移动营销的传播与信任研究
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摘要
手机在我国已经发展20余年,从过去的通话工具发展成为商务使用、个人交易和信息搜索为一体的移动设备。它所具备的个人化特性、点对点传播、互动性等特点引起了营销者的关注,也引起了企业与消费者之间沟通方式的革命。越来越多的企业通过移动终端(如手机、PDA等)与用户进行多种形式的营销沟通。
移动营销在我国的市场潜力巨大,尤其是3G的实施,使得移动广告可以采用更多的形式来满足厂商和用户的不同需求。3G经过一年的发展,我国3G用户数突飞猛进增长,同时,移动营销在我国正在迅速发展中。
通过对移动营销相关研究的深入探索,发现当前对移动营销的研究主要集中与移动营销的基于概况、移动营销用户使刖的影响因素、移动营销商业模式以及对垃圾广告治理研究。同时,我国对移动营销的研究刚刚起步,研究领域主要集中于移动广告商业模式研究及对垃圾广告治理措施研究上,而对广告信息的移动传播模式,影响用户接受和使用移动营销的因素,以及如何能有效的解决虚假广告信息的研究很少。
因此,本文将致力与对移动营销的传播与信任研究,主要研究广告信息的移动传播模型,分析影响广告信息传播的影响因素及其影响效果；研究影响用户接受和使用移动营销的主要因素及用户对移动营销的接受度。此外,针对目前虚假广告问题研究,提出通过第三方来消除商家的不减实行为,以及从源头消除虚假信息的发布。本文整体上分为三个部分：
第一部分主要研究了广告信息的移动传播。首先分析了广告信息的移动传播模式,并分析了广告信息的移动传播与病毒传播的相似之处与不同之处。广告信息的移动传播本质上信息的移动传播,因此,基于病毒传播模型,研究了信息的移动传播模型,分析了影响移动传播的主要因索,及因素变化下对传播的影响效果,研究结果表明,用户转发率对信息的移动传播有显著的影响。基于信息移动传播模型,针对正常广告和虚假广告,建立了正常广告下的移动传播模型和虚假广告下的传播模型,并分析了不同类型广告下,用户对广告信息的接受度和信任度是影响用户转发的主要因素,表明用户的接受度和信任度是影响用户转发广告信息的关键所在,也就是说,用户的接受度和信任度对广告信息移动传播的显著影响。
第二部分主要研究了消费者对移动营销的接受度。基于信息技术接受理论,结合移动营销的特点,确定了影响用户接受移动营销的指标体系,通过结构模型构建了用户对移动营销的接受模型。此外,通过模糊综合评判法,确定了不同用户对移动营销的接受度,研究结果表明,年轻用户更愿意使用移动营销,所用的用户对移动营销的有用性比较认可,但移动营销的感知风险——隐私风险和功能风险问题,严重影响了所有用户对移动营销的接受和使用。
第三部分是移动营销的信任研究。针对目前虚假广告信息问题比较严重,分析了移动营销中信任问题,及引起移动营销信任缺失的主要原因。通过博弈论方法,表明无第三方下,双方博弈的均衡是(不诚实,不购买),并提出通过第三方来消除“囚徒困境”,通过比较不同的第三方监管效果,论证了受监管,且有惩罚机制的第三发能有效的消除商家的不诚实行为,并从源头消除虚假广告信息的发布。
Mobile Phone has grown more than20years in our country, from the tools used to communicate developed into a mobile device to commercial, individual transaction and information search. The characters of personality, peer-to-peer spread and interactive attract the marketers'attention and arouse the revolution way of communication between businesses and consumers. Now, more and more companies communicate with consumers with various fonns of marketing via a mobile terminal (such as cell phones, PDA)
Mobile marketing in our country has huge potential market, especially with the implementation of3G, mobile advertising may adopt more forms to satisfy the different needs of the vendors and users. Additionally, with the development of3G, the number of3G subscribes is growing rapidly, and mobile marketing in China is also developing rapidly.
Through the study of the mobile marketing, we find that the study of mobile marketing is focused on the field of the overview of mobile marketing, the factors influence consumer acceptance, the mobile marketing business model and the governance on spam. However, the spread model of advertising information, the factors influencing consumer to acceptance mobile marketing, and how to eliminate the false adverting message effectively are rarely be studied.
