pursuit for benefit, the pursuit for entertainments and the pursuit for social communications. And also, the consumption values are divided into three types as the conservative type, the advanced type and the conspicuous type.
To achieve the research purpose, this essay applies S-O-R model to design research models and hypotheses. The S-O-R model is widely used in the field of consumer psychology and ethology research. Aiming at WeChat users of Chinese college students, a questionnaire survey is conducted. Online part of which is distributed by a Chinese questionnaire platform called WenJuanXing. Finally, 732 effective questionnaires are collected for use. And then, the SPSS21.0 and AMOS21.0 software are used to examine the fitness degrees of research models designed, and the relationships between different variables are verified. The analytical results are shown as follows:
First, the causal relationship between SNS marketing and purchasing motives are partially proved. The content marketing and the interactive marketing of SNSmarketing have an effective influence on the pursuit for benefit of purchasing motives. However, the hypothesis that the event marketing have an effective influence on the pursuit for benefit is not verified. The event marketing and interactive marketing have an effective influence on the pursuit for entertainments of purchasing motives, but the hypothesis that the content marketing have an effective influence on the pursuit for entertainment is not verified. The content marketing, the event marketing and the interactive marketing of SNS marketing all have effective influences on the pursuit for social communications of purchasing motives. In a word, only the interactive marketing have an effective influence on all three dimensions of the purchasing motives.
Second, the causal relationship between purchasing motives and purchasing intentions are partially proved. The pursuit for entertainments and social communications have an effective influence to the purchasing intentions, but the hypothesis that the pursuit for benefit have an effective influence on the purchasing intentions is not verified.
Third, the causal relationship between SNS marketing and purchasing intentions are partially proved. The event marketing and interactive marketing of SNS marketing have an effective influence to the purchasing intentions. However, the hypothesis that the content marketing have an effective influence on the purchasing intentions is not verified.
Fourth, according to the test results between the mediating effect of purchasing motives of purchasing intentions and the each dimensions of SNS marketing, in the descending order of influence degrees, the content marketing, interactive marketing and event marketing all have indirect influences on the purchasing intentions through the mediator variable of social communications.
Fifth, the pursuit for entertainments of purchasing motives have regulating effect on the consumer values of purchasing intentions. To be more specific, compared with the conservative type, the pursuit for entertainment have more influences on the purchasing intentions of advanced type consumers. The pursuit for social communications of purchasing motives have regulating effect on the consumer values of purchasing intentions. To be more specific, compared with the conservative type, the pursuit for social communications have more influences on the purchasing intentions of advanced type and conspicuous type consumers.
Based on the research results of empirical analysis, this essay brings forward the following proposes.
First, through the relationships among SNS marketing, purchasing motives and intentions, we can obviously notice that both the event marketing and interactive marketing have effective influences on the purchasing intentions, and the interactive marketing have effective influences on the pursuit for benefit, entertainments and social communications of the purchasing motives. Therefore, the companies should pay more attentions to the interactive and event marketing of the SNS marketing.
To be more specific, the companies should focus on the interactive marketing, especially the interactions with opinion leaders by propagating sale promotions, and spread the company and product information to social consumers through the public opinions(social media). To the selected target market audiences, the companies should use more direct interactive methods. Other than that, the company operators must provide enough interaction opportunities to the consumers and companies, consumers and consumers by creating appropriated topics. At last, the companies should make full use of Wechat platform to maintain interactive marketing in order to collect the consumer’s opinions, make effort to build the Wechat public account as a communication platform with consumers and keep this as the guiding ideology while making the marketing strategy.
Second, in the analysis results of relationship between purchasing motives and purchasing intentions, it can be found that only the pursuit for communications have an effect on the purchasing intentions. Accordingly, the companies should treat the motives stimulation of consumers social communication as the mainly method to stimulate the consumption. In terms of SNS marketing, the companies can enhance the consumer’s purchasing intentions by create the communication platforms for the consumer and companies. To be more specific, the companies need to shorten the time interval of the distributions of the company and product information, and keep the communications with consumer and extend the relationship cycle of customers.
Third, the indirect relationship analysis result shows that the content marketing has effective influences on consumers’ purchasing intentions through the social communications need in purchasing motives, and the effect degree is higher than the event and interactive marketing. Hereby, the companies should not neglect the content marketing in SNS marketing. In order to achieve the marketing target, the companies should hold the content marketing activities which could draw public attentions and easily spread to other social consumers. The content in content marketing could mainly divided into five types as the word content, picture content, video content, voice content and data content. While doing the content marketing, the companies could create Wechat marketing content combining their company positioning, their product positioning and Wechat public account positioning. In addition, the event and interactive marketing both have indirect effects on the purchasing intentions through the social communications need in purchasing motives. Therefore, the companies should carry out the Wechat marketing activities not only in online forms but also in offline forms. The online marketing activities mainly about distribute the company information and product promotions on the public accounts, while the offline marketing activities should around providing actual arena where the consumer can have face-to-face communications.
Fourthly, the analysis results of moderator effect to purchasing values displays that the pursuit for entertainments and social communications in purchasing motives have an moderator effect on purchasing values in purchasing intentions. Compared with the conservative type consumer, the companies should treat the advanced type and the conspicuous type consumer as the targeting audience groups. In order to stimulate these type of consumer to generate the purchasing motives of entertainments and social communications, the companies should make effort in the aspect of event, interactive and content marketing.
At last, whenever the Chinese companies expands their domestic markets, or the Korean companies breaks into the Chinese markets, they should all pay attention to the new media marketing mode represented by SNS marketing. Through the analysis on targeting consumer’s awareness to the platform like Wechat and the transformation mechanism of consumer’s purchasing motives and purchasing intentions, it is helpful for the companies to build the marketing strategy more precisely, and increase the marketing effect and competitiveness.
주제어
#SNS Marketing, Wechat Marketing, Purchasing Motive, Purchasing Intention, Consumer Value
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