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https://rsuir-library.rsu.ac.th/handle/123456789/1338| Title: | A study of the impacts of perceived value on users willingness to continue participation based on the perspective of online cause-related marketing |
| Other Titles: | 感知价值对用户的持续参与意愿的影响研究 —基于网络善因营销视角 |
| Authors: | Lizhou Zeng |
| metadata.dc.contributor.advisor: | Duan Yun Long |
| Keywords: | Internet marketing -- Case studies;Marketing -- Management;Strategic planning |
| Issue Date: | 2022 |
| Abstract: | 当前，随着互联网的不断发展，企业把网络作为营销的重要手段。网络善因 营销活动是企业利用自家线上平台将其服务或产品与慈善机构合作，吸引用户持 续参与的一种全新营销活动。用户的持续参与意愿是衡量营销活动成功与否的重 要指标，作者结合以往学者们对网络善因营销的研究，考虑到“蚂蚁森林”是目 前企业网络善因营销活动中较为成熟的案例，因此本文以“蚂蚁森林”用户为调 查样本，经过讨论分析提出本文的研究课题。本文通过文献分析法，基于网络善 因营销的独特性，把感知价值分为感知娱乐性、感知有用性、感知易用性与社会 影响四个维度。通过实证研究发现，社会影响对用户的持续参与意愿具有显著的 正向影响，感知有用性对用户的持续参与意愿在四个维度中正向影响最小。基于 研究结果，本文为企业在举办网络善因营销活动提出建议 |
| metadata.dc.description.other-abstract: | At present, with the continuous development of the Internet, companies regard the Internet as an important approach to marketing. Online cause-related marketing activities are brand new marketing activities in which companies use their own online platforms to cooperate with charitable organizations, attracting users to continue participating. The willingness of users to continue participating is an important indicator to measure the success of marketing activities. According to previous studies on the online cause-related marketing, "Ant Forest" is considered as a relatively mature case incorporating the online cause-related marketing activities. Therefore, this thesis takes the users of "Ant Forest" as the survey samples and puts forward the research topic after discussion and analysis. This thesis uses literature analysis to divide perceived value into four dimensions including perceived entertainment, perceived usefulness, perceived ease of use, and social influence. Through empirical research, it is found that social influence continues to affect users. Participation willingness has a significant positive impact. Perceived usefulness has the smallest positive impact on the willingness of users to participate in the four dimensions. Based on the research results, this thesis provides some suggestions for enterprises to organize online cause-related marketing activities |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1338 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| LIZHOU ZENG.pdf | 962.64 kB | Adobe PDF | View/Open |
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