Therefore, this dissertation is dedicate to making a study on the spreading and the trust of mobile marketing, including the spreading model of advertising information and analyzing the impact factors of advertising communication and their effects, and analyzing the factors influencing consumers'to accept and use mobile marketing and the users acceptance index. In addition, for the issues of false adverting, proposes a measure to eliminate business dishonesty and eliminate the release of false information through the third-party mechanism. The whole dissertation is divided into three chapters:
The first chapter studies the spreading of advertising information. Firstly, analyzes the mobile spread mode of adverting messages, and then analyzes the similar and different between mobile spread of adverting information and virus spread. Essentially, the mobile spread of adverting information is information spread. Therefore, establish the mobile spreading model of information based on the model of virus spread, and analyzes the main factors, the effects for spread model under the change of factors. The results show that the forward rate of the user's has a significant impact on the spread of information. Then establish the mobile spreading model of normal adverting information and the mobile spreading model of false adverting information. Under the different types of adverting, the consumer acceptance of adverting message and consumer trust are the main factors affecting the users to forward adverting message, that is, users'acceptance of adverting message and users' trust of adverting message are significant affecting the mobile spreading of adverting information.
The second chapter studies the consumers'acceptance of mobile marketing. Combining with the characterizes of mobile marketing, constructs the factors system of infusing consumer accept mobile marketing based on the information acceptance model, and then establishes model of consumer acceptance of mobile marketing. In addition, studies the different users'acceptance index of mobile marketing using fuzzy comprehensive evaluation method. The results show that younger are more willing to acceptance and use the mobile marketing, and all the users think the mobile marketing are useful. However, the perceived risk—privy risk and function risk are seriously affect all the users accept and use mobile marketing.
The third chapter studies the trust of mobile marketing. Now, the false adverting is a serious problem for the development of mobile marketing, so how to eliminate false adverting is very important. The dissertation analyzes the trust issue of mobile marketing and the main reason cased the lack of trust in mobile marketing. By game theory, proves the result of two sides are dishonest and do not buy, then proposes a method to eliminate the "prison dilemma" though third party mechanism. At last, demonstrates the third party with monitoring and published mechanisms can effective eliminates the dishonesty of business behavior and eliminates the release false information by comparing the effect of different third-party monitoring.
移动营销在我国的市场潜力巨大,尤其是3G的实施,使得移动广告可以采用更多的形式来满足厂商和用户的不同需求。3G经过一年的发展,我国3G用户数突飞猛进增长,同时,移动营销在我国正在迅速发展中。
通过对移动营销相关研究的深入探索,发现当前对移动营销的研究主要集中与移动营销的基于概况、移动营销用户使刖的影响因素、移动营销商业模式以及对垃圾广告治理研究。同时,我国对移动营销的研究刚刚起步,研究领域主要集中于移动广告商业模式研究及对垃圾广告治理措施研究上,而对广告信息的移动传播模式,影响用户接受和使用移动营销的因素,以及如何能有效的解决虚假广告信息的研究很少。
因此,本文将致力与对移动营销的传播与信任研究,主要研究广告信息的移动传播模型,分析影响广告信息传播的影响因素及其影响效果；研究影响用户接受和使用移动营销的主要因素及用户对移动营销的接受度。此外,针对目前虚假广告问题研究,提出通过第三方来消除商家的不减实行为,以及从源头消除虚假信息的发布。本文整体上分为三个部分：
第一部分主要研究了广告信息的移动传播。首先分析了广告信息的移动传播模式,并分析了广告信息的移动传播与病毒传播的相似之处与不同之处。广告信息的移动传播本质上信息的移动传播,因此,基于病毒传播模型,研究了信息的移动传播模型,分析了影响移动传播的主要因索,及因素变化下对传播的影响效果,研究结果表明,用户转发率对信息的移动传播有显著的影响。基于信息移动传播模型,针对正常广告和虚假广告,建立了正常广告下的移动传播模型和虚假广告下的传播模型,并分析了不同类型广告下,用户对广告信息的接受度和信任度是影响用户转发的主要因素,表明用户的接受度和信任度是影响用户转发广告信息的关键所在,也就是说,用户的接受度和信任度对广告信息移动传播的显著影响。
第二部分主要研究了消费者对移动营销的接受度。基于信息技术接受理论,结合移动营销的特点,确定了影响用户接受移动营销的指标体系,通过结构模型构建了用户对移动营销的接受模型。此外,通过模糊综合评判法,确定了不同用户对移动营销的接受度,研究结果表明,年轻用户更愿意使用移动营销,所用的用户对移动营销的有用性比较认可,但移动营销的感知风险——隐私风险和功能风险问题,严重影响了所有用户对移动营销的接受和使用。
第三部分是移动营销的信任研究。针对目前虚假广告信息问题比较严重,分析了移动营销中信任问题,及引起移动营销信任缺失的主要原因。通过博弈论方法,表明无第三方下,双方博弈的均衡是(不诚实,不购买),并提出通过第三方来消除“囚徒困境”,通过比较不同的第三方监管效果,论证了受监管,且有惩罚机制的第三发能有效的消除商家的不诚实行为,并从源头消除虚假广告信息的发布。
