研究微博中承诺和信用对消费者行为倾向的影响-基于关系营销的角度

研究微博中承诺和信用对消费者行为倾向的影响-基于关系营销的角度(中文8500字,英文4500字)
摘 要：本研究的目的是探索消费者对企业通过微博进行关系营销的观点。这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。这项研究的成果可以成为企业利用微博进行关系营销的准则。这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。企业形象对承诺和信用的影响是成立的，但对行为倾向的影响需须经由承诺和信用产生中介效果。信用对承诺和社群意识的影响是存在的，但是对行为倾向的影响须经由承诺和社群意识产生中介效果。最后，承诺和社群意识对行为倾向的影响是成立的。
关键词：微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向
EFFECT OF COMMITMENT AND TRUST TOWARDSMICRO-BLOGS ON CONSUMER BEHAVIORAL INTENTION:
A RELATIONSHIP MARKETING PERSPECTIVE
ABSTRACT
The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that consumers’ satisfaction has positive influences on commitment, trust, sense of community, and behavioral intentions.The influences of corporate images on commitment and trust are supported, but the influences on behavioral intentions must go through the mediators, commitment and trust.The influences of trust on commitment and sense of community exist, but the influences on behavioral intentions must go through the mediators, commitment and sense of community.Lastly, the influences of commitment and sense of community on behavioral intentions exist.
Keywords: Micro-blog, Relationship Marketing, Satisfaction, Corporation Image,Commitment, Trust, Sense of Community, Behavioral Intention.