随着信息技术的发展和社交网络的兴起，越来越多的信息传播和分享开始向互联网这个平台转移。鉴于在杜交网络上信息传播独到的优越性，很多营销者也在社交网络平台上看到了商机和潜力，并希望自己的信息能通过社交网络平台有更好地推广。
本文的目的在于研究这类营销信息中，究竟是什么因素与人们最终的转发行为有关并且影响最大。以往关于人们的在线行为的研究中，有关于人们的在线购物行为的研究、关于知识在线分享行为的研究但是很少有关于营销信息在线分享行为的研究。
因此，本研究将结合社会学、行为学、经济学、心理学各领域的理论，研究营销信息的传播影响因素。文章将从社会学交换理论中的期望奖励和交换成本理论中的成本两个变量，加上互联网环境下常见的信任变量，这三个变量对人们在线转发行为的影响为主要研究内容。同时，将三个变量细分成不同的维度，与一条典型营销信息包含的各个方面结合起来，利用因子分析和回归分析，研究不同维度、不同变量对最终分享行为的影响。本研究以新浪微博为主要数据收集研究平台，把社交平台上营销信息中具有典型性的有奖转发类信息作为主要研究对象。
研究结果表明，信任的影响最明显，其包含的对信息源、信息内容和制度规范三个维度的信任影响显着；其次是成本，其包含的事前成本和事后成本两个维度均表明影响显着；另外，期望价值及其包含的两个维度对转发的影响都不大。最后，本研究结合营销信息中包含的关键因素和研究结果，为营销者提供了设计未来营销信息的侧重点的建议，也为社交网站的平台建设提供了参考意见。本研究结论可从商业应用推广至公益、教育、舆论等各领域的应用，平台适用性也可从新浪微博延伸至微信等其他社交平台，因此十分具有现实意义。
关键词：信息分享；在线行为；信息传播；交换理论；信任；有奖转发
Abstract
As the information technology develops and the social network platform prospers,moreand more information are spreading and shared through the Internet. According to the uniqueadvantage that social network platform owns, many marketers also see the business andpotential market there. They are also considering spreading the marketing information throughthis platform in a more efficient way.
The research aims at find out those factors that influence people's online sharing behaviorabout marketing Information on social network sites. In the literature review, there are studiesanalyzing people's online shopping behavior, or online knowledge sharing behavior. But thereare few analyzing online marketing information sharing behavior. This study uses theoriesfrom sociology, ethology, economics and psychology to study the influential factors of onlinesharing behavior. It's based on the three main variances: Expected Reward from sociology andethology, Cost from economics, and Trust from the psychology but always mentioned underthe internet condition. These three variances were divided into more dimensions and differentcharacters of the marketing information were matched to them. We used factor analysis andregression analysis to find out which factors have more influence. The data was collectedthrough Sina Weibo platform and sample was based on marketing information of rewardingrepost.
It turns out that Trust has the most obvious influence on the online sharing behavior,including dimensions of trust in information source, trust in information content andinstitutional mechanisms （Seal Programs）。 Influence of Cost ranks second,both of the twodimensions are contributive. Expected Reward has the least influence. In the end, the thesisprovide marketing suggestions and solutions according to the key factors in a marketinginformation and the study's result. The conclusion could be applied not only for commercialusage but also for commonweal, education or public opinion spreading. It also supports SNSplatforms other than Sina Weibo. All these lead to the conclusion that this study is meaningfulin practise.
Keywords: information sharing; online behavior; information spreading; exchangetheory; trust; rewarding reposts
摘要
微博是当前最主要的社交媒体之一，它的推广产生了一种新的网络营销方式一微博营销。企业借助微博平台可以开展一系列的营销活动，以实现其提升知名度，扩大品牌影响力的目的。微博营销已逐渐成为众多企业不可或缺的营销方式之一。然而，微博营销作为一种新兴的网络营销方式，它与传统营销方式之间存在重大区别，加之，微博营销效果的影响因素尚未准确界定，营销效果难以科学评价，因此，多数企业开展微博营销存在很大的盲目性，微博营销仍然处于摸索阶段。微博营销究竟能为企业带来多大效益，这是企业最为关注的问题，然而，对于微博营销效果影响因素及效果评估的科学研宄，目前尚处于稀缺状态。
本文以酒店微博为研宄对象，对微博营销效果的影响因素及营销效果的评估进行深入研究：
在总结现有的关于微博营销的研究基础上，假定各酒店决策层对酒店开展微博营销持有相同的重视程度，主要从受众（微博用户）的角度探究酒店微博营销效果的影响因素。进而，以AISAS模式为指导，剖析微博用户行为，通过问卷调查，并结合Excel和SPSS19.0数据统计分析，构建酒店微博营销效果的影响模型。
在此基础上，提出微博营销效果的评估指标假设模型，进而利用层次分析法构建完整的评估指标体系一以酒店微博营销综合效果为目标层，以影响力效果、传播效果和转化效果为准则层，以微博影响力、品牌影响力、互动效果、粉丝价值、实际交易量和顾客满意度等8个指标为分准则层，以微博影响力指数、品牌热议度、品牌搜索数等14个指标为指标层。
最后，将此评估指标体系应用于宁波华侨豪生大酒店和宁波海尚大酒店，通过对酒店微博数据的观察和收集，运用综合指数法测算出酒店微博营销效果指数。结果显示，这两家酒店微博营销效果收效甚微：1.两家酒店并未充分利用微博展开各类营销活动，微博营销仍处于低水平，微博营销的开展并未使酒店的品牌知名度有明显的提升；2.关于被转发数、被评论数和点赞数，两家酒店均不理想，粉丝中，认证粉丝比例较低，而活跃粉丝比例较为可观，但互动类活动组织很少，如何吸引大量粉丝关注，提升粉丝价值是两家酒店亟待解决的难题；3.实际交易量并不乐观，虽然有较高的顾客满意度，但调查期内顾客发布消费体验的微博数却很少。这两家酒店在一定程度上反映了目前酒店业开展微博营销存在的问题，由此，针对其营销现状，本文还提出了相关对策和建议：1.准确定位，循序渐进；2.把握微博发布的频率和最佳时间；3.微博内容展现个性化；4.线上线下营销活动巧妙结合；5.增加有效粉丝，注重与粉丝互动。
关键词：微博营销；影响因素；效果评估；指标体系
ABSTRACT
Weibo is one of the most important social media tools nowadays, thepopularization of Weibo brings a new kind of network marketing - Weibomarketing. Enterprises use Weibo' platform can carry out a series ofmarketing activities, in order to raise visibility and expand brand impact.
Weibo marketing has gradually become one of the indispensablemarketing channels of many companies. However, as a new kind ofnetwork marketing, Weibo marketing has some significant differencefrom traditional marketing. In addition, the influence factors of Weibomarketing effectiveness has not been precisely defined, and marketingeffectiveness is difficult to scientific assessment. Therefore, the majorityof firms develop the Weibo marketing are blind, and Weibo marketing isstill at the exploratory stage. How much benefit Weibo marketing canbring for enterprises, which is the enterprise most concern. However, thescientific studies about the influence factors and evaluation of Weibomarketing effect are in a state of scarcity.
This paper takes the hotel's Weibo as the research object, and deeplystudies the influence factors and evaluation of the Weibo marketingeffect:
On the basis of summarizing those existing research on Weibomarketing, it is assumed that the decision-makers from different hotelshold tiie same degree of attention on Weibo marketing. Then, this paperexplores the influence factors of hotels' Weibo marketing effect from theWeibo users' perspective, analyzes the Weibo users' behavior guided byAISAS mode , tiirough the questionnaire survey to build the hotel Weibomarketing effect model with statistical software such as Excel and SPSS19.0.
On this basis, this paper puts forward tiie Weibo marketing effectevaluation index hypothetical model, and then use AHP to build acomplete evaluation system , this system takes the hotels' Weibomarketing comprehensive effect as the goal layer, influence effect,communication effect and transformation effect as the criterion layer,takes Weibo influence, brand influence , interaction effect, fans value,actual trading volume and customer satisfaction as the sub-criterion layer,and takes 14 indexes such as Weibo influence index, brand hot degreesand brand search as the index layer.
Finally, this evaluation index system is applied to Ningbo HowardJohnson Plaza Hotel and Ningbo Riviera Hotel. Through the observationand data collection of the hotels' Weibo, measure the hotel Weibomarketing effect index with the comprehensive index method. The resultsshow that these two hotels have little effect about Weibo marketing:
1. Both hotels did not make full use of Weibo to launch various marketingactivities, Weibo marketing is still at a low level, and Weibo marketingdid not make the hotel brand awareness has obvious improvement;
2.Those hotels are not ideal about the number of transmission, commentand praise by Weibo users. Among their fans, the ratio of certified fans islow, while the ratio of active fans proportion is relatively substantial, andfew interactive activities are organized. So, how to attract a large numberof fans, and enhance the fans value is an urgent problem;
3. The actualtrading volume is not optimistic. Although there is a higher satisfaction,customers release very few consumption experiences by Weibo during theinvestigation period. To some extent, both hotels reflect the problemsexisting in the hotel industry to carry out the Weibo marketing, thus, fortheir marketing situation, this article also brings up some suggestions andcountermeasures: 1. Accurate positioning, step by step;2. Grasp thefrequency and the best time on releasing information; 3. Showpersonalized content;
4. Online and offline marketing activities arecombined together; 5. Increase effective fans, pay attention to interactwith fans.
KEYWORDS: Weibo marketing; Influencing factors; Effect evaluation;Indicator system