Mobile Phone has grown more than20years in our country, from the tools used to communicate developed into a mobile device to commercial, individual transaction and information search. The characters of personality, peer-to-peer spread and interactive attract the marketers'attention and arouse the revolution way of communication between businesses and consumers. Now, more and more companies communicate with consumers with various fonns of marketing via a mobile terminal (such as cell phones, PDA)
Mobile marketing in our country has huge potential market, especially with the implementation of3G, mobile advertising may adopt more forms to satisfy the different needs of the vendors and users. Additionally, with the development of3G, the number of3G subscribes is growing rapidly, and mobile marketing in China is also developing rapidly.
Through the study of the mobile marketing, we find that the study of mobile marketing is focused on the field of the overview of mobile marketing, the factors influence consumer acceptance, the mobile marketing business model and the governance on spam. However, the spread model of advertising information, the factors influencing consumer to acceptance mobile marketing, and how to eliminate the false adverting message effectively are rarely be studied.
Therefore, this dissertation is dedicate to making a study on the spreading and the trust of mobile marketing, including the spreading model of advertising information and analyzing the impact factors of advertising communication and their effects, and analyzing the factors influencing consumers'to accept and use mobile marketing and the users acceptance index. In addition, for the issues of false adverting, proposes a measure to eliminate business dishonesty and eliminate the release of false information through the third-party mechanism. The whole dissertation is divided into three chapters:
The first chapter studies the spreading of advertising information. Firstly, analyzes the mobile spread mode of adverting messages, and then analyzes the similar and different between mobile spread of adverting information and virus spread. Essentially, the mobile spread of adverting information is information spread. Therefore, establish the mobile spreading model of information based on the model of virus spread, and analyzes the main factors, the effects for spread model under the change of factors. The results show that the forward rate of the user's has a significant impact on the spread of information. Then establish the mobile spreading model of normal adverting information and the mobile spreading model of false adverting information. Under the different types of adverting, the consumer acceptance of adverting message and consumer trust are the main factors affecting the users to forward adverting message, that is, users'acceptance of adverting message and users' trust of adverting message are significant affecting the mobile spreading of adverting information.
The second chapter studies the consumers'acceptance of mobile marketing. Combining with the characterizes of mobile marketing, constructs the factors system of infusing consumer accept mobile marketing based on the information acceptance model, and then establishes model of consumer acceptance of mobile marketing. In addition, studies the different users'acceptance index of mobile marketing using fuzzy comprehensive evaluation method. The results show that younger are more willing to acceptance and use the mobile marketing, and all the users think the mobile marketing are useful. However, the perceived risk—privy risk and function risk are seriously affect all the users accept and use mobile marketing.
The third chapter studies the trust of mobile marketing. Now, the false adverting is a serious problem for the development of mobile marketing, so how to eliminate false adverting is very important. The dissertation analyzes the trust issue of mobile marketing and the main reason cased the lack of trust in mobile marketing. By game theory, proves the result of two sides are dishonest and do not buy, then proposes a method to eliminate the "prison dilemma" though third party mechanism. At last, demonstrates the third party with monitoring and published mechanisms can effective eliminates the dishonesty of business behavior and eliminates the release false information by comparing the effect of different third-party monitoring.
引文
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