该研宄采用定性和定量分析两种方法。本研究选择了 100受访者的样本。这些
数据是通过调查问卷和观察,以及因特网、期刊、文章和教科书中的次要数据,从
主要来源获得的

研宄结果表明,免费的在线频道,如订阅时事通讯和跟随不同品牌的社交媒体
页面,与品牌知识和忠诚度有着积极的关系。此外,调查中的购买意向与预测因子
有显著的相关性

建议更重视预测因素,作为提高消费者购买意向的一种方法

关键词:在线广告;社交媒体;消费者行为;购买意向;电子word-of-mouth
ill 硕士学位论文
fj/ MASTER&39;S THESIS
ACKNOWLEDGEMENTS
All thanks go to the Almighty for guiding me every single day during my master
studies. The journey was long and full of challenges but I made it by His grace.
I am very grateful to the Chinese government which gave me the opportunity to
study in China with a scholarship and discover how wonderful this country is.
I would like to thank my thesis supervisor Mrs. WANG JUAN for her availability
and the helpful advices, continuous guidance, unconditional support she provided me
during my research.
I feel the need to thank all the 100 respondents who offered their valuable time and
provided reliable answers to my survey.
I would like also to thank the School of economics and Business Administration of
Central China Normal University especially the teaching staff for their availability and
all the knowledge I got from them during my study period.
Finally, I must express my very profound gratitude to my parents who supported me
when I took the decision to come study in China, my friends and my former professor Mr.
Abdoulaye DIANE for their support and encouragements. They all gave me the strength
to keep fighting for my dreams and the success in my studies.
IV 硕士学位论文 MASTER&39;S THESIS
DEDICATIONS
This research is fully dedicated to my late father PAPA IBRAHIMA DIENG SARR
for his support and encouragements in all my endeavors. May his soul rest in eternal
peace.
v /
/
gl\硕士学位论文 MASTER&39;S THESIS
LIST OF ABBREVIATIONS
ICT: Information and Communication Technologies
e-WOM: electronic Word-Of-Mouth
SNSs: Social Networking Sites
SMM: Social Media Marketing
SEO: Search Engine Optimization
TPB: Theory of Planned Behavior
UGC: User Generated Content
CGC: Consumer generated Content
AIDA: Action Interest Desire Action
CRM: Customer Relationship Management
VI 硕士学位论文
MASTER
&39;
S THESIS
Table of Contents
DECLARATION I
APPROVAL I
ABSTRACT II
顧 HI
ACKNOWLEDGEMENTS
IV
DEDICATIONS V
LIST OF ABBREVIATIONS
VI
Chapter 1: INTRODUCTION1.1 Research Background1.2 Research Problem and Research Questions1.3 Significance of the research1.4 Contents 6
Chapter 2: THEORY AND HYPOTHESES2.1 Literature Review2.1.1 Online advertising2.1.2 Social media and consumer behavior2.1.3 Purchase intention2.2 Theoretical background and conceptual model2.2.1 Purchase Intention based on Perceived Value2.2.2 Purchase Intention based on Perceived Risk and Trust2.2.3 Online word-of-mouth and purchase intentionChapter 3: RESEARCH METHODOLOGY3.1 Research design3.2 Sampling and data
21
3.2.1 Sample
21
3.2.2 Data Collection
23
3.3 Data Analysis
23
3.3.1 The analysis of validity and reliability
24
Chapter 4: RESULTS AND DISCUSSION
25
4.1 Identification of the Respondents
25
4.2 Respondents’ online activities
27
4.3 Respondents’ attitudes towards online advertising
32
4.4 Respondents’ purchase intention
35
4.5 Respondents’ opinions
37
4.6 Findings on the relationship between Purchase intention and the 硕士学位论文
V^gwl) MASTER&39;S THESIS
influencing factors
38
4.6.1 The influence of the variables
39
4.6.2 Effect of the variables on the purchase intention
40
4.7 Senegalese consumers’ perceived value and purchase intention
40
4.8 Senegalese consumers9 low perceived risk/high level of trust and purchase
intention 41
4.9 Moderation effect of eWOM
41
Chapter 5: CONCLUSIONS AND MANAGERIAL IMPLICATIONS
44
5.1 Conclusions
44
5.2 Managerial implications
47
CHAPTER 6: LIMITATIONS AND FUTURE RESEARCH
50
6.1 Limitations
50
6.1.1 Sampling and data collection
50
6.1.2 Limited factors
50
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