文章基本信息

标题：Research on Travelers' Purchase Situations Influenced by Social Media Marketing
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作者：Zhao Gui-hong ; Fang Yu
期刊名称：International Journal of Hybrid Information Technology
印刷版ISSN：1738-9968
出版年度：2015
卷号：8
期号：8
页码：69-82
DOI：10.14257/ijhit.2015.8.8.06
出版社：SERSC
摘要：The new social media, just like WeChat, has developed rapidly. It has deeply influenced the traditional purchase situations. What is the mechanism of how the social media influenced the travelers ？ Based on the social media's marketing characteristics, the paper put forward that the social media's marketing methods which include platforms of application, activities marketing and topic marketing have influenced the travelers' perceived value and purchase decision. With research on the users of public information service platform from Spring Airlines, we have made some questionnaires which include the platforms of application, activities marketing, topic marketing, perceive value and purchase decision. The data's reliability and validity were tested, and then we deal with these data by the confirmatory factor analysis. Consequently, the influence model was proved and improved. The final conclusion of this article is that the platforms of application, activities marketing and topic marketing influence traveler's perceived value, thus affect their purchase decision, which means the social media, influenced the tourists' purchase decision by creating perceived value. It provides a new sales channel for airlines.
关键词：marketing; airlines; social media; structural equation